Voice and tone are consistent across pages

Voice inconsistency across pages is a subconscious trust signal. A home page that addresses the visitor as "you" in a warm, direct tone — and a pricing page that switches to "the user shall" in formal, passive constructions — makes the site feel like it was assembled from parts by different people. Visitors experience this as cognitive dissonance: the brand that felt approachable on the homepage suddenly feels bureaucratic. This is especially common in AI-built sites where each page was generated in a separate prompting session, each session producing slightly different copy characteristics. The inconsistency rarely prevents conversion on its own, but it creates friction at the moment visitors are evaluating trust — exactly when friction is most costly.

Read the home page, pricing page, and about page back to back — not in separate sessions — and note where the register shifts. The most common failure point is the pricing page, which tends to drift toward formal or legal-sounding language.

Fixes for the most common patterns:

Pricing page drift:
  "The user shall receive access to..."       → "You get access to..."
  "The subscription will automatically renew" → "We renew your subscription automatically"
  "The user may cancel at any time"           → "You can cancel anytime"
  "Upon termination of the account"           → "If you close your account"

About page drift:
  "Our team strives to deliver..."            → "We work to deliver..."
  "Customers are our first priority"          → "You come first"

Decide on 3 voice adjectives (e.g., "direct, warm, confident") and verify each page against them. Update the pricing and about page copy in their respective route files (app/pricing/page.tsx, app/about/page.tsx) or in shared components.