Decide upon a distinct tone for all your communications and stick to it – it doesn’t have to formal, just consistent and in-keeping with your brand and your target audience. Having a unique tone can be the key to winning customer’s trust, winning valuable press coverage and ensuring that it’s your brand and your website that users click on and recommend to others.
It’s obviously possible to alter your company tone of voice over time, but deciding on what you want from the start will be far more effective. For an example of a distinct tone which has won a company customers and reputation check out Innocent
Creating a unique, witty or off-the-wall style will immediately get you noticed and help differentiate your site from the raft of competitors out there. Certain topics or professions may limit your ability to get creative – after all you’re unlikely to drum up much divorce advice business for your law firm if you make light of the client’s situation or circumstances – however, including a well thought out diagram of the divorce process and a bullet-pointed list explaining how your firm can help, will sell your services far better than pages and pages of legalese than confuse your reader.
Be different, inform, engage.