Tone of voice and copy creation for Credit-IQ

Credit-IQ helps companies control their accounts receivables by tracking overdue invoices and automating the follow-up process. I was tasked with creating the website's copy and overall tone of voice.

Process:

Interviewing internal stakeholders
Brainstorming in the office
Researching the best examples of B2B SaaS
Researching ICPs
Writing copy, applying feedback, iterating
Wireframing, applying feedback, designing, applying feedback, deploying.

The tone of voice creation:

Credit-IQ’s values:

“We believe doing business should be easy, no matter where in the world you trade.

We empower our customers with easy-to-use tools that provide valuable insight and control over their accounts receivable.

We aim to contribute to your ease of doing business, enabling your growth and success.”

Brand archetype: The Sage

Brand archetypes are universal symbols or characters that represent the different aspects of human nature. The Sage is characterised by wisdom, knowledge, and expertise. Brands embody the Sage archetype are typically associated with education, guidance, and mentorship. Overall, Credit-IQ's tone of voice is geared towards delivering a friendly, guiding, and user-centric experience. Conversational, free from jargon, and empowering.

Striking a balance between professional and conversational

What we traditionally think of as professional language is essentially words with a Latin root—words we'd rarely say out loud but which we write when we're trying to sound business-like.And what we're unconsciously doing is perpetuating the idea that ‘we know something you don't'. But rather than making us sound smarter or more ‘profes,’ it makes us sound cold and distant.

Elements: