By this point, “your website shouldn’t sound like your CV” is basically my catchphrase when discussing the importance of personality-packed copy for businesses. It’s an easy way to summarise that your website shouldn’t be a yawn-worthy career chronicle. Instead, your website should be exactly that: yours. 

In today’s saturated online space, being you is the one guaranteed thing your competitors don’t have. Plus, studies show human-to-human marketing is the future— which I think is pretty cool & something we should all be taking advantage of.

In short, your website needs to balance personality with professionalism if you want to connect & convert in 2023, especially if you’re a creative service provider.

I strongly believe every online business needs to showcase personality, but as a copywriter for creatives, I’m going to highlight why personality-packed copy is essential for those selling creative services (sorry finance bros, I’m just not ya girl).

What is personality-packed website copy?

I know the branding and marketing world can be overwhelming and full of jargon at times, but I promise this one is easy to understand. When I say personality-packed copy, I’m referring to website copy that shows your personality (who you are, your attitude, what you vibe with, etc.).

Your personality can be showcased in multiple ways on your website:

Your brand voice (how your brand sounds & communicates online)

Your imagery (the mood, atmosphere, and subject of your photographs)

Your messaging (what you share with your audience)

Your positioning (what makes you different & why you do things a certain way)

But your copy is by far the strongest reflection of who you are. 

Your words and voice are what make you stand out among a sea of similar photographs and fonts. 

Voice, message, and positioning are your secret sauce to connecting with potential clients the same way you would one-on-one in real life. 

What industries need personality-driven website copy?

“Surely I don’t need to showcase too much of my personality as a corporate event planner?”

“I’m a hairdresser, I don’t need to show my personality!”

Let’s clear some of these misconceptions up.

You’re a corporate event planner expecting people to trust you, your vision, and your price tag. And you’re not even going to introduce yourself and make a good impression? Uh-oh

Chatting with clients after a long day’s work. Reassuring brides they’re the most beautiful client you’ve had. Building up a roster of repeat clients. 

All of these things require you to make emotional connections and get along with people. How do you expect to build relationships if people’s first interaction with you (i.e. on your website) tells them nothing about you? 

Your online presence should align with your real-life personality.

“I thought it was all about them, and not about me? I’m confused.”

All those pesky copywriters telling you it’s about your ideal client and not you. And now, one of them has turned around and said you’re not showing enough personality. 

FFS.

It’s a balancing act. You need to share relevant information that’s going to help you develop trust and build relationships with your ideal client. You DON’T need to reel off your life story or academic achievements.

I work with a lot of wedding professionals, and they often struggle with knowing how much personality is too much. And honestly, I don’t think there’s a definitive answer to this. Obviously, you don’t want to be sharing your deepest, darkest secrets. But, being vulnerable, honest, and open shows you’re a multifaceted human who people can relate with. Decide what you’re comfortable sharing and assess if it’s relevant to your audience.

*Find out more about deciphering relevant information for your ideal client in this post on crafting your personal founder story.

Another way to leverage your personality is brand voice. Just like no one speaks or sounds like you in real life, they shouldn’t online either. Your brand voice should be distinctive and instantly identifiable.

My favourite example of this is Nikki, a life coach and wedding planner. If you take all of Nikki’s visuals away, her copy still sounds like her. And if you went from her website to a Zoom call, it would be seamless because her website sounds exactly like she does!

Basically, no matter your business, if you’re providing a service, your website needs to show your personality. 

Why your website needs personality conclusion

-If you want to sell 1:1 services or build a loyal community, you need to build relationships with your ideal clients. You can only develop trust and respect if you show up authentically and share who you are. 

-People don’t like surprises (well, maybe for a birthday), but otherwise, people want to feel like they know and connect with you before hopping on a call and meeting you in real life.
If online-website-you is completely different to irl-Zoom-you, people will be thrown off and instinctively trust you less.

-Trust is paramount for creative industries. Planning weddings, altering someone’s appearance, and coaching someone through an experience require people to trust you, your vision, and your capabilities. If people don’t trust you and what you’re offering, they will never part with their money.

-Personality is your power. If you’re still searching for your USP, maybe it’s time to look in the mirror. Just like you connect with friends and peers in real life, you will online too. Don’t be afraid to show and share because this is what will attract your people.

-Oh, and my last point on why personality-packed copy is SO important. How boring would it be not to be you? Showing up at work every day, wearing a mask, acting like someone you’re not. This façade won’t do anything for you, personally or professionally, so you might as well embrace being you and see where it leads you!

Need help writing personality-packed website copy for your wedding, event, hospitality, or service-based business? Copycat Studios can help. Learn about how website copy in a week intensive and other services here.