Voice and tone
How Webflow’s words should sound, feel, and look
This guide is for anyone working at Webflow who communicates with our community, our customers, prospective customers, or the world as — or on behalf of — Webflow.
If you’re reading this, it’s likely because you:
- Are learning or curious about why we sound how we sound across different surfaces;
- Need a specific style resource or guidance for your writing, or;
- Want to find the best way to describe Webflow.
If you fall into category A, you’ll find what you’re looking for in the first half of this guide. Category B can jump to the specific section you’re looking for with the links in the sidebar. And category C … well, it’s your lucky day! There’s a whole section on do’s and don’ts for describing Webflow.
Brand personality
Who are we?
Webflow is the mentor everyone wishes they had: knowledgeable, experienced, and warm.
They’re an expert at their craft, but they’re not aloof or condescending; they’re eager to help others succeed at that craft too. They’re forward-thinking, positive, and not afraid to envision a better, bolder future — but they’re simultaneously realistic about the challenges we’ll need to overcome to get there.
Above all, they’re the intersection of the professional and the personable: They never trade substance for humor or showmanship, but they know when a well-placed wink is worth a thousand words.
Voice principles
What do we sound like?
Our brand voice has four dimensions:
Knowledgeable
We speak with confidence backed by a deep knowledge about (and appreciation for) all things web design and development — but we are never condescending, overly academic, or know-it-all. We speak the language of our pro audience with the goal of building trust, but we never overdo it with unnecessary jargon.
Corresponding brand principle: Unmistakably pro
Confidently pass on our knowledge and expertise in empowering ways
Meet our pro audience where they are by speaking their language
Be condescending in our communication
Overdo it with jargon or be overly academic
When talking about the power our product can bring to the professionals and teams using it
Empowering
We’re uplifting and motivational in our approach to everything, and we center our customers — not ourselves — when we speak. We believe our customers are capable of great things, and we always seek to instill confidence in them — but we never ignore the complexities of our product. Additionally, we’re optimistic about the progress of technology, not fear-mongering or negative.
Corresponding brand principle: Empowering
Communicate in ways that feel uplifting, optimistic, and center the customer, rather than ourselves, wherever possible.
Center and empower the customer
Ignore the complexities of building for the web — or using Webflow
Be negative about those complexities
When talking about the power our product can bring to the professionals and teams using it
Down-to-earth
We speak like a real person — a kind, approachable one. We don’t overdo it by overpromising, using complicated metaphors, or using lofty language, and we always try to say more with less by focusing on real-world solutions and outcomes. We never trade substance for humor, but we know when a well-placed wink is worth a thousand words. We sound professional but not overly dry or intimidating, and we use warm language to invite our audience into the fold. We respect that our audience’s time and attention are valuable and finite.
Corresponding brand principle: N/A
Focus on real solutions and empowering outcomes
Use well-placed winks of humor
Default to straightforward language
Trade substance for humor or colloquialisms
Use complicated metaphors or grandiose language
All the time! We should always communicate in approachable, kind, and inclusive ways.
Bold
We fearlessly embrace the power of technology to make the world better, but we’re not brash or careless in the way we communicate it. We’re intentional about when to dial it up and turn heads — and when to be more subtle. We’re bold only when we know we can back it up.
Corresponding brand principle: Bold
Back up bold claims with showing, not just telling
Be choosy about when to be bold
Overdo it — our boldness is a bubble over, not a constant boil
When showing off a particularly cool product capability or turning heads in a brand campaign
A quick note on voice vs. tone
What they are and how they’re different
Our voice is rooted in our brand personality (the wise mentor). Just like all of us as individuals, our personality stays the same situation to situation — and so does our voice.
But while our voice doesn’t change, our tone does shift depending on who we’re talking to, the context in which we’re talking to them, and what we need to communicate. Imagine how you sound at a wedding vs. a funeral: You’re the same person, but you take a very different tone!
Voice across surfaces
(aka tone)
Audience + context + content = tone
When thinking about how we use our voice in different places, we consider:
- Audience: Who we’re talking to
- Context: The time, place, etc. in which we’re talking to them. For example:
- On our marketing site, we’re mainly talking to people who know enough to have landed there. Something about the idea of building websites has drawn them in, but can’t assume more than that.
- In a cold email or paid ad, our tone and words are different because we assume they don’t know about us yet.
- If we’re talking to people in the third of five videos in a Webflow University course, we can confidently assume that they’re engaged, knowledgeable about Webflow, and have a feeling for who we are (not just what we do).
