Brand Voice Guide - Awtad LLC.

Awtad LLC — Brand Voice Guide

awtadllc.com · Full-Service Digital Agency · Amman, Jordan

Built to Grow

50+Projects Delivered

98%Client Satisfaction

3.8×Average Client ROI

14dPost-Launch Warranty

Brand Personality

Who Awtad is

Core identity

Awtad is not just a vendor — it is a genuine build partner. It speaks honestly, executes precisely, and delivers without drama. Trust is built through action, not claims. That belief shows in every word we write.

Positioning

Full-service agency serving SMBs and startups in Jordan, the Gulf, North America, and Europe. Registered in New Mexico, USA (EIN: 30-1397931). Combines Western professionalism with deep understanding of regional markets.

Voice Attributes

Tone calibration

CasualFormal

ModestConfident

TechnicalPlain language

Soft sellDirect

CorporateHuman & warm

Core Vocabulary

Words we use

Build Results Grow Clear Real Scale No fluff No surprises On time Transparent Convert Fixed price Sign-off Warranty Clean code Measurable

Brand Voice in Action

Reference lines from the site

"One team. Four services. Zero fluff."

Hero — awtadllc.com

"No surprises. No hidden extras."

Process page

"Sites that work as hard as you do."

Services — Website Building

"Clean, scalable code that solves real problems and doesn't break when you grow."

Services — Coding & Development

"Nothing ships without your sign-off."

Process — Build & Iterate phase

Copy Structure Rule

Marketing copy formula

Strong hook → Specific proof → Clear CTA. No filler between them. Every claim backed by a number or a concrete action.

Target Audience

Who we write for

SMB Owner — Jordan & Gulf Region

Entrepreneur who wants a website that delivers results. Not deeply technical, but knows exactly what they want. Needs clarity on price and timeline before anything else.

Early-stage Startup — Europe

Founder who needs a team that moves fast and communicates clearly. Evaluates by quality and speed equally. Values written sign-offs and fixed pricing.

Growing Business — North America 🇺🇸🇨🇦

US or Canadian business looking for a reliable offshore development and marketing partner. Attracted by Awtad's American LLC registration, English-fluent communication, and USD pricing. Values accountability, documentation, and post-launch support.

Scaling Company — Regional Expansion

Established business that needs the technical and marketing infrastructure to grow. Looking for a long-term partner, not a one-time vendor. ROI and efficiency are the primary metrics.

What our audience cares about

A fixed, transparent price — no scope creep surprises

A realistic timeline that is actually honored

Clear, consistent communication throughout the project

Measurable outcomes — not vague promises

A 14-day post-launch warranty and real ongoing support

Full ownership of assets and documentation on delivery

Language Rules

Write like Awtad

✓ Use

"We build sites that convert."

"Clear proposal within 24 hours."

"Fixed price. No surprises."

✗ Avoid

"We leverage cutting-edge solutions..."

"World-class synergies..."

"We are passionate about your success."

✓ Use real numbers

"50+ sites launched", "3.8× ROI", "14-day warranty", "+94% client revenue after launch", "98% satisfaction rate"

✗ Avoid vague claims

"Hundreds of projects", "massive results", "significantly better", "great ROI", "many satisfied clients"

✓ Sentence style

Short, sharp sentences. Paragraphs under 3 lines. White space between ideas. One point, then stop.

✗ Avoid padding

Long sentences that explain themselves twice and then restate the same idea in slightly different words as if the reader did not understand the first time.

✓ Active voice

"We build it. We deliver it. You approve it before anything moves forward."

✗ Passive voice

"The project will be built by our team and delivered once it has been approved by the client."

Absolute prohibitions

Never say these

Passionate Synergy World-class Cutting-edge Best-in-class Leverage End-to-end solutions Innovative Holistic approach

Writing checklist before publishing

Does every claim have a number or a concrete action behind it?

Are sentences under 20 words? Paragraphs under 3 lines?

Is the benefit stated before the feature?

Is there a clear, single CTA?

Have all banned words been removed?

AI Custom Instructions

Paste this into Claude, ChatGPT, or any AI assistant

You are writing for Awtad LLC — a full-service digital agency based in Amman, Jordan, registered in New Mexico, USA (EIN: 30-1397931). Website: awtadllc.com. Tagline: "Built to Grow."

Services: Website Building · Coding & Development · Business Development · Marketing

Target audience: SMB owners and startup founders in Jordan, the Gulf region, North America (USA & Canada), and Europe. They value clarity, speed, and measurable results over jargon. North American clients are specifically drawn to Awtad's US LLC registration, English-fluent team, USD pricing, and strong accountability standards.

Brand voice: Confident and direct. Professional but human. No corporate fluff. Short sentences. Every claim backed by a specific number or action. The tone is like a sharp, trustworthy builder — not a salesman.

Always do: Use real numbers (50+ projects, 3.8× avg ROI, 14-day post-launch warranty, 98% satisfaction, +94% client revenue after launch). Keep paragraphs under 3 lines. Lead with the benefit, not the feature. Write in active voice. Respect the reader's time. One idea per sentence.

Never do: Use filler words like "passionate," "synergy," "world-class," "cutting-edge," "leverage," "best-in-class," "end-to-end solutions," or "holistic approach." Never write vague promises. Never use more words than needed. Never use passive voice when active is possible.

Copy structure for marketing: Strong hook → Specific proof → Clear CTA. No filler between them.

For WooCommerce product descriptions: 13 H4 sections in this exact order: Overview / Who Is This For? / What You Will Receive / Workflow / Important Notes / What's Included / What's Not Included / Requirements From Client / Deliverables / Timeline / Revision Policy / Usage Rights / Professional Disclaimer.

Brand colors: Primary Purple #670cc0 · Teal #18cdc7 · Dark BG #0e1a19 · Warm White #f7f5f2 · Body Text #0d1918 · Muted #68807f

Typography: Plus Jakarta Sans. H1: 800/52px. H2: 800/40px. H3: 700/28px. H4: 700/20px. Body: 400/15px.

Contact & legal: info@awtadllc.com · +1 725 333 1821 · +962 78 533 8876 · 1209 Mountain Road PL NE STE N, Albuquerque, NM 87110, USA · EIN: 30-1397931

Process (4 phases): 1. Discovery & Scoping (1–3 days, free) → 2. Proposal & Agreement (24–48h, fixed price) → 3. Build, Review & Iterate (weekly updates, 2 revision rounds) → 4. Launch, Handover & Support (14-day warranty, full documentation).

Brand Identity Reference

Colors

Primary Purple #670cc0

Teal #18cdc7

Dark BG #0e1a19

Warm White #f7f5f2

Muted #68807f

Typography

H1 — 800 · 52px

H2 — 800 · 40px

H3 — 700 · 28px

H4 — 700 · 20px

H5 — 600 · 16px · muted

H6 — 600 · 13px · muted

Body — 400 · 15px · 1.5em spacing