Finding the right words isn’t just about grammar or hitting a word count. It’s about how you sound—and more importantly, how you make people feel when they land on your website.
In finance, this gets tricky. You want to sound professional, sure. But not cold. Confident, but not arrogant. Clear, not robotic. You want to build trust, fast. And tone and voice plays a huge role in that.
Here’s how to get it right.
What is tone?
Tone is how your message comes across. It’s your attitude in writing. The difference between:
“Let’s discuss your loan structure.”
and
“Let’s chat about the smartest way to set up your loan.”
Same intent. Different energy.
Your tone can shift depending on the moment: helpful, reassuring, confident, warm. It’s flexible. Like your side of a conversation.
Think of tone as the way your brand speaks—not just what it says.
What is voice?
Voice is your brand’s core personality. It’s consistent. It doesn’t change depending on the page or the day.
If tone is the mood, voice is the person behind it. It’s how your business shows up in the world. Are you ambitious and analytical? Straight-talking and helpful? Warm and methodical?
A clear, well-defined voice makes every piece of content you publish more consistent, more human and more ‘you’. And that’s especially important in finance—where people are sizing you up based on trust, not just talent.
The difference between tone and voice, is that voice is your unique way of communicating (the “how”) while the tone delivers a feeling to the reader (the “what”). Voice is your consistent way of communicating—it’s your brand’s personality. Meanwhile, your tone shifts depending on context, providing the emotion or mood you want the reader to experience.
Examples of great tone and voice for finance websites
Here are a few strong voice and tone styles that work particularly well for finance firms. You don’t need to pick just one—but you do need to be deliberate.
1. Clear and confident
Used by: commercial brokers, financial planners, accountants.
“Here’s what you need to know—and here’s what we’ll do next.”
This style is direct, helpful, and easy to trust. It doesn’t waste time with fluff. It reassures readers that you’ve done this before and that they’re in safe hands.
2. Friendly but expert
Used by: mortgage brokers, small business accountants.
“We’ll walk you through it, answer all your questions, and keep things simple from day one.”
Warm, human, and great for firms who work with everyday clients. It shows empathy and authority—no jargon needed.
3. High-trust, high-touch
Used by: wealth managers, SMSF advisers, private client brokers.
“Every client gets a tailored strategy—no templates, no shortcuts.”
This voice signals experience, professionalism, and boutique service. It appeals to high-net-worth clients who want deep trust and long-term relationships.
4. Straight-talking and no-nonsense
Used by: property investment firms, finance content creators, fintech startups.
“There’s no perfect time. But here’s what the data says.”
This tone stands out when your audience is sick of sales speak. It works well for content that challenges assumptions, explains strategy, or positions you as a thought leader.
Looking to find your own tone?
If your copy’s a little bland, or it sounds too much like everyone else—you don’t need to burn it down and start again. I can help you shape a voice that fits your business (and your audience).
(There’s zero obligation to commit!)
5. Warm and human
Used by: community lenders, ethical super funds.
“We’re here to help you feel confident about your money.”
This voice builds emotional connection. It’s softer, but still grounded. Perfect for firms who want to feel approachable and community-driven without sacrificing credibility.
6. Professional and analytical
Used by: investment analysts, corporate advisory, SMSF accountants.
“Our investment process is built on fundamentals—not forecasts.”
This tone is best for technical audiences. It positions you as a serious thinker, but it still needs to be readable. Avoid going too dense or academic—clarity is still key.
Why hire someone to figure out your voice and tone?
You could sit down with a blank doc and try to write your own site. Or you could work with someone who already knows how finance clients think—and who can make your brand sound like a person, not a policy.
Here’s a side-by-side:
| Doing it yourself | Working with me | |
|---|---|---|
| Time | Hours (or weeks) you probably don’t have | Delivered in days, not months |
| Tone | Inconsistent, too generic, too stiff | Clear, confident and true to your brand |
| Voice | May sound like everyone else | Crafted to help you stand out and connect |
| Experience | You know finance, not content strategy | I’ve worked in finance for 10+ years and written for dozens of firms |
| Outcome | Basic copy that ticks boxes | Copy that builds trust and actually converts |
Types of firms who benefit most from strong tone and voice
I work with:
- Mortgage brokers – Build rapport instantly and market yourself differently to every other broker.
- Financial advisers and planners – Establish trust through clarity and warmth.
- Accountants – Help clients understand your value, not just your services.
- Investment firms – Balance authority with approachability.
- Real estate professionals – Turn bland listings or bios into real relationships (using your property website as a salesperson).
- B2B service firms – Create credibility without corporate clichés.
If you rely on trust, referrals or relationships—your voice matters. You can’t outsource that to a template.
About me
I spent over a decade in banking, broking and finance. Residential and commercial, front line and head office. Now, I write web copy and content marketing for people in that world—because I know how hard it is to explain what you do without sounding like every other firm in your space.
I make things simple. No long lead times. No awkward workshops. Just clear, effective, human writing that makes your site (and your service) easier to trust.
Want to sharpen your tone and voice?
Send me a quick note. I’ll reply personally. No pressure, no sales pitch.