- Content: The message(s) we want to convey
That's why different surface areas across Webflow will sound different. The same characteristics and behaviors are behind them — but when we balance the who, where, and what of our communication, our tone will change.
For this reason, some functions across Webflow — such as social — have more granular guidelines for communicating on their surfaces. All of their work, however, ultimately rolls up to our brand voice and tone.
You can find those additional guides on the below password protected page. (To find the password, visit the pinned items in our #ask-brand channel on Slack.)
Web
On the web, we lean into our knowledge. This is our home turf, and we want to confidently demonstrate that we know what we’re talking about. We balance this knowledge out, however, by being clear, outcomes-focused, mindful of our readers’ time (down-to-earth), and by cheering our users on (empowering). We’re sparingly bold, like when we have incredible customer stats to shout from the rooftops or need an eye-catching headline.
Here are some examples of web content that nail it, tonally:
A quick note on corporate vs. casual
If you’re reading this, it might be because you’ve been given feedback that something is “too corporate” or “too casual” — or thought that yourself while drafting or editing.
To get a better grasp of casual vs. corporate tone, go one layer deeper to understand what “too casual” or “too corporate” really means and work back from there:
“This doesn’t sound like us, it’s too corporate” often means:
- It’s too cold, clinical, or robotic
- It’s more focused on us and our business goals, rather than the customer and their needs
- There’s too much jargon
To address this:
- Check that you’re using contractions — “you’re” instead of “you are”
- Read your text out loud and edit what you stumble over — this helps keep it conversational
- Use simple words and phrases rather than adding complicated words intended to impress
“This is too casual, it doesn’t sound professional” often means:
- The thing being communicated (content) and the person you’re communicating with (audience) feel out of balance
- It feels overly familiar or, to the contrary, disrespectful to someone’s knowledge level
- It’s too wordy
To address this:
- When discussing topics like product features, get to the point. Don’t over-simplify, make light of, over-apologize for, or be playfully vague. Use precise, specific terms that you know the audience will understand. Center the customer and their experience. Some jargon — or technical terms — may be appropriate.
- Read aloud and imagine reading it to someone you like and respect, but who doesn’t share your exact life experience or cultural references.
- Make it shorter (get to the point).
Social
Because social is where we have the most casual and frequent interactions with our community, we want to dial up the down-to-earth dimension of our voice. It’s crucial to be authentic, relatable, and funny, though never at the expense of our knowledge or empowering our followers — we still want to be seen as a thought leader. We’re also slightly more bold than on other surfaces, so folks stop mid-scroll and pay attention.
Here are some examples of social content that nail it, tonally:
A quick note on humor
Humor is part of who we are — it’s a natural part of sounding like a real human person. But like the wise mentor we strive to be, we’re careful about when and how we use humor. Here are some guidelines to keep in mind.
- Keep it PG — no NSFW jokes, please.
- Keep it positive. Don’t put others down or be too self-deprecating.
- Keep it well-placed. Consider the overall ratio of jokes to content, and never trade substance for a cheap laugh.
- Don’t try too hard. Humor only belongs where it feels relevant and natural — it should never feel like a reach.
Webflow has a sense of humor, but we’re choosy about when we show it. When you’re tempted to make a joke or go a more lighthearted route, ask yourself: If my manager said this to me, would I still respect and trust them? Would I feel good about working with them?
Advertising
In advertising, we dial up the bold and empowering dimensions of our voice. We want to make an impression — but while still speaking the language of our audience (knowledgeable) and being inclusive and warm (down-to-earth).
Here are some examples of ads that nail it, tonally:
.webp)
.webp)
.webp)
.webp)
Content
In content (whether it’s a blog article, an ebook, or a whitepaper), we lean into our knowledge of all things design, development, and marketing. But we’re also down-to-earth: Our content isn’t overly dense, verbose, or difficult to understand; it’s intentional and thoughtfully-written. We’re also not afraid to be thoughtfully bold — we want to hook the audience with a new perspective or insight, without being clickbaity.
Here are some examples of pieces that nail it, tonally:
- How Nike became the brand to imitate: https://webflow.com/blog/nike-marketing-strategy
- The organizational structure of a successful, award-winning agency: https://webflow.com/blog/agency-organizational-structure
- How collaborative web development helps teams build better websites, faster: https://webflow.com/blog/collaborative-web-development
A quick note on jargon
When it comes to jargon, know who you’re talking to. Consider what it really means for something to be “too jargony” and work backwards from there:
- If by jargon you mean buzzwords — 100%, do not use them! Buzzwords are off-putting, distracting, and can often come across as know-it-all.
