How to Write Tonal Voice on Your Website

MailChimp was always the go-to example of how to write tonal voice on your website. And it all sounded so strange to me because that's how they did it. I definitely like wanted, we wanted to provide a framework that was kind of scalable. If you're an insurance product or something, you want to make sure you're being very, very careful about what the user's thinking and what context they're in.