How to write website copy that sounds like you (not AI)

There’s never been more online businesses to compete with. But is it just me, or have there also never been more copycat companies saying exactly the same thing, in exactly the same way?!

Now, I’m not saying it’s only down to AI-generated copy. Because there was always an element of businesses copying their competitors with the same straplines and using the same language… but AI has certainly sped the process up and made the internet an even bigger sea of sameness. 

As an expert website copywriter, I’ve noticed a trend – people are turning anti-AI copy and want to stand out as real people (apparently we can’t say genuine or authentic now without people thinking AI wrote it. Give me strength.) 

In 2026, people are realising how boring it is to sound like everyone else. So, here’s my take on how to stand out, sound like you (a real person, not a robot), and use it to your advantage. 

Spoiler alert: it comes from your stories, personality, and expertise.

Generic AI copy harms trust

The most important thing your website copy and your overall messaging does is to build trust and credibility with ideal clients. You want to portray why you’re the right person to help them, and show that you understand their situation and can help get them to their goals. 

If you use generic and overly polished words that don’t really say anything, buyers of today’s world know that you’ve cut corners and took the lazy approach. So it raises the question: Where else are you cutting corners? 

On the other hand, people can tell when you’re showing your true self and expertise and personality (even if it’s a bit weird). It’s hard to put yourself out there in your writing. It’s vulnerable. 

It’s also really tricky to be self-aware and objective enough to big your expertise up without feeling like you’re overselling yourself or being big-headed. Something obvious to you is not obvious to your ideal clients, so you leave it out and miss an opportunity to truly connect with your readers. 

I think one of the biggest reasons people love AI is because it does the cringey, difficult parts for us and creates something that sounds ok. It stays surface level and doesn’t push us to uncomfortable places of self-reflection. 

But we don’t want ok, right? We want high conversions, we want to build trust, and we want our ideal clients to think “Hell yeah, I need to work with them!” 

How to add more YOU to your website copy 

For a strategic website, whether you’re a one-man-band or part of a team under one brand, you need to add more YOU into your website copy.

Now, there is a little bit of a difference if you’re an individual service provider who mostly works by themselves vs being aprt of a larger team and therefore brand. As I work predominantly with solopreneurs and small business owners to reflect their personalities, my advice is tailored to them. 

But if you’re a brand with a larger team, the same thinking applies, you just need to think about how the OVERALL brand personality and team’s experience can be portrayed, rather than a single person. 

Let’s get into it…

Extract your stories and experience 

This is the most important step in making your website and messaging sound like you and nobody else. Think about all the things you’ve personally experienced. The stories you can tell that no one else can. 

This looks like: 

Examples of projects you’ve worked on before

All the steps you went through, the lessons you learned, and how it’s relevant to your ideal clients. 

Client results and testimonials 

Specifically what clients have said to you while working with them (or after!) that you personally helped them to achieve. Share testimonials and language used in feedback. 

Your background experience 

All the parts of your life you’ve done before now to get you to where you are today. That could include any other careers or personal experiences that influence you today. 

The more stories you share, the more authentic your marketing will be and the more people will trust you. 

Reflect your beliefs and values 

This part is all about what you really care about as a person and therefore as a business owner. What matters to you most, and how that influences your approach. 

That could be: 

Values you stand by

No matter what you’re doing, these values are important to you as a person. People love knowing what these are, as it gives them a look into the real you. 

Your overall mission

Whether in business or life, what is it that you’re striving to achieve? Give people a reason to be invested in you and your journey, as much as you are in theirs. 

Your opinions and beliefs

You might have opinions and beliefs others disagree with – what are they and why? For example, you might disagree with the way people usually approach things in your industry, so you stand up for this belief.

Showcasing what matters to you is not only important for creating a connection with your ideal clients who are on the same page – it also puts off the wrong-fit clients you’d hate to work with! 

Show your personality and quirks 

This is usually the section business owners get stuck on most. I’ve had loads of people say they don’t have a personality and don’t know what they like… but the more I dig, the more I realise how untrue that is. They just can’t see it themselves. 

So here are some prompts: 

Your likes and dislikes

From food to TV shows, talk about things you love (and why!) or things you hate (and why!). Even if it’s something simple like loving dogs, you’re sharing a part of you that people will connect with. 

The things you always say

Do you have phrases or sentences you say all the time? This is an easy way to add more of you into your writing, as it’s reflecting what you’d say if you were in front of people too. 

What makes you weird

Pretty much everyone has something they think makes them weird. But even if you do, you’ll always be able to find someone who appreciates your particular flavour of weird! 

These are the things that you do that people who know you well go, “ah yeah, that’s so them”. 

How I write web copy that sounds like you 

Now you have examples of what to say on your website to avoid sounding like someone else. 

These are all things you already know, because you’ve lived them. The tricky part isn’t having the stories – it’s knowing which ones to pull out, and how to shape them into something that works on a website.

That’s what I do. I have a process that gets everything out of you. You just answer the questions. I listen to the way you talk about your work, what gets you fired up, the things you say that make people lean in, and I reflect that back in copy that sounds like you on your best day.

I also interview your existing clients as standard. So it’s not just your version of how good you are – it’s theirs too. If your website currently sounds like everyone else’s and you want to change that, get in touch. Tell me a bit about your business and we’ll go from there.