- If by “jargon” you mean “technical terms that I don’t use in real life,” consider this: At work, one person’s jargon is another person’s professional vocabulary. And what sounds like incomprehensible jargon to one customer might be the exact, precise term that another customer needs to hear. Know your audience.
Education and community
Across Webflow University and our community channels, we let our knowledgeable, empowering, and down-to-earth sides shine — ensuring we guide our audience through every step of the way as they learn about, and connect with, Webflow. Our pro personality truly shines through with clear teaching, high product knowledge, and educational value, and we do it with a smile. We strategically use humor to soften a complex concept or help something important stick.
Here are some examples of Webflow University content that nails it, tonally:
Grammar, usage, and style
This section is a primer on the mechanics of words at Webflow. If you need more detail, or have a specific grammar question that isn't covered here, refer to the Associated Press (AP) Stylebook by searching Google for your question followed by "AP stylebook".
Grammar: Good writing basics
Here are a few things to keep in mind when writing.
- Use the active voice, not the passive voice, wherever possible.
The web will be changed by Webflow.
Webflow will change the web.
A good time was had by all at Webflow Conf.
Everyone who attended Webflow Conf had a good time.
The site was published by the marketing team.
The marketing team published the site.
- Center the customer, rather than ourselves, wherever possible.
We built this new feature to allow people to [ … ]
With this new feature, you can [ … ]
We’re excited to celebrate our users with a billboard in Times Square!
Webflow allows them to build amazing projects, turning them into visual development pros.
Our customers are shining bright in Times Square, NYC 🎉
Our entire community is so professional, creative, and dedicated — and we're thrilled to celebrate them today and every day!
- Aim for concision, but not at the expense of important details. Be especially mindful of length and clarity in call to actions (CTAs). Your audience’s time and attention are valuable but finite.
- Vary your sentence length and construction, so the reader doesn’t get fatigued or bored.
- Use contractions like “you’re” instead of “you are” for a conversational tone.
- For specialized terms that your audience may not be familiar with, write out the full term or phrase and its shortened form before using its acronym or abbreviation alone. In general, this does not apply to commonly used abbreviations such as time zones (e.g., EST) or file formats (e.g., GIF).
Web Content Accessibility Guidelines (WCAG)
WCAG
Content Delivery Network (CDN)
CDN
Content management system (CMS)
CMS
- Use sentence case, not title case. Some parts of the Webflow product are proper nouns and therefore should be capitalized in specific usage — learn more in the capitalization section of this guide.
This Is an Example of Title Case.
This is an example of sentence case.
In Title Case, Every Word Is Capitalized Unless It’s an Article, Conjunction, or a Preposition with Four or Fewer Characters.
In sentence case, only the first word of the sentence and proper nouns, like the Webflow Designer, are capitalized.
- Use American English unless localization is specifically part of a project’s strategy.
Colour
Color
Organisation
Organization
Centre
Center
Cancelled
Canceled
Enrol
Enroll
- Spell out numbers one through ten, unless the number is in a headline or UX copy where space is at a premium. In all other instances, use numerals (e.g., 27).
- Always use punctuation when abbreviating common phrases — like vs., etc., i.e., or e.g.,) — for screen reader accessibility. This may include parenthesis, periods, commas, or all of the above. For more common accessibility writing best practices, see the inclusive language guide.
Webflow employees can join affinity groups (eg Blackflow, Queerflow, or Asians at Webflow).
Webflow employees can join affinity groups (e.g., Blackflow, Queerflow, or Asians at Webflow).
- Put spaces before and after ellipses (...) and em dashes (—) for readability.
- Use the serial (Oxford) comma to avoid confusion.
I ate dinner with my parents, Britney Spears and Lionel Messi.
I ate dinner with my parents, Britney Spears, and Lionel Messi.
For more specifics on how to use punctuation and typography, jump down to the style section of this guide.
Usage: Webflow A-Z
The Webflow A to Z guide covers style, spelling, and grammar conventions for specific words and phrases across all Webflow surfaces, both in-product (e.g., the Designer) and externally (e.g., our website homepage), arranged alphabetically.
This guide includes:
- Guidance on specific points of style, such as abbreviations and punctuation
- Spelling, hyphenation, and capitalization guidelines for commonly-used, Webflow-specific words and phrases
Access Webflow A to Z on Confluence (internal use only).
Usage: Inclusive language
Words carry meaning, and can cause harm — even if unintentional. And creating more inclusive spaces is defined by our actions, not our beliefs. Here’s how to help people feel safe(r) and more included using language.
Use the below sections as a reference to avoid causing unintentional harm with the words we use. Note: Level of avoidance and alternatives for many of these terms vary depending on context.
