Develop a Site Personality
It’s important to create a distinct and memorable site; and an important component of that goal is the tone or voice of the content. As visitors interact with the content on your site, they should develop a clear picture of your organization.
Is the personality fun and playful? Or is it solid and conservative? For example, on the Google homepage, when people search they can click “I’m Feeling Lucky,” which is a fun and playful way to get you directly to the top listing in the search results. That one little phrase says a lot about Google. ...
Whatever your personality, the way to achieve consistency is to make certain that all the written material and other content on the site conforms to a defined tone that you’ve established from the start.
A strong focus on site personality and character pays off. As visitors come to rely on the content they find on your site, they’ll develop an emotional and personal relationship with your organization. A Web site can evoke a familiar and trusted voice, just like that of a friend on the other end of an e-mail exchange.
—excerpted from “The New Rules of Marketing &PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing & Online Media to Reach Buyers Directly” (Wiley, June 2007, $24.95) by David Meerman Scott; www.wiley.com