There’s nothing worse than landing on your own website and cringing. 😵 You read it back and think, “Who wrote this?!”
Your personality is giving absolute wet blanket vibes, your tone is more drone than stand-out-from-the-crowd, and your values are MIA… Basically, the more you scroll, the less you can find the actual you within your copy. Does this feel familiar to you?
If you’ve ever felt like your web copy isn’t quite capturing your amazing, unique voice and personality, or that it doesn’t quite match the way you show up with your clients, you’re not alone. And you’re definitely not stuck. This article is for business owners across the board who want their words to reflect the real them.
🤩 We’re talking personality-infused messaging, and copy that oozes emotional intelligence. Whether you’re a coach, financial planner, marketer, bookkeeper or wellbeing practitioner, you’ll discover how to make your words feel like home to your reader.
But first, why listen to me?
I’m Danyel, founder of Reign Virtual PA Services. I’m a Brand Voice and Storytelling consultant with a first-class creative writing degree and over a decade of experience helping professionals just like you reclaim their marketing mojo. From financial planners to marketers, coaches to wellness pros, I specialise in crafting content that connects – think human, engaging, and quietly powerful.
Be honest, does your current web copy actually sound like you?
Believe me when I say, this is so much more doable than you think…
💛 A quick story (and a big shift)
Recently, I started working with a brilliant bookkeeper who, in real life, is a warm, calming and incredibly thoughtful person, yet her web copy has been making her sound like just another financial professional. Buttoned-up, jargon-heavy, and written to please the wrong kind of client – people she’s actually outgrown.
She’s now stepping away from that spreadsheets-and-suits energy, and leaning into a tone that feels softer and more intentional. One that mirrors how she actually runs her business and the kinds of client relationships she values.
☺️ We started with a deep and meaningful conversation. Then I created a bespoke questionnaire designed to reconnect her with her values, aspirations, and the kind of experience she wants to offer. From there, I’ve been updating her web copy to reflect all of that.
It’s calm. It’s clear. And it’s now feeling really aligned. My client’s content now sounds like her: gently confident, inclusive, and rooted in what matters. The kind of content that draws in more of the right clients without her needing to shout.
How aligned are your words with who you really are?
😔 We can get so used to writing what we think our clients want to hear, that we can forget the power of showing up as ourselves, don’t you think?
Your words can still do their job while sounding like you. In fact, they’ll do it better.
One of my past clients, a young husband-and-wife property team, had brilliant offerings, but their website felt like it could belong to anyone. It was vague, impersonal, and said very little about their values. So we stripped it back.
We added in their story, their humour, their warmth, and we incorporated words and anecdotes that highlighted their youthful, out-of-the-box style. This resulted in clearer messaging, more aligned leads, and less wasted time.
😬 That’s the goal, right?
What can you do to make your web copy feel more like you?
Here are two places to start:
👌 Read your copy out loud.
Yes, really. Read it like you’re actually talking to your clients and audience in real life. And stand firm in the belief that your clients and your audience all get you, appreciate your insights, respect your time, and actually laugh at your terrible jokes. When you read your copy out loud: say it with The Most chest.💃
If you stumble, stiffen, or think “Ugh, I’d never say that,” then it’s probably not you. So scrap the words!
Tone and rhythm matter more than people realise. Your copy doesn’t need to be flawless, it needs to feel familiar. Especially if you’re in a service-based biz where trust is currency.
It’s not about sounding polished, it’s about sounding present, human, and thoughtful.
If your copy feels stale and sounds robotic, say goodbye to it. If it sounds like you, talking with clarity and purpose, keep it.
👌 Use your values as your compass.
Forget starting with what you think your people want to hear. Start with what you believe in.
Whether it’s transparency, compassion, humour, or calm, your values aren’t just part of your brand, they’re the emotional undercurrent of your voice. When you write from that place, your content doesn’t just inform, it invites. It builds resonance. It creates that quiet, “Ooh… they get it,” moment that makes someone stay longer on your page, trust you faster, and feel safe enough to enquire.
👆 This is the stuff that goes beyond tone of voice guidelines. It’s about emotional fluency, knowing how to translate your values, intentions and quirks into words that sound and feel like you.
😊 That’s what I help my clients do. I don’t just help them make their content clearer, I help them make it truer.
When your words reflect the person behind your business, that’s when they start properly working for you.
What’s the benefit of working with a copywriter who sees the real you?
When you’ve been writing your own content for years, it’s easy to miss the gaps.
Working with Brand Voice and Storytelling consultant like me means getting:
🤌 A fresh set of eyes that can spot where your messaging is missing the mark
🤌 Collaborative support that feels calm and grounded.
With a background in novel writing, character study, and a deep love of therapy and self-development, I write for people. I make your words feel like an invitation, not a smack-in-the-face sales pitch. 💛
Emotionally intelligent content isn’t just a nice-to-have, it’s what makes prospective clients and your audience read your words and say, “Yep. I trust them. I’m in.”
😊 If you’re ready to bring more clarity and connection to your web copy, I’d love to help.
Book a free 30-minute chat, and we’ll explore what’s possible together. No pushy sales pitches. Just a grounded conversation about how to support your growth, with words that feel like you.
Not quite ready? That’s absolutely fine.
Connect with me here on LI or IG for more insight, honesty, and the occasional rant about robotic copy.😝
