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Refreshing Tone of Voice and Website Copy

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Introduction

Wanderlust Adventures, a boutique travel company based in Manchester, specialises in curated travel experiences for adventurous travellers. As the company grew, they realised their existing tone of voice no longer resonated with their target audience. To better align with their brand and attract more clients, Wanderlust Adventures sought a tone of voice refresh and an overhaul of their website copy.

The challenge

Wanderlust Adventures’ original tone of voice was formal and conventional, which didn’t reflect the excitement and adventure their brand aimed to offer. The company needed a more engaging and lively tone that would appeal to modern travellers seeking unique experiences. They also needed this new tone to be consistently applied across their website copy to create a cohesive and compelling brand experience.

The solution

Outsourcery provided a copywriting specialist with expertise in brand communication to refresh Wanderlust Adventures’ tone of voice. The specialist conducted a brand workshop with the Wanderlust team to understand their values, target audience, and brand personality. Based on these insights, a new tone of voice was developed—one that was adventurous, inspiring, and personable. The website copy was then rewritten to reflect this refreshed tone, making the content more engaging and aligned with the brand’s identity.

How we got started

The copywriting specialist began by crafting a tone of voice guide that outlined the key characteristics of the new brand voice. This guide served as a reference for all future communications. The specialist then rewrote the website copy, ensuring that every page—from the homepage to the travel itineraries—captured the spirit of adventure and excitement. The new copy emphasised storytelling, vivid descriptions, and a conversational tone to draw readers in and inspire them to book their next adventure.

The outcome

After the tone of voice refresh and website copy overhaul, Wanderlust Adventures saw a 50% increase in time spent on their website, indicating that visitors were more engaged with the content. The refreshed tone resonated with their target audience, leading to a 40% increase in online bookings within three months. Feedback from clients highlighted the website’s engaging and inspiring content, which played a key role in their decision to choose Wanderlust Adventures for their travel experiences.

Our client's thoughts

"Outsourcery’s tone of voice refresh has truly transformed how we communicate with our audience. The new website copy perfectly captures the essence of Wanderlust Adventures, and our clients have responded positively to the change," said Anne Lynnwood, Founder of Wanderlust Adventures.

Key takeaways

Outsourcery’s tone of voice refresh and website copy overhaul helped Wanderlust Adventures connect more deeply with their target audience, leading to increased engagement and a significant boost in bookings through a more aligned and compelling brand communication.
 

If you’re seeking to enhance your online presence and drive growth, consider exploring how the professional and adaptive services of Outsourcery can support your journey.
Reach out today and start exploring the benefits to your business.


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