An excellent article explaining the difference between tone and voice, explaining why it's important to your website and helping you get started.
The author worked on Mailchimp - probably the most striking and successful example of getting a brand's tone and voice right - and there's a link to Mailchimp's interactive guide which is well worth a look.
The examples in the article illustrate how the right voice can make even difficult situations easier to work through with your users.
Tone and Voice: Showing Your Users That You Care - article by Kate Kiefer Lee for uie.com
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