# Landbot Brand Voice

> Empowering, direct, and outcome-oriented with a focus on speed and friction-less conversion.

## Positioning
Landbot is an AI-driven conversational platform for revenue teams. It transforms static websites into interactive sales agents to qualify leads, automate support, and replace traditional forms.

## Voice principles
- **Action-Oriented:** Uses strong verbs like "Slash," "Turn," "Build," and "Engage" to emphasize immediate results.
- **Problem-Solving:** Directly addresses pain points (friction, wait times, boring forms) and offers the tool as the specific antidote.
- **Accessible:** Uses plain language to describe complex AI workflows, making the technology feel approachable and "intuitive."
- **Efficiency-Focused:** Constantly highlights speed, mentioning "minutes," "simple steps," and "no credit card required."

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | Bold and ambitious. Focuses on high-level transformation and ROI. |
| Product Features | Practical and instructional. Emphasizes ease of use and technical flexibility. |
| Pricing | Transparent and accommodating. Focuses on growth and lack of risk. |
| Social Proof | Validating and community-focused. Highlights "real customers" and "revenue teams." |

## Lexicon
- **Use:** Revenue teams, AI agent, workflow, friction, interactive, sales-ready, qualify, pipeline, automate, "in good company."
- **Avoid:** Chatbot (when referring to the high-level value, prefer "AI agent"), static, manual entry, "Contact Sales" (as a primary CTA).

## Messaging do's and don'ts
- **Do:** Focus on the transition from "boring" or "friction" to "interactive" and "high impact."
- **Do:** Mention the speed of setup (minutes) and the ease of the builder.
- **Do:** Frame the bot as a "Sales Agent" or "Team Member" rather than just a software feature.
- **Don't:** Use overly technical jargon about LLMs without grounding it in a business benefit like "conversion."
- **Don't:** Use passive voice; always speak to what the user or the bot can "do."
- **Don't:** Over-promise without mentioning the "simple steps" or "AI Copilot" that makes it possible.

## Evidence
- "Turn Your Website Into Your Best Sales Agent"
- "“Contact Sales” creates friction, not pipeline."
- "Replace long boring forms with interactive conversations."
- "Slash chatbot creation time & go live with confidence."
- "From idea to production in six simple steps."
- "Revenue teams love building with Landbot."