TONE OF
VOICE

It’s no surprise that there is hesitation when dealing with crypto. This feeling isn’t just limited to novices, even the most seasoned of users experience uneasiness. We want our users to feel equipped and ready for their Web3 adventure. We want our products and services to be their source of confidence. To achieve this, we need to make our users understand how Ledger products and services work and how they can make them work to their advantage.

Treat users with the respect they deserve. Put yourself in their experience and don’t patronize them. Remember that they have other things to do. Be considerate and inclusive. Don’t market at people, communicate with them.

Remember that you’re the expert, and readers don’t have access to everything you know. Tell readers what they need to know. Make sure to educate contextually. Give them the exact information they need, along with opportunities to learn more.

Think of yourself as a tour guide for our readers. Whether you’re leading them through our educational materials or a task in our app, communicate conversationally and helpfully.

Understand the topic you’re writing about. Use simple words and sentences.

Before you start writing, ask yourself: What purpose does this serve? Who is going to read it? What do they need to know?

Write like a human. Don’t be afraid to break a few grammar rules if it makes your writing more relatable. All of our content, from splashy homepage copy to system alerts, should be warm and human.

Write in a way that suits the situation. Just like you do in face-to-face conversations, adapt your tone depending on who you’re writing to and what you’re writing about.