Voice and tone

Best practices
for writing.

The way Webflow’s words should sound, feel, and appear across all experiences.
This guide is for anyone working at or with Webflow to communicate with our prospects, customers, community, and partners.
Looking for more detailed grammar, tone, usage, and style guidelines?
To find the password, visit this Confluence doc.
Internal guidelines

Dimensions of voice

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
Do
Confidently pass on our knowledge and expertise in empowering ways

Meet our pro audience where they are by speaking their language
Don't
Be condescending in our communication

Overdo it with jargon or be overly academic
Show it off
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
Do
Communicate in ways that feel uplifting, optimistic, and center the customer, rather than ourselves, wherever possible.

Center and empower the customer
Don't
Ignore the complexities of building for the web — or using Webflow

Be negative about those complexities
Show it off
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
Do
Focus on real solutions and empowering outcomes

Use well-placed winks of humor

Default to straightforward language
Don't
Trade substance for humor or colloquialisms

Use complicated metaphors or grandiose language
Show it off
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
Do
Back up bold claims with showing, not just telling

Be choosy about when to be bold
Don't
Overdo it — our boldness is a bubble over, not a constant boil
Show it off
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!

Boilerplate

When someone asks you what Webflow is, here are different templates you can use that best represent the company.

In a sentence

Webflow is a Website Experience Platform (WXP) that empowers cross-functional teams of marketers, designers, and developers to visually build, manage, and optimize stunning websites with AI-driven personalization and a powerful composable CMS, enabling businesses to drive real, measurable results.

Copy Text

In a few sentences

Webflow is a Website Experience Platform (WXP) that empowers marketers, designers, and developers to visually build, manage, and optimize stunning websites that deliver enterprise-grade performance and AI-driven personalized experiences.

Today’s CMOs must drive brand and revenue growth with fewer resources while navigating a fragmented landscape of legacy marketing tools. Performance marketing is becoming more expensive and less effective, requiring a shift to owned content.

Unlike traditional platforms that create siloes between teams, Webflow’s Website Experience Platform (WXP) brings marketers, designers, and developers together in a shared environment – equipping each with the tools they need to collaborate, execute at scale, and drive results through visual, composable CMS and AI-powered optimization.

With AI-driven personalization and analytics, Webflow not only enhances visitor engagement but also significantly boosts conversion rates, directly impacting business growth.

Today, over 300,000 of the best companies in the world – from The New York Times, Dropbox, Monday.com, TED, Orangetheory Fitness, and Checkout.com – use Webflow to build, manage, and optimize their websites.

Copy Text

Let’s chat!

If you’re a member of the media and would like to talk to someone at Webflow, please email us.

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