Website Copy That Sounds Like You and Works (Without the Sleazy Sