Consistency in tone is essential for producing content that is clear, professional, and easy for users to follow. A steady tone builds trust, reduces friction, and ensures that every piece of content feels cohesive, no matter who wrote it or where it appears. These guidelines help you maintain the right balance between formal and conversational styles across all communication.
Use these tone guidelines for:
Getting started guides
Feature instructions and walkthroughs
Troubleshooting steps and diagnostic guidance
FAQs and how-to sections
Release notes (concise, factual, no marketing language)
In-product guidance, such as product tours, prompts, and tooltips
Feedback responses, customer communications, and support tickets
Apply these standards to any of your content that informs, guides, or assists users, whether written by you directly or generated by an AI assistant.
Understanding formal and conversational tones
What is a formal tone?
A formal tone is professional, precise, and direct. It avoids unnecessary embellishments and focuses on clarity.
When to use:
Release notes (concise, professional, no marketing language)
Troubleshooting instructions (clear, factual, supportive)
Responses to feedback and support tickets (especially for technical issues)
What is a conversational tone?
A conversational tone is friendly and approachable while maintaining professionalism. It feels natural but is not overly casual.
When to use:
Getting started articles
Feature usage instructions
FAQs
Product tours (concise, benefit-focused)
Key differences between formal and conversational tones
Aspect | Formal tone | Conversational tone |
|---|---|---|
Style | Professional, concise, direct | Friendly, user-centric, but professional |
Language | Precise, avoids contractions | Simple, uses contractions when appropriate |
Sentence structure | Short, clear, factual | Clear, with slight warmth when guiding users |
Example | “The system must be configured accordingly.” | “Set up your system with these easy steps.” |
When to use formal vs. conversational tone
Choosing the right tone based on context
The choice between formal and conversational tone depends on the purpose of the content and the audience's needs. Here are a few general guidelines to decide:
Use a formal tone when clarity, precision, and professionalism are essential. This applies to:
Release notes (concise, factual, professional)
Troubleshooting instructions (direct, supportive)
Responses to feedback and support tickets (clear, respectful)
Use a conversational tone to make content more engaging and user-friendly, especially when guiding users through tasks. This applies to:
Getting started articles (welcoming, clear)
Feature usage instructions (guiding, user-focused)
FAQs (simple, direct answers)
Product tours (concise, highlighting user benefits)
When in doubt, prioritize clarity and the user’s needs to determine the appropriate tone.
Examples of formal vs. conversational tone
Getting started article example:
Formal: “The user is required to initiate the onboarding process.”
Conversational: “Start by setting up your account.”
Troubleshooting section example:
Formal: “Should an error occur, initiate the diagnostic protocol as outlined.”
Conversational: “If you see an error, follow these steps to fix it.”Release notes example:
Formal (preferred for release notes): “Introduced bulk import to improve data management efficiency.”
Conversational (not preferred for release notes): “We’ve added a cool new way to handle your data faster!”Product tour example:
Formal (too stiff for product tours): “The dashboard has undergone modifications to enhance usability.”
Conversational (preferred for product tours): “Quickly find what you need with the new dashboard layout.”Response to feedback/support ticket example:
Formal: “We regret the inconvenience caused. The issue has been escalated for further analysis.”
Conversational: “Thanks for bringing this to our attention. We’ve escalated the issue and will update you soon.”
Guidelines for maintaining consistency
Use active voice: Makes content clearer and more engaging.
Not recommended: “The settings can be changed by the user.”
Recommended: “You can change the settings.”
Exception: In some cases, using passive voice is more appropriate, especially when the focus is on the action or result rather than the person performing it.
Example: "Your request has been submitted successfully."
Be concise: Avoid unnecessary details. Keep it to the point, especially in release notes and product tours.
Avoid jargon: Use simple terms unless technical accuracy requires specificity.
Consistent terminology: Use the same terms for features, UI elements, and actions across all articles, release notes, product tours, and support responses.
Quick reference checklist
Keep it clear, concise, and professional.
Use formal tone for release notes, troubleshooting instructions, and support responses.
Use a conversational tone for getting started guides, FAQs, and product tours articles.
Avoid marketing language, focus on user benefits, especially in release notes and product tours.