Musicality is an exciting new website that helps people find qualified music teachers and makes teachers’ jobs easier through automation.
They’re also working towards setting up a charity so that their profits can fund free music lessons for students who wouldn’t otherwise be able to afford them.
I helped them develop a tone of voice & messaging and wrote the copy for their website.
Musicality approached me to help them cultivate their tone of voice & messaging and create some awesome copy for their website.
One of Musicality’s key goals is to make music tuition accessible to everyone (they’re setting up a charity to provide free music lessons for students from lower socioeconomic backgrounds).
Therefore, they wanted the language on the site to be warm, welcoming and inclusive. They also want to get people excited about learning music, so wanted there to be an element of fun to the copy as well.
However, their website also needed to attract professional musicians, as well as organisations looking to hire teachers and workshop leaders. So they wanted the copy to retain an air of professionality, especially on the teacher and organisation pages.
I created some tone of voice guidelines and examples, which used simple language, short sentences and contractions to remain accessible. The examples used “we” and “you”, as well warm verbs and adjectives to create a friendly and supportive tone. We also decided to include what the CEO Jenny and I fondly referred to as “cheeky moments” – a peppering of puns, jokes and colloquialisms to inject some fun into the site.
Alongside the tone of voice, we developed some key messages for the brand around the ease of the product, the inclusivity of their ethos and the integrity of their working methods. I incorporated these messages throughout the website copy.
I created the copy for the main website – which was SEO optimised and outlined the benefits of signing up to Musicality, encouraging people towards the CTA of signing up.
Check out Musicality and view my copy in the wild:
Here’s what Musicality had to say about my work:
“Rachel is an asset to any business! Initially we were using a marketing company to help build Musicality’s tone of voice, but and despite many revisions they couldn’t capture the balance of warmth, knowledge and professionalism we were looking for. Rachel came to the project and instantly captured the tone of voice and continued to develop it to a place we could have only hoped for.
It was so exciting to see the vision for the company brought to life, but the thing that impressed me the most working with Rachel is that her extensive expertise in SEO meant that we were already building search engine optimisation into the text. Her attention to detail and the nuances that she brought to the copy have always wowed me and have led to Musicality launching in the best possible manner.”
Jennifer Adams, Founder & CEO of Musicality
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