Voice & Tone is a site developed by the people behind Mailchimp to lay out their house copywriting style. It’s exemplary in a few ways:
- This is how to make a simple but charming website. It’s got bright colors, clear structure, intuitive navigation (including keyboard shortcuts), smooth animation, and it’s responsive to different screen sizes. Try resizing your browser window.
- This is how to write for the web. Omit needless words, pick meaningful expressions, and teach your readers something new. When appropriate, be funny.
- This is how to market your company to people who might not otherwise care—-by sharing and defending the philosophy behind it. I don’t see many internal style guides with their own domain names.
This is good work.