Do you ever feel like the copy on your website doesn’t sound like you? Like you use words such as “professionalism” or “guaranteed quality” just because you’ve seen others use them? Your brand voice is really an extension of your personality and the values you bring to your work every day. You don’t need big words to make a real impact.
Write for the customers looking for your business
People are looking for human connection, especially in fields like wellbeing and hospitality. They want to feel that there’s someone behind the screen who understands their concerns. When you write the way you speak—with respect, but without unnecessary barriers—trust barriers gradually begin to disappear.
Build a conversation with your customers
Your message should be an invitation to talk. Instead of listing technical features, try describing how your customer will feel after working with you. Use action verbs and sensory imagery that help them picture the experience in a tangible way.
Consistency is the key to editorial success. If you’re playful and approachable on Instagram but become stiff and formal on your website, you create a disconnect that can confuse visitors. Choose a tone that feels right for you and stick with it at every touchpoint, from the confirmation email to the services page.
Remember that your brand voice will evolve over time. Listen to how your customers respond and what words they use when describing your services. Those words are often the most powerful communication tools you can use in your future copy.