Every line of copy was shaped to respect the reader’s time and attention. We stripped out buzzwords, acronyms, and filler, leaving only what added value.

This gave the website a rhythm that feels purposeful and easy to follow: sentences that are short, active, and direct. The result is web copy that informs and inspires without overwhelming, bringing energy and clarity to subjects that can often feel complex or abstract.

Sustainability is central to madeby.studio’s story, so accuracy mattered. We reviewed each claim with the CMA Green Claims Code in mind, ensuring wording was transparent, evidence-based, and specific.

For example, vague terms like “eco-friendly websites” were replaced with measurable claims such as “low-carbon websites that reduce page weight and energy use.” This approach avoids greenwash and builds long-term trust by showing how impact is achieved, not just stating it exists.

Finally, I packaged everything into a tone of voice guide. It distilled the principles we’d developed—confidence, authenticity, clarity—into practical rules and examples.

This guide means future writers don’t have to guess what “sounding like madeby.studio” looks like. From second-person writing to active voice, plain language to CMA compliance, the rules are clear and easy to apply. The brand now has a voice toolkit that scales with them, keeping their message consistent as they grow.