You’re not boring. But your website copy might be.
Don’t feel bad about it—so many business owners fall into the trap of using generic language on their website. And with the rise of AI-assisted copy, it’s even easier to end up sounding exactly like everyone else.
Because most people don’t set out to write bland website copy. It usually happens when they start trying to sound professional.
Suddenly, you’re writing phrases like, “thoughtfully curated,” and “an elevated experience.” And before you know it, your website could belong to anyone in your industry … or any industry.
But good news! You can fix it.
Which is important—when your website copy sounds interesting, relatable, and filled with personality, people notice. And when they notice, they keep scrolling.
And when they keep scrolling, they’re a lot more likely to inquire.
Keep reading for five simple ways to add more personality to your website copy. I’m walking through each of them below.
#1 — Write like you talk
Instead of getting in your head about sounding professional, take a breath. All you need to do is write the way you’d actually talk to your clients.
If you love using the word “awesome,” put it on your website. If you tend to speak in shorter, staccato sentences, let your writing be a little choppier too. And if you’re the type of person who throws in the occasional side comment or joke when you’re explaining something, that belongs in your copy for sure.
Everyone has their own cadence and flow when they speak. Once you figure out yours and let it show up in your writing, your copy will instantly feel more personal.And the more your website sounds like you, the easier it is for the right people to connect with it.
#2 — Pull phrases from your discovery + kickoff calls
We’ve all had writer’s block. So if you’re sitting in front of your laptop trying to “write like you” and nothing’s coming to mind, I’ve got just the thing.
Start paying attention to what you already say on your discovery and kickoff calls.
Yes, seriously!
There’s copy gold hiding in there somewhere. Because the way you explain your process, answer questions, and reassure potential clients is often the clearest version of your messaging.
And since you already communicate those ideas naturally when you’re talking to clients, seeing them on your website will instantly make your copy feel more authentic.
#3 — Add in some microcopy!
When people think about website copy, they usually focus on the big sections—your homepage intro, your services page, your about page, etc.
But some of the best opportunities to add personality actually live in the tiny bits of text scattered throughout your site.
Things like button text, form instructions, captions, little labels, and any other small written details are called microcopy, and it’s one of the easiest ways to sneak in extra personality without rewriting everything.
Have fun with it! In a recent website project, I added some microcopy into their About sections, and it fits both them and their brand so well.
And once you start looking for these little opportunities, you’ll start to notice them everywhere—and fall in love with how much more human they make website copy sound.
#4 — Cut out overused buzzwords
For website copy that feels more aligned with your personality, you’ve got to cut out the buzzwords. You know, the ones that you read over and over again no matter who’s website you’ve landed on.
“Timeless,” “intentional,” “elevated” … the list goes on and on.
And the thing is, those words don’t really mean anything (especially because EVERYONE is saying them) unless they have the right context to back ‘em up.
What makes your work timeless? How is your client experience elevated?
Instead of leaning on buzzwords, try describing things the way you naturally would to a client.
Chances are, that version will sound a lot more interesting—and a lot more like you—than the same recycled language you’re seeing all over the internet.
#5 — Don’t be afraid to share your opinions
Sooo many of my clients have told me that they’re afraid to be “too opinionated” on their website because they don’t want to scare people away.
But—and I say this lovingly—that’s kind of the whole point.
You want some people (aka “green flag clients”) to read your site and think HELL YES this is the person for me. And, you want some people (aka “red flag clients”) to read your site and think NOT FOR ME!
That’s okay.
Because the goal of your website copy is to turn people off from working with you just as much as it is to turn people on.
Want to hear one of my opinions that sits proudly on the homepage of my brand new website (coming soon!)?
WE’RE SOOOO NOT PEOPLE PLEASING IN 2026.
So go out there and do whatever feels right for you.
TLDR; Showing who you are is good for business
At the end of the day, the goal of your website copy isn’t to cosplay some impressive corporate business person—it’s to sound like you.
When your personality shows up throughout your site, it’s an incredibly refreshing moment of “okay, she’s wholly herself. I’m into it.”
The result? Inquiries will feel less random, more aligned, and will connect you with the people who are going to be SO FREAKING EXCITED to work with you.
Want some help (or a little kick in the booty about) writing personality-rich website copy?
- Book a website copy audit to get pro eyes on your site
- Read the rest of my blog for more website copywriting tips
- Subscribe to my weekly newsletter, The Byline, for all things copywriting, business, marketing, and more
- Follow along on Instagram for behind-the-scenes moments and even more copy tips
- Hire ME to write your website copy!! You know you wantttt to 🙂 Click here to inquire.
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