Why Your Website Copy Sounds Like Everyone Else's (And How to Fix It)
As a copywriter, part of what I do when writing for my clients is competitor research. I want to know what others in their industry are saying and how we can say something unique and different.
After spending hours scrolling through websites, I sometimes find that they can sound strangely similar. Buzzwords and phrases are being used over and over again. And while they might have at one time been unique, it gets to a point where everyone is saying the same thing.
Which is why I believe that if your website copy could be copied and pasted onto any competitor's site without anyone noticing, it's time we had a chat.
How can your website sound the same as everyone else's? And how exactly do we fix that? Keep reading for the answer directly from a copywriter who's seen this cost too many conversions.
Generic Copy on repeat
Why Everyone Sounds the Same (and why it matters)
Picture this: Your ideal client is browsing websites, looking for someone who gets them. After the third site that talks about "elevating their brand" and "taking their business to the next level," they're numb to it all.
I see this everywhere I look. The same phrases recycled across entire industries. There's nothing particularly wrong with these phrases individually, but here's what happens when everyone uses them: your message disappears into white noise.
Your unique personality and weirdness is your competing factor. But most people are too scared to use it.
Make it stand out
I was writing a sales page for a brand photographer recently and made 100% sure there were zero industry buzzwords in their copy.
It ended up being one of my favourite sales pages yet because it was packed with his unique personality - not to mention he was thrilled about it.
What Generic Copy Actually Costs You
Your ideal client is sitting at their computer, desperately wanting to feel understood. But after looking at a handful of websites that all sound identical, they can't tell one person from another.
They don't feel particularly seen, heard or understood by anyone.
They're waiting for that moment when someone finally speaks their language.
When they're not connecting on a personal level with anyone, they end up choosing based on price instead of personality and that's a race that none of us want to compete in.
This is where your unique voice comes in. Your quirks can be your features - the things that make you different are exactly what your people are searching for.
How to Actually Sound Like You (And Not Everyone Else)
Here are three steps to reclaim your voice from generic copy:
Step One: Audit your current copy - Read your website out loud. Watch for phrases that make you stumble or don’t feel natural. If it's not easy for you to say, it's clearly not in your true voice.
Step Two: Listen to how you actually talk - Record yourself explaining your services to a friend (I know, recording yourself feels stretchy, but hear me out). Pay attention to your natural phrases you’re saying over and over again and the topics that light you up. Those excited moments are the messages you want to have on repeat.
Step Three: Embrace your quirks - The things you think are "unprofessional" about your personality are actually your secret weapons. From a girl who was constantly called "weird" all through school, trust me - it feels damn good to let those quirks out in the open.
Your voice is your competitive advantage. In a world of generic content and copy-paste messaging, what makes you stand out is your unique human perspective.
When you show up authentically in your copy, your ideal clients don't just hire you - they feel relief that they finally found someone who truly gets them.
Are you ready to find your voice? I've created the same Brand Voice Guide I use with every client to help them discover what makes their message unique. Download it below and use it to build the foundation you need to write in your own voice.