Does your website actually sound like you?
You know what you do. You know why people come to you. So why is it sometimes so hard to explain it on your website without sounding like everybody else?
You don't need fancier words. You need your words.
I've read plenty of websites where I finish a paragraph and still have no idea what the business actually does. And sometimes it's a business I know does really good work.
Somewhere between the first draft and the final version, the plainspoken explanation gets replaced with a lot of polished-sounding language. The personality goes missing. So does the point.
Three ways the message gets lost.
None of these is unusual. They're also easier to fix when you know what you're looking for.
Everything sounds impressive. Nothing sounds specific.
Words like “solutions,” “excellence” and “innovation” aren't necessarily wrong. But they don't tell a visitor what you actually help with.
You're explaining everything before explaining the main thing.
You know every part of your business. A new visitor doesn't. They need a place to start, not the whole backstory in one sitting.
It sounds nothing like an actual conversation with you.
Some businesses are warm. Others are straightforward, playful or quietly confident. That should come through in the words, too.
Same business. Very different feeling.
Imagine a small business that helps other teams get organized. Here's the difference between sounding professional and actually being clear.
That second version isn't right for every business, of course. That's the point. Your words should fit your business.
Not sure whether your website is saying what you really mean?
Let's find your words.
Forget writing website copy for a minute. Imagine someone asks what you do over coffee. Start there.
Answer these five prompts in your own words. I'll put them together into a simple messaging worksheet you can keep, revisit or share with your team.
No email address or sign-up. Your answers stay in this browser unless you choose to save or print them.
Think about the real people who come to you, not a broad target market.
Name the problem or the job to be done. Plain language is better.
Explain the work as if you were talking to someone who doesn't know your industry.
This might be how you listen, explain things, work alongside people or get things finished.
Make the invitation simple. What would be the easiest useful next step?
A clearer place to start.
This isn't finished website copy. It's the honest raw material you can shape into it.
Before you hit publish, check a few things.
This isn't about making every sentence charming. It's about making sure people can understand you, trust you and know what to do next.
Your words should sound like you.
If the words on your website or in your business communications do not quite feel right, I can help you make them clearer and more natural.
You can tell me a little about what you are working on right here.