What Makes Your Website Stand Out - Copy

Part 5: Copy That Actually Sounds Like You (And Converts)

Writing your website copy can feel like walking a tightrope: you want to sound professional—but also real. Informative—but not robotic. Approachable—but not unqualified. For the fictional local electrical business website I’m building, getting the voice right was just as important as the layout, colors, or visuals.

Because here’s the thing: visitors won’t remember your exact words. But they’ll remember how those words made them feel—and whether they trusted you enough to click, call, or book.

Here’s how I approached writing the copy—and how to make sure your website doesn’t sound like it was written by a stranger.

Know What Customers Actually Want to Know

When I started writing the homepage copy, I didn’t begin with the company’s history or list of credentials. I started with the questions real customers are asking:

• “Can you fix this?”

• “Are you reliable?”

• “How soon can you come?”

• “Do you actually show up when you say you will?”

So instead of leading with “We’ve been in business since 1989,” the site opens with a bold, reassuring headline:

We fix electrical problems the right way—the first time.

It’s clear. Confident. And instantly relevant to the person reading it.

Website copy should answer questions, solve concerns, and reduce hesitation—not fill space.

Ditch the Corporate Voice

No one wants to feel like they’re reading a user manual. That’s why I write copy that sounds like a real person wrote it.

In this build, that meant using:

• Short, confident sentences

• Everyday language (“We show up on time.” “We clean up after ourselves.”)

• A warm, friendly tone that reflects the actual team—not a marketing department

The brand still sounds professional, but it doesn’t sound stiff. Because real people hire real people—not faceless companies.

If your copy sounds like something from a template, your visitors will sense it. And they won’t stick around.

Every Section Should Lead Somewhere

I wrote each section with a clear purpose:

• Headline: Position the business clearly and confidently

• Intro paragraph: Build trust, highlight values

• Services list: Quick to skim, easy to understand

• Team section: Make them feel human, not just certified

• CTA: Clear, actionable, and low-pressure (“Request a quote” instead of “Submit now”)

Even small phrases matter. Instead of “Contact Us,” the button says:

Let’s Talk About Your ProjectIt’s a small change, but it sounds more like an invitation—and less like a form.

Match the Brand’s Personality

The tone of this electrical company’s site isn’t playful or quirky—it’s reliable, down-to-earth, and confident. I chose copy that reflected those traits:

• Reliable: “We show up when we say we will.”

• Down-to-earth: “We don’t upsell. We don’t overcomplicate.”

• Confident: “You’ll never need to call us twice for the same issue.”

The voice is friendly but no-nonsense—just like the service. That consistency builds credibility.

If your tone shifts between “professional expert” and “fun bestie” from page to page, it’s confusing. Pick a lane and stick to it.

Keep the Focus on the Customer

One of the biggest mistakes I see in website copy is too many “we” statements:

• We started in 2002…

• We believe in excellence…

• We offer…

Instead, I flipped the language wherever possible:

• You get electricians who show up on time.

• You’ll know the exact cost before we start.

• You get a fix that lasts—not a patch job.

This isn’t about changing what the company does—it’s about changing how we talk about it. Customer-first copy earns trust faster. Period.

Not Sure Your Copy Reflects Your Brand (or Actually Works)?

If your website feels flat, confusing, or like it could belong to anyone—you’re probably dealing with off-brand copy. I’d be happy to review what you’ve got, give you some clarity, or write it for you from scratch. Let’s make your site sound like you.