Because your values shouldn’t get lost in your website’s tone.

You’ve probably been there: staring at your website thinking, “This doesn’t sound like us.”

Maybe it feels a bit cold. A bit too corporate. Maybe the copy came from a well-meaning volunteer or someone “good with words,” but something about it just doesn’t click.

That disconnect? It matters more than you think.

Your website is often someone’s first experience of your work. If it doesn’t feel like you—your values, your energy, your way of doing things—people feel it. And they move on.

But here’s the thing: making your website feel human doesn’t mean it has to be casual, messy, or unprofessional. It just means it needs to sound like it was built by (and for) real people. Here’s how to do that—without losing clarity or credibility along the way.

Use Plain Language (And Ditch the Jargon)

One of the fastest ways to sound human? Write like you talk.

Here’s what to avoid:

• “We leverage integrated, scalable solutions to optimise client outcomes.”
• Here’s what’s better:
• “We help small teams simplify their systems so they can focus on what matters.”

If someone has to read it twice, it’s probably too complex. Trust your voice. Clarity is more powerful than cleverness.

Tip: Read your copy out loud. If you wouldn’t say it to a client or colleague in conversation, rewrite it.

Show Your Face (or At Least Your Team’s)

People connect with people. Not stock images. Not corporate graphics.

Even if your team is small, your space is humble, or your work is behind-the-scenes—there’s always a way to bring real-life visuals into your site.

• Include candid team photos (even phone-quality ones beat sterile stock)
• Add names and bios to your About page
• Share behind-the-scenes moments in your blog or homepage copy
• Use your own voice in blog posts and email sign-offs

These small moments of humanness build trust. They also set you apart—because no one else has your exact story.

Talk to One Person, Not the Crowd

One of the biggest copy mistakes? Writing like you’re presenting to a room of stakeholders instead of having a 1:1 chat with someone who needs what you offer.

Instead of:

“Our organisation supports individuals through various community-led programs and initiatives.”

Try:

“If you need support, we’re here—with free programs, local events, and a team that actually listens.”

Write to one person. Make it feel personal. That’s what builds connection.

Be Transparent About Who You Are (and Aren’t)

Professional doesn’t mean polished to the point of perfection.

It’s far more powerful to be clear about your size, your scope, and your values than to try to “sound bigger.”

Examples:

• “We’re a small team, but we care deeply about doing things properly.”
• “We’re not a big agency—and we don’t want to be.”
• “We build websites for people who don’t speak tech.”

Being upfront about what makes you different is a strength—not a weakness. It makes the right people lean in.

Let Your Values Shape Your Voice

Most of the clients I work with care deeply about what they do. That passion should come through on the page.

Not just in your mission statement, but in how you write your headlines, describe your work, and invite people to get involved.

Some ways to weave values into voice:

• Use warm, inclusive language ("You're welcome here," "We see you")
• Avoid fear-based marketing or scarcity tactics
• Let your copy reflect your tone—calm, grounded, hopeful, honest

Remember: You don’t have to be loud to be clear. Gentle confidence is just as effective.

Be Consistent Across the Site

One of the biggest killers of a human-sounding site? Copy that changes tone every few pages.

If your homepage is calm and conversational, but your services page reads like a corporate brochure, your audience gets confused.

You want consistency in:

• Tone of voice (casual? confident? warm?)
• Word choice (are you saying “clients,” “customers,” “community”?)
• Structure (is your About page a story—or a resume?)

Consistency builds trust. And trust is what makes a site work.

Don’t Hide the Contact Info (Seriously)

There’s nothing more frustrating than a beautiful website… with no clear way to get in touch.

Make it easy for someone to:

• Email you
• Book a call
• Fill in a simple contact form
• Reach out with a quick question

Friendly, visible, and low-pressure wins every time.

See how I do it →

Bonus: Add a Few Strategic Touches of Personality

Once your core is solid, sprinkle in:

• A line in your footer that feels like you (“Built with clarity, not complexity”)
• A helpful 404 page with humour or warmth
• Blog posts that sound like real conversations

These small moments make your site memorable—and human.

In Summary: How to Keep It Human (Without Losing Professionalism)

✔ Use plain, clear language

✔ Write like you’re talking to one person

✔ Show the real people behind the work

✔ Let your values shape your tone

✔ Keep it consistent

✔ Make it easy to connect

✔ And don’t be afraid to sound like you

Professional doesn’t mean cold. It means clear, confident, and aligned.

If your site doesn’t feel like you—it’s okay to start small, shift your tone, and find your voice again.

And if you want help? That’s what I do.

Let’s talk about making your digital feel more human →

Or explore my services →