Most brands struggle to conceptualize their website copy tone — or what kind of tone would even be distinct in their market. That’s why I use a little tool called the Tone Grid to visualize it.

Last week, Descript launched a new product page with some of my favorite copy I’ve seen recently. It’s for their cheekily named new product Underlord — an AI editing assistant for video and podcast content.

How much copy would you say is *too* much on a webpage? Whenever I'm worried about copy getting too long, there's a simple principle I fall back on that helps me decide when it's worth keeping that extra sentence (or ruthlessly cutting it).

I haven’t been able to get the homepage for HEY Email out of my head since 37signals (creators of Basecamp) recently updated it. They’ve long been among the best software companies at copywriting, but the page’s headline leads with something I often steer clients away from — the word “WE.”