Why your website copy doesn’t sound like you (and how to fix it)
You know your business. You could talk about it for an hour without notes. So why does the "About" page read like it was written by someone who's never met you?
It usually comes down to one of three things:
You wrote it while trying to sound "professional." Most people's idea of professional writing is stiffer and more distant than how they actually talk, and stiff, distant copy is instantly forgettable. The businesses that stand out sound like a specific person said this, not like a template got filled in.
You're describing what you do instead of what changes for the client. "We provide bespoke solutions tailored to your needs" tells a reader nothing. What actually happens when someone works with you? What's different for them afterwards? That's the sentence worth writing.
Nobody's read it out loud. This is the fastest fix there is. Read your homepage copy out loud. Anywhere you stumble, or anywhere you'd never actually say those words to a client's face, that's the bit to rewrite.
The fix, in practice:
Write the first draft the way you'd explain it to a client over coffee, then tidy it up; don't start "tidy"
Cut every sentence that would still be true if you swapped in a competitor's name
Keep the words your clients actually use to describe what you did for them, that language is more persuasive than anything a copywriter invents from scratch
Good website copy doesn't need to be clever. It needs to sound like exactly one business wrote it; yours.
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