Tone by Context

While our voice stays consistent, our tone adapts to different situations and audiences. The same underlying personality adjusts formality, enthusiasm, and technicality based on context.

Default Tone

Default Ontopix voice for general communication

Context-Specific Tones

Marketing & Sales

Website copy, landing pages, promotional materials, social media

Do:

• Lead with benefits, not features
• Use 'you' and 'your' frequently
• Create interest without overhyping
• Back claims with evidence when possible
• Show genuine enthusiasm, not forced excitement

Examples:

• Landing page headline: "AI that understands your customers"
• Feature description: "Automate routine inquiries so your team can focus on what matters most."
• CTA: "See how it works"

Don't:

• Superlatives without evidence (best, fastest, revolutionary)
• Aggressive urgency (Act now! Limited time!)
• Empty buzzwords (synergy, leverage, paradigm shift)

Technical Documentation

API docs, guides, tutorials, READMEs, technical specifications

Do:

• Be precise and accurate
• Include working code examples
• Explain the 'why' not just the 'how'
• Use consistent terminology
• Structure for scannability

Examples:

• API description: "The audit.create endpoint initiates a new audit session. Returns an audit ID for tracking."
• Tutorial step: "Run the following command to install dependencies:"
• Concept explanation: "Confidence scores range from 0 to 1, where higher values indicate greater certainty in the assessment."

Don't:

• Assuming prior knowledge without context
• Vague instructions (configure as needed)
• Missing error handling guidance

User Interface

App copy, buttons, labels, tooltips, error messages, empty states

Do:

• Be concise — every word counts
• Use action verbs for buttons
• Make errors helpful, not scary
• Guide users to next steps
• Respect the user's intelligence

Examples:

• Button: "Start audit"
• Error message: "Couldn't save. Check your connection and try again."
• Empty state: "No audits yet. Create your first audit to get started."
• Tooltip: "Confidence: How certain the AI is about this assessment"

Don't:

• Technical jargon in user-facing messages
• Blaming the user (You made an error)
• Vague errors (Something went wrong)

Customer Support

Help articles, support tickets, chat, email responses

Do:

• Acknowledge the user's situation
• Be solution-oriented
• Show empathy without being patronizing
• Provide clear next steps
• Follow up proactively

Examples:

• Opening: "I understand this is frustrating. Let's get this sorted out."
• Resolution: "This should now be working. Let me know if you need anything else."
• Escalation: "I'm bringing in a specialist who can help with this specific issue."

Don't:

• Dismissing concerns (That's not a bug)
• Robotic responses (Your ticket has been received)
• Blaming the user or other systems

Legal & Compliance

Terms of service, privacy policy, contracts, compliance docs

Do:

• Use plain language where legally possible
• Be precise about obligations
• Define all technical and legal terms
• Structure for clarity
• Use 'shall' and 'must' for obligations

Examples:

• Term definition: "'Service' means the Ontopix platform and all associated features as described at ontopix.ai."
• Obligation: "You must maintain the confidentiality of your account credentials."
• Permission: "You may use the Service for your internal business purposes."

Don't:

• Unnecessarily complex language
• Ambiguous terms
• Hiding important information

Internal Communications

Team updates, internal docs, Slack messages, meeting notes

Do:

• Can be more casual than external comms
• Still professional — assume it could be forwarded
• Be direct about asks and expectations
• Celebrate wins openly
• Address issues constructively

Examples:

• Project update: "Shipped the audit dashboard today. Next up: export functionality."
• Request: "Need your review on this PR by EOD tomorrow. Happy to walk through it."
• Celebration: "Amazing work on the demo! The client was impressed with the accuracy metrics."

Don't:

• Overly formal internal memos
• Passive-aggressive tone
• Unclear asks or expectations

Commercial Documents

Proposals, contracts, quotes, invoices, business correspondence

Do:

• Balance professionalism with approachability
• Be clear about deliverables and terms
• Use structured formatting
• Highlight value, not just features
• Make next steps clear

Examples:

• Proposal intro: "Based on our discussion, we've prepared a solution tailored to your customer support needs."
• Pricing: "Investment: €5,000/month for the standard package, including setup and training."
• Next steps: "To proceed, please sign the attached agreement. We'll schedule kickoff within 5 business days."

Don't:

• Overly aggressive sales language
• Hidden terms or conditions
• Vague scope or deliverables

Tone Adaptation

By Audience

By Situation