The "Authentic Voice" Framework: Writing Copy That Connects

Why voice matters

A website can look beautiful—and still sound cold.
For a recent bilingual project, I aimed for the opposite: every line had to feel like the client was speaking directly to their audience. The feedback confirmed it: "It feels like we wrote everything ourselves."
Here is the 6-step method I use to capture and scale an authentic brand voice.

Step 1 — Listen before writing

You can't write for a brand if you don't know how it speaks.

• The Audit: I analyze existing emails, messages, and marketing materials.
• The Interview: I ask key questions: What words come naturally? What industry jargon do you hate?
• The Deliverable: A "Living Lexicon" (10–20 expressions) and three simple tone rules (e.g., "Warm, Direct, Never Stiff").

Step 2 — Structure the Narrative

Consistency builds trust. I map the voice across key touchpoints:

• Home: The Promise + Ambiance.
• About: Everyday vocabulary, short paragraphs.
• Services: Active verbs, clear benefits.
• Forms: Reassuring microcopy ("We’ll take care of the rest").

Step 3 — Write to be read, not admired

Good copy is invisible. It doesn't draw attention to the writer; it draws attention to the message.

• One idea per sentence.
• Concrete words, simple verbs.
• Rhythm: Mix short and medium sentences to avoid monotony.
• Pro Tip: Read it out loud. If you stumble, rewrite it.

Step 4 — Microcopy that feels real

The smallest words often have the biggest impact.

• CTAs: "Get Started," "Join Us." No corporate jargon.
• Error Messages: Helpful and human, not robotic ("Oops, let's try that again").
• Transparency: Clear labels build trust (e.g., "No credit card required").

Step 5 — The "Proof of Reality"

Generic copy kills conversion. I always add details only the brand could say:

• A specific anecdote about the founding.
• A unique cultural reference.
• A pinch of personality is enough to make it memorable.

Step 6 — The Bilingual Challenge (FR/DE)

Translating a voice is harder than translating words.

• Translate Intent, Not Words: A joke in English might fall flat in German.
• Adapt Politeness: Deciding between "Du" and "Sie" is a strategic branding choice.
• Consistency: The brand personality must survive the language switch.

The "Authentic Voice" Checklist
Before publishing, I check:

• ✅ 10 "Brand" words/expressions used?
• ✅ 3 Tone rules respected?
• ✅ Consistent CTAs?
• ✅ Read-aloud pass in both languages?