# Voice

How Archbotics Sivut speaks, on every surface it speaks from: the cold mail, the reply,
the storefront at archbotics.com/sivut/, the delivery, the invoice, the no. Version 1.0,
2026-09-04. Finnish is the working language of the product; this page is in English so the
whole pack reads in one language, and every example is Finnish because the voice only exists
in Finnish.

Colour and type each have one law. So does the voice.

## The idea in one sentence

**Näytä ensin, puhu sitten.** Show first, then speak. The picture arrives before the pitch,
the number before the adjective, the finished thing before the offer. The product's one
unusual fact is that the work exists before the conversation does, and the voice is built
to sound like it knows that.

## Who is speaking

One person, first name, who built the thing already and answers the mail himself. Mail is the only channel, on purpose: no phone number anywhere, because a number on a cold mail is a sales desk and a reply is a conversation. Not a company,
not a team, not an assistant. The identity's idea is one human at the gate; the voice is
that human, and the reader gets no one else.

The reader is **sinä**, on every surface, always. An SMB owner is one person too. Teitittely
is how strangers sell to strangers, and the whole point of arriving with the work done is
to not be a stranger by the second sentence.

The genre is the tradesman's quote. Your readers write and read quotes all day and trust
the form completely: what I did, what it costs, when, my name. This voice is that form with
one twist no agency can copy. The verb is in the past tense.

## The seven laws

Each law carries its reason, so a writer can make the right call in a case the law did not
foresee. When a law and its reason point different ways, the reason wins.

**1. Perfekti, ei konditionaali.** *Rakensin sinulle etusivun*, never *voisin rakentaa*.
The proof of the product is that the work exists. A conditional verb throws that proof away
in one word and puts us back with every agency that promises.

**2. Adjektiivi on velka.** Every quality word is a debt, paid in the same breath by a
picture, a number or a link. *Moderni* pays nothing. *Katso puhelimella* pays in full.
*Maailmanluokan* is paid only by a page the reader can open next to the best in its field.
If nothing can pay the adjective, delete it. The site is the sample; the words point at it.

**3. Hinta ja ehto samassa lauseessa.** The price and its condition travel together:
*690 €, alv 0 %, ja lasku tulee vasta kun olet tyytyväinen.* A price without its condition
reads as a catch. A condition without its price reads as a trick. The reader's first two
questions are what it costs and what the catch is, and an unanswered question is a catch.

**4. Tekoäly on materiaali, ei otsikko.** The AI is said out loud, once per surface, as a
fact about how the thing was made: *Tekoälytiimini rakensi ensimmäisen version, minä
tarkistin.* Stated the way a carpenter names the wood. Never hidden, because honesty is the
unusual thing here. Never the headline, because AI hype is the most tired thing the reader
sees all week.

**5. Yksi kynnys per näkymä.** Exactly one sentence per surface asks the reader to do
something. This is the accent law in words: ember marks the threshold, the one place a human
acts, and so does the one ask. The rest is fact and pointing. Two asks read as pressure.

**6. Lämpö on tekoja, ei sanoja.** Warmth is real in this voice, and it is never a
decoration. It shows as things done for the reader before they asked: the draft made
unasked, the free advice, the answer inside a workday, the change made the same afternoon.
It shows as the exit line that leaves the reader free. It shows as one specific thing
noticed about their business, true and checked. It never shows as *ilolla*, *mielellään*,
*innolla* or an exclamation mark, because those are what sales sounds like, and a reader in
Kankaanpää has deleted a thousand of them. Warm like a neighbour who fixed your gate while
you were out. Not warm like the person who wants to talk to you about your gate.

**7. Loppu on nimi.** A message ends with the first name and the address it came from, and
nothing else. No phone, no formula, no signature block, no postscript. The person is the closing. The lines the law asks of a
marketing mail, how to say no, where the privacy notice is, which company sent it, sit below
the name as a footer in the label voice, one short paragraph, written by the same person in
the same words. *Jos et halua enempää, vastaa "ei", niin en kirjoita uudestaan.* Never a
legal register, never a different voice, and never mixed into the message itself.

## The moves that make it this voice

Small habits that, together, make the text recognisable with the logo covered.

- **The done sentence opens.** The first sentence of any offer describes finished work.
  *Tein Kotico Oy:lle uuden etusivun.*
- **One true thing about them.** One observed detail, checked before it is written.
  *Puhelimella hintasivusi ei aukea.* This is the human tell that keeps a dry voice from
  reading as a machine, and it matters most here, because the product is AI-built and dry
  plus AI reads as cold.
- **The exit line.** Every uninvited message carries a sentence that lets the reader go.
  *Jos ei ole ajankohtaista, ei tarvitse vastata.* It is the most Finnish sentence in the mail
  and the one that earns the reply, because it says the opposite of what selling says. It
  never promises silence we will not keep: *en kirjoita enää* appears only in the last
  message of a thread, and the sending machine is what keeps that promise.
- **Never a word against the current site.** Their nephew built it. Say what the new one
  does, never what the old one lacks. *Tässä nopeampi versio*, never *nykyiset sivunne ovat
  hitaat*. This is also the licence's line and the law's, but it would be the voice's rule
  anyway: a before-and-after that humiliates loses the deal and deserves to.
- **Numbers as sentences.** *Kolme päivää.* Not *nopea toimitus*. *Vastaan arkipäivän
  sisällä.* Not *nopea palvelu*.
- **Headlines are facts that already happened.** *Näet uudet sivusi ennen kuin maksat
  mitään.* A headline that promises is an agency headline.
- **Their words in the questions.** FAQ questions are written the way a customer asked them,
  not the way we would phrase them. *Jääkö verkkotunnus minulle?* is a question a person
  asked. *Verkkotunnuksen omistajuus* is a heading nobody asked for.
- **Dry, not funny.** Humour is allowed as understatement, one line at most, never a joke,
  never about the reader.

