Let’s talk about brand voice.

If you’re new to online business, you might be thinking, “It’s my brand, so if I’m the one writing… it’s already in my voice, right?” Eeek. I wish! I used to think the same thing before I got into this world and I was wrong.

The truth is: just being yourself doesn’t always translate to clarity—or conversions. Especially when you’re writing website copy that’s supposed to do the heavy lifting for your business.

In this post, we’ll break down what brand voice actually is, why it matters, and how it shows up in every corner of your website—even if you’ve never written a brand guide in your life.

What Is Brand Voice?

Brand voice is the tone, style, and personality your business uses to communicate—across your entire digital presence. It’s not just about being “fun” or “professional” or “bold.” It’s about sounding like you in a way that connects with the people you’re trying to reach.

A strong brand voice reflects:

• Your values – What matters to your business?
• Your tone – Are you casual and clever? Supportive and sincere? Bold and to the point?
• Your language choices – Do you use contractions? Industry jargon? Emojis? GIFs?
• Your rhythm and sentence structure – Short and punchy? Long and lyrical?

Think of it like this… Do you talk to your grandmother the same way you chatted with girlies you met in a bar bathroom line at 2 AM in your early 20s?

Same person, different voice. Your brand needs the same clarity in how it speaks—just a bit more polished than that drunk 2 a.m. version of you.

Why Brand Voice Matters on Your Website

Your website is often someone’s first impression of your business—and your brand voice is what makes that impression feel personal, trustworthy, and memorable.

It tells visitors, “Hey, I see you. I get what you’re struggling with. And I know how to help.”

Without a clear voice, your copy can easily slide into generic territory. That’s when your dream clients start clicking around… and bouncing out. Because if you sound like everyone else, there’s no reason to stick around.

Common Brand Voice Mistakes (And What to Do Instead)

The fix? Start by identifying the tone, vocabulary, and rhythm that feels natural to you—and then filter that through what your audience actually needs to hear. Not in a manipulative way. In a clear and connective way.

Here’s what that can look like:

1. Pick 3 adjectives that describe your brand personality.
   Are you bold, nurturing, witty, grounded, elevated, high-energy? These are your North Star.
2. Audit your word choices.
   Do you say “clients” or “people”? “We help” or “we serve”? Tiny word choices make a big difference in how your brand feels.
3. Read your copy out loud.
   Does it sound like something you’d actually say? Or like a robot with a marketing degree wrote it?
4. Ask: who are you talking to—and what do they need to hear to trust you?
   Great brand voice doesn’t just reflect your personality, it bridges the gap between your voice and their concerns.

The goal isn’t to sound like a perfectly polished influencer or the most original voice on the internet. The goal is to sound like you—on your most articulate day—while clearly showing your audience they’re in the right place.

How Brand Voice Impacts Messaging and Conversions

Your brand voice isn’t just about vibes—it’s directly tied to conversion.

• A clear voice builds trust
  
• A confident tone communicates authority
  
• A consistent message makes you memorable
  

Whether you’re writing your homepage, services page, or sales emails, your voice is what helps people recognize, remember, and respond to your message.

You Don’t Need a Brand Voice Strategist, But You Do Need Strategy

I no longer offer brand voice development as a standalone service—but every web copy project I take on starts with voice.

We define how you want to sound, how your audience needs to hear it, and how to bring those two together on the page. It’s baked into the process—because strong voice = stronger copy.

Need Help Sharpening Your Website Copy?

If your site sounds flat, scattered, or like it was stitched together from six different DIY templates, it might be time to bring in backup. My web copy packages are designed to help you clarify your voice and convert with confidence—no brand guide required.