Concept Development

Competitive Analysis of other companies' tone showed that most companies didn't put much thought into their web presence. Those that did used stock photos which felt disingenuous to the actual patients they represented. From my analysis of the tone set by other companies, I was able to find a niche for Links HME's voice and tone.

Competitor's Websites

Brightree's refined-looking homepage Team DME's very dated website with lots of clip art
BFlow's dated website DME Work's very business facing and frumpy website

Competitive Analysis

Through my competitive analysis of the voice and tone of other sites I determined which tonal niche was not currently being filled. I created a four point sliding scale with two opposing words to show where each company's tone lay relative to other companies. This made apparent where Links HME could distinguish itself from the competition.

Our Voice

  • Fun but not silly
  • Relaxed but not ineloquent
  • Cheerful but not euphoric
  • Respectful but not inaccessible
  • Knowledgeable but not snooty
  • Inviting but not grandstanding

Example Messages

To better illustrate how our voice and tone might be used in context, I created examples of how our voice might change in certain circumstances. The example messages take into consideration the primary person who the message will be speaking to, what they're thinking and feeling, and how our displayed message will address those concerns. This will better help our copywriter when writing for our site.

Call To Action

Who

Craig Young (Owner)

When

Requesting Demo, Contact Us

Emotions

Anxiety, Concern

User Thoughts

“This software sounds pretty good and I’d like to see it, but now I have to talk to the sales rep. Ugh, sales reps. Hope this isn’t a waste of time and that they don’t spam me with emails.”

Displayed Message

Empathetic, Encouraging, Somewhat Enthusiastic, Respectful tone:

“Change can be scary, but it doesn't have to be. We have conversion specialists to help you on your journey to better office management and customer service. We want to show you how our software can help your business be more efficient so you can focus on what matters most, those that rely on your care.

'A journey of a thousand miles begins with a single step' -Laozi”

Error Message

Robot being resuscitated by a mechanic using a defibrillator

Who

Kaitlin Summers (Customer Service Representative)

When

Login error, Server is down

Emotions

Mild frustration, Boredom, Stress

User Thoughts

“I think our billing date is coming soon and I want to make sure it will be payed on time. Oh no, I guess I'll have to check later when the site is fixed.”

Displayed Message

Somewhat funny, Casual, Somewhat Enthusiastic, Respectful tone:

“Agh, errors are the worst. We’re plugging in cables, resetting modems, and will be back online asap.”

Explaining Our Services

Who

Craig Young (Owner), Frank Park (Trainer), Kaitlin Summers (Customer Service Rep)

When

First visit, verifying facts

Emotions

Interest, Mild Boredom, Curiosity, Focus

User Thoughts

“We really can't be paying as much as we are for Brightree. I know all of the HME options, but I haven't heard of this one. Will they have features for my business at a reasonable price?”

Displayed Message

Knowledgeable, Conversational, Somewhat Enthusiastic, Concise tone (Steve Jobs):

“Elements add flexibility to your software with additional features tailored to your company’s specific requirements. We know you don’t want to change how your company is structured because of the software you use. With Elements, you can add specific features to best meet your customer’s needs and make your company more efficient.”

Research

Visual Style Development