If a Stranger Landed on Your Website, Would They Know It’s You?

Here’s a scary-but-useful question: Could someone copy/paste your About page into their own site and no one would notice?

If your brand voice could belong to anyone, you’re missing the magic.

Even the best website copywriter can’t rescue copy that’s vague or watered down. Because great messaging doesn’t just “sound professional”—it sounds like you. It reflects your perspective, your personality, and your lived experience.

If you’re struggling to articulate what makes your brand different, pause here and head back to this blog: How to Actually Define Your Brand Voice (No Vague Vibes Allowed). That’s where we lay the groundwork for discovering what your brand actually sounds like—so you’re not blending in when you were built to stand out.

Let’s talk about how to avoid sounding like everyone else and write website copy that connects, converts, and actually feels like you.

The 3-Second Read Test: Do You Sound Like Everyone Else?

Studies say people decide whether to stay on a website in about 3–5 seconds. I say: If your homepage leads with “Helping passionate entrepreneurs elevate their impact…” or “capturing timeless moments” you’re already losing them.

This is your 3-second read test:
➡️ Can your audience tell who you are, what you do, and why it matters in the first few lines of your site?
➡️ Does your copy sound like a real person—or like it was written by ChatGPT hopped up on LinkedIn clichés?

What Makes a Brand Voice Actually Unique

Let’s revisit what we covered earlier in this series:

• In Blog 1, we talked about how to determine brand voice using tone, rhythm, and values.
• In Blog 2, we showed how your voice can lead your SEO strategy.
• In Blog 3, we built a content library that sounds like you across the board.

Now we’re asking: how do you put all of that to the test?

Here’s what to look for in website copywriting that stands out:

• Specificity: “A Showit web designer who helps you feel seen in your own business” > “Helping creatives reach their goals.”
• Emotion: Does it feel warm, funny, cheeky, bold, honest, soothing? (Pick your vibe and lean in.)
• Point of view: What do you believe about your industry, your work, your people?
• Your Values: What do you stand for/don’t & is this clearly communicated in your copy?

Even simple changes can shift everything. For example:

❌ “Welcome! I’m a photographer based in Maine.”
✅ “New England photographer. Obsessed with earthy light, real moments, and dogs in bow ties.”

Tips to Write Like You (Not a Corporate Brochure)

If you’re wondering how to write like you speak, here’s how:

• Record yourself talking about what you do, then transcribe it and edit.
• Use contractions. Ditch buzzwords. Say it the way you’d say it to a friend.
• Use brand-specific phrases or inside jokes where it feels natural.
• Add examples, metaphors, or mini-stories to bring abstract ideas to life.

And if you want a shortcut? Steal from your own emails, DMs, or client testimonials. That’s where your real voice lives.

Need Help Developing Your Brand Voice?

A great website copywriter doesn’t just make your site sound good—they help you discover how you sound when you’re clear, confident, and connected to your audience.

If your copy’s not quite clicking (or you’re stuck in “polished but forgettable” mode), it might be time to invest in a partner who can help you develop your brand voice and build copy that actually converts. Grab the exact foundation that we use helping creatives like you develop their own messaging with every single copy project!

One Last Thought

You’ve got 3 seconds to make someone feel seen. Not sold to. Not impressed. Seen. Your brand voice is the key. Use it well, and your people won’t just find you—they’ll stick around.

👉 Explore our website copywriting packages.

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