General tips
- Most times, the way to make something more inclusive is to get more specific about what you’re trying to say — e.g. “That’s unheard of” rather than “That’s crazy”
- When referring to Black people, capitalize Black
- When referring to Native or Indigenous people, capitalize Native and Indigenous
- Avoid unnecessarily gendered language and default to genderless pronouns (they/them/theirs) when unable to confirm the pronouns of someone specific
Ableist language
Sexist/gendered language
Racist language
Cultural appropriation
Be mindful of potential cultural appropriation by limiting or avoiding the use of any terms that reference or originate from a cultural identity group, unless the term is used correctly, in the correct context, and in a way that honors the culture.
Common accessibility writing best practices
For a deeper dive, check out the language and disability section of our internal PAS resource.
Clear, plain language is good writing — and it’s also particularly important for blind users and those with reading difficulties (e.g., Dyslexia, Autism). Plainlanguage.gov has a great resource for plain language alternatives.
Don’t add item descriptions like “image” or “button” into copy — screen readers will add necessary descriptions for you.
Don’t describe something based on sensory characteristics (e.g., “blue button”, “link on the left”).
Identity-first vs person-first:
- Identity-first places a person’s disability as the first or primary descriptor (e.g., “disabled person”, “Deaf”). Person-first places the word “person” before a disability (e.g., “person with a disability”, “person with ADHD”)
- Webflow defaults to identity-first language unless specified by personal preference.
Alternative (alt) text:
- The goal of alt text is to describe an image clearly and concisely. Don’t say “Image of a dog” — say “A small brown dog running through a field of yellow flowers.”
- There’s no definitive rule for character limit, but general best practice is to keep alt text between 60–140 characters. If you find that you need more, it’s probably a complex image that needs a description in a caption instead, or a link to another page with more information about the image presented.
Link/button text:
- Never use “click here” or simply “here” for link copy
- Vague link text like “Learn more” or “Read more” are ok in some contexts, like a button following a clear description of a resource.
- Generally, aim for wording that makes sense outside the context of a sentence. No: "To find out more about optimizing your site’s search engine optimization, click here." Yes: "To find out more about optimizing your site’s search engine optimization, check out our blog post on SEO best practices in Webflow."
Usage: FAQs
Do we describe Webflow as a no-code tool?
- In short: no. “No-code” describes the wider movement that Webflow was initially part of. But as we’ve grown and matured our product, we’ve repositioned ourselves as a tool for professionals.
- Instead, describe Webflow as a visual web development platform.
- There are many places when mentioning code itself, and how it works in Webflow, will make sense. When doing this, say Webflow empowers you to build without writing code, not “without code” or “with no code”.
Do people build on, with, or in Webflow?
- Go with what feels most natural in the context in which you’re using it. In most cases, “with” is generally more natural than “in” or “on”.
- However, “in” makes sense too, especially when you’re describing building within a certain product (i.e. “in the Designer”) or when you’re referring to something #MadeinWebflow.
- Generally, avoid “on”.
Do we say Webflow is accessible?
In short: no. The word “accessibility” means different things in different contexts — but in our world it often means how accessible our product is for disabled people, and we can’t say our product is accessible if the whole thing isn’t. (And our whole thing isn’t.)
- If you’re looking for more specifics on what is and isn’t accessible in our product, explore our accessibility page and checklist.
If you’re using “accessible” to explain something else, consider getting clearer. (Getting clearer about what you mean is also just good writing!) For example:
- Webflow makes the tools to build on the web more available to more people.
- Webflow is a more affordable alternative to [XYZ].
- Access to the power of software creation is expanded through Webflow.
How do we talk about our audiences?
Internally, you may hear our audiences referred to as in-house teams (IHTs) or service providers (SPs). These are helpful generalizations, but they’re not appropriate for external use! When referring to our audiences externally, use more human language like:
- Marketers or marketing teams
- Designers or design teams (or web design teams if we’re being really specific)
- Developers, devs, or dev/engineering teams
- Freelancers
- Agencies
How do we talk about our competition?
- The answer is simple: We highlight our strengths, not their weaknesses.
- We don’t shy away from mentioning our competitors when necessary or fitting for the story — like in customer stories — but when we do, we focus more on us than them.
- Our Contentful vs. Webflow page is a good example of more pointed competitor messaging that stays on-tone.
Do we say Webflow is easy to use?
- No. While the learning curve of Webflow is smaller than the learning curve of learning how to code, Webflow isn’t “easy” to use. When appropriate, we acknowledge that learning curve.
- Avoid saying “anyone can use Webflow” because, well, it’s just not true.
