Most websites today are as dull as dishwater. Sure, they’re clean, well-organised, and packed with carefully chosen buzzwords. But half the time they are completely lifeless. Void of all personality. It’s like walking into a shop and being greeted by a well-dressed mannequin. Impressive to look at, but absolutely no connection.
Time and time again I have read (and said) “people buy from people“, not corporate drones. If your website sounds like it was written by a faceless automaton, you’ve already lost half your audience. And no, throwing in a few “we care about you” lines doesn’t fix it. It just makes it worse.
Personality Isn’t Unprofessional
Somewhere along the way, businesses got this bizarre idea that sounding human was a liability. Like if you showed even a sliver of personality, customers would run screaming. So instead, they play it safe. Sterile words, over-polished graphics, and copy that reads like it was approved by a committee of robots that have never actually read a website and wouldn’t spot personality if it slapped them in the face!
Safe doesn’t sell. And it sure as heck doesn’t make you memorable. You know what does? Being real. If you’re Bob the Plumber (sorry if your name is Bob and you are a plumber), don’t try to sound like “Robert’s Plumbing Enterprises.” No one buys it, and honestly, no one cares. If you’re the kind of guy who cracks jokes while unclogging drains, let that show. It’s not unprofessional – it’s human. It’s called personality.
When Did Messaging Become So Cold?
It’s not just websites, either. Try messaging a business on social media. Nine times out of ten, you’ll get a response so cold it might as well come with frostbite. “Thank you for contacting us. Your message is important.” Is it? Because it doesn’t bloody feel like it.
Here’s an idea: Put a name on it. Sound like you’re talking to someone, not checking off a customer service script. Nobody expects Shakespeare, but they do expect to feel like their message isn’t being processed by an AI chatbot that hates its job and really can’ be bothered dealing those pesky customers.
Why Authenticity Matters More Than Ever
AI search is rewriting the rules of content. Gone are the days when you could stuff your page with keywords and call it a day. Now, it’s about connection. Real connection earns AI’s approval in search and the reward is citations (which come across as recommendations). The more your content feels genuine, the more likely it is to resonate – not just with readers, but with AI search engines that are finally prioritising quality over cardboard.
And let’s be honest, if your website doesn’t feel like you, why should anyone care? Your words should sound like the same person customers will meet in person and over the phone. Otherwise, you’re just another faceless business, blending into the background noise.
However, It’s Not About Overdoing It
Being authentic doesn’t mean writing like everyone is your best mate. Nobody wants to read, “Hey, you sexy beast!” in an email about plumbing repairs. It’s about balance. Be real, but don’t be over-familiar. Show personality, but don’t turn it into a circus act.
Think of it as a chat. You’re talking to a customer (or potential customer), not auditioning for an Oscar.
Bottom Line: Be Memorable
People don’t connect with cardboard cutouts. They connect with real, messy, flawed, brilliant humans. So stop hiding behind safe, sterile content. Let your words reflect who you really are. Because when your website sounds like a person – not a company brochure – people notice. They trust. And they buy.
Skim Readers, This One’s for You – FAQs You Can’t Ignore
Why does my website need personality?
Because no one remembers cardboard. If your site doesn’t feel human, it won’t connect. People buy from people – not lifeless text and sterile designs. Add a bit of yourself into the mix, and you’ll stand out from the crowd.
Won’t adding personality make my business look unprofessional?
Not unless your personality is downright offensive! It’s about being real, not being sloppy. You can be professional and still sound like an actual person. People trust authenticity – it’s not unprofessional; it’s relatable.
How do I avoid sounding too over-the-top?
Keep it balanced. Think friendly, not cringey. Talk to your audience like you would a customer in your shop – casual, but with purpose. It’s about connecting, not writing stand-up comedy routines.
What’s wrong with playing it safe on my website?
Playing it safe often means sounding bland. Safe doesn’t sell – it blends into the noise. People want to feel like they’re talking to someone who gets it, not reading from a corporate manual.
Can personality really help my SEO?
Yes! AI search loves content that feels authentic and engages readers. If your website sounds genuine, it’s more likely to get cited in AI search results – and that’s gold for visibility.
Should my business messages also show personality?
Absolutely. Whether it’s a website, email, or social media reply, people want to know there’s a human on the other side. Even a short, friendly response can make a massive difference.