## The dial

The voice is constant. The volume moves with the situation, and the biggest step is between
uninvited and invited.

| Surface | Volume | What changes |
|---|---|---|
| Cold mail 1 | Quietest | Under 90 words. Zero adjectives. One true thing, the picture, the price with its condition, one ask, the exit line, the name. |
| Follow-up, in thread | Quieter still | One new fact or nothing. Never a second copy of the pitch. The exit line again. |
| Reply to a question | Warmer | The answer in the first sentence, the next step in the second. Spoken Finnish is allowed here and only here: *aika eri näköinen*, *hoidan*, *ei mitään*. |
| Storefront /sivut/ | Fullest | Headlines as facts, the offer and the guarantee verbatim, the FAQ in the reader's words, one ask per band. |
| Delivery | The proudest it gets | Pride shows by pointing, never by saying. *Tässä. Katso ensin puhelimella.* |
| Invoice, receipts | Label voice | Numbers, dates, one word of thanks. *Kiitos.* |
| A no, an opt-out, a complaint | Shortest | Own it in the first sentence, stop or fix in the second. *Selvä, en kirjoita enää. Kiitos että kerroit.* No apology spiral. |

## Vocabulary

**Words we use.** Concrete nouns, the reader's own: sivu, etusivu, puhelin, kuva, hinta,
lasku, luonnos, viikko, päivä, verkkotunnus. Verbs of work in the past tense: tein, rakensin,
katsoin, tarkistin, julkaisin. *Moi* as the greeting on mail, *Hei* when the reader used it
first.

**Words we never use.** The agency word cloud, which every reader has learned to skip:
ratkaisu, kokonaisvaltainen, räätälöity, moderni, laadukas, ammattitaitoinen, tehokas,
palvelukokonaisuus, digitaalinen läsnäolo, brändi-ilme. Sales warmth: ilolla, mielellään,
innolla, mahtava, upea. The corporate we on any Sivut surface: me, tiimimme, palvelumme.
The passive of hiding: *sivut toteutetaan*, *muutokset tehdään*, when a person did it.
English where a Finnish noun exists: sivu, not landing page; luonnos, not mockup; ulkoasu,
not design.

**Specifics.** Prices as *690 €*, VAT as *alv 0 %* and nothing more, the invoice condition
always beside the price. Dates as *30.9.* Days as words below ten: *kolme päivää*. Finnish
compound words never broken across a line on any surface we render. No em or en dashes, no
exclamation marks, sentence case throughout, a heading may end with a period.

## The test

Two parts, both required. A sentence passes when it passes both.

**The lint, which an agent runs.** Fail on: a conditional verb in an offer (voisin,
voisimme, voitaisiin, voisitte); any word from the never list; a passive verb where a person
acted; *me* or *tiimimme* on a Sivut surface; more than one ask in one view; a quality
adjective with nothing paying it in the same paragraph; a message that does not end on a
name; any exclamation mark or dash; a claim about the reader's current site that is not a
neutral fact.

**The ear, which a person does.** Read it aloud as the one person speaking, in one breath
per sentence. If it could not have been said out loud to this reader across a table, it is written,
not said, and it fails. If a stranger reading it could not tell it from an agency's text with the
logo covered, it fails.

## What it never sounds like

An agency, promising. A startup, announcing. An assistant, explaining itself. A salesperson,
warming up. The failure this voice sits closest to is coldness, and the two guards against it
are the one true thing noticed and the exit line. Keep both in every uninvited message and
the voice stays a person.

## Worked pairs

Before is how the category writes. After is this voice.

**Cold mail, first sentence**

> Before: Hei! Olemme Archbotics, ja autamme suomalaisia pk-yrityksiä modernien ja
> tehokkaiden verkkosivujen kanssa. Voisimme toteuttaa teillekin uuden ilmeen.
>
> After: Moi Jukka, tein Kotico Oy:lle uuden etusivun. Kuva alla, puhelinversio ensin.

**Storefront headline**

> Before: Maailmanluokan nettisivut päivässä.
>
> After: Näet uudet sivusi ennen kuin maksat mitään.

**The AI**

> Before: Hyödynnämme tekoälyä tehostaaksemme prosessia.
>
> After: Tekoälytiimini rakensi ensimmäisen version. Minä tarkistin jokaisen sivun ja
> vastaan lopputuloksesta.

**Delivery**

> Before: Olemme iloisia voidessamme toimittaa upeat uudet sivunne!
>
> After: Tässä. Katso ensin puhelimella, sitten koneella. Kaksi asiaa jäi sinun
> päätettäväksesi, ne ovat viestin lopussa.

**A no**

> Before: Pahoittelut häiriöstä, poistamme teidät välittömästi listaltamme, mukavaa
> syksyn jatkoa!
>
> After: Selvä, en kirjoita enää. Kiitos että kerroit.