- Also avoid language like “simply” or “just” when describing how to do something in Webflow. It assumes something is easy, when it might not be for some.
Do we use jargon?
Jargon is okay in some contexts. Learn more in the jargon section of this guide.
Style: Punctuation
Comma
In lists of three or more items, use the Oxford comma.
Ellipsis
Use to indicate omitted words in a quote or a pause in speech. Always insert a space before and after your ellipses. Please note that, although it may look odd, ellipses are required whenever you omit portions of something someone actually said.
En dash
Use an en dash in a range, like times or dates. Here’s how to make one:
- Press and hold Option + Hyphen
- In HTML, type –
Em dash
Use an em dash with a space on each side to indicate an aside (like a parenthetical remark) or dramatic pause. Here's how to make one:
- Press and hold Option + Shift + Hyphen
- In HTML, type —
Exclamation point
You get one. But seriously, keep the shouting to a dull roar — only exclaim about stuff our users are really likely to be excited about.
Parenthesis
Use them sparingly. In most cases, an em dash works as well and is less visually noisy.
If the parenthetical phrase is part of a sentence, the period goes after the closing parenthesis. (If the parenthetical is its own sentence, the period goes before the closing parenthesis.)
Period
Don’t use periods at the end of a headline unless the headline is multiple sentences. Only use one space after a period, never two. For a bullet or numbered list, default to no periods, unless each list item is multiple sentences or they’re needed for readability, and be consistent — if one bullet point has a period, include periods on the rest.
Quotation marks
Use double quotation marks for all quotes and single quotation marks for quotes within a quote (aka nested quote) or to convey a thought.
To quote someone in writing, use first names to attribute a quote inline, and full name and title in a block quote.
— Janele Ramirez, co-founder and CEO, Luna Digital
Colon
Capitalize the first letter after a colon if the text that follows is an independent clause (aka a complete sentence). Do not capitalize otherwise.
Example: This is an example.
Semicolon
If you’re tempted to use a semicolon, most times, you can just start a new sentence. One acceptable use of a semicolon is in a bullet list that’s meant to be a sentence.
- Collaborate better;
- Grow faster, and;
- Empower your teams.
Ampersand
Avoid when possible. If necessary due to space constraints, use it in navigational links, buttons, and headlines — but not body copy.
Fun fact: The word “ampersand” comes from the Latin “and, per se, and.” Because the symbol is a combination of “e” ant “t” (“et” is the Latin word for “and), it was treated as a letter and used to be the last thing you’d say at the end of the English alphabet: X, Y, Z, and, per se (aka by itself), and.
Percent
Always use the symbol instead of spelling out the word.
Style: Capitalization, casing, and typography
General capitalization rules
Always use sentence case in headings, throughout body copy, etc.
- Some Webflow products are capitalized when being specifically mentioned, outlined below
- When writing team names, capitalize the team and un-capitalize the word “team” — e.g. Support team, Content team
- Use title case for event names we own, like “Webflow X Agency Snack Hour”
ALL CAPS
Generally don’t use all caps in body copy, unless you’re using an acronym or it’s an H6 heading. Instead, use bold or italics to indicate emphasis.
Webflow product names to capitalize:
- Webflow
- Designer
- Content Management System (CMS)
- Editor
- Hosting
- Ecommerce
Many of the terms above have non-productized uses that don’t require capitalization. For example, when referring to an individual who practices the discipline of design, you wouldn’t capitalize the word “designer”.
UI elements in copy
Generally, when referring to UI elements, follow sentence case rules. However, when possible, avoid referencing specific UI elements in copy. Instead of saying "hit the save button" — just say "save". Or instead of "open the Add panel and throw in a div block," say "add a div block".
Emoji
Emoji are the icing on the cake: They should always be additive and used only sparingly.
They’re most appropriate in channels like support, social, and lifecycle. Only use emoji for positive emotions (like 😄 or 🙂) in social media posts, forum comments, and support messages — as long as you’re confident the customer shares the sentiment.
Italics
Use italics to add emphasis, or to refer to most artworks. Poems, songs, and article titles should be wrapped in quotation marks.
Bold text
Bold text can be used to refer to a webinar title, or other similar uses.
Styling dates and times
We use the following best practices when writing dates and times:
- Never include “st” or “th” on the date number
- Never abbreviate the month
- Use an en dash for ranges (command + hyphen)
- Include time zones in all caps (e.g. PT, ET), and include both PT and ET time zones if a virtual event
- Avoid including the year in body copy unless necessary
Tuesday, September 23 from 10:30am–12:30pm PT