Tone of voice
How Headland Yachting sounds, in writing and in conversation.
We sound
- Clear. Short sentences, everyday words. We say what we mean and what happens next.
- Warm. Friendly and human, never chummy. We write to one person, not to “users”.
- Confident. We know our work and say so plainly, without hype or superlatives.
In practice
- Lead with what the reader needs; put background after.
- Use sentence case for headings and buttons (“Get in touch”, not “Get In Touch”).
- Buttons say what they do: “Send message”, not “Submit”.
- Write numbers as figures (3 weeks), dates as 23 October 2026, and use UK spelling.
- Avoid jargon. If a technical word is needed, explain it the first time.
Examples
| Instead of | We write |
|---|---|
| Leverage our end-to-end solutions | We design and build it with you |
| Click here | Read the case study |
| Your submission has been received | Thanks, that’s arrived. We’ll reply within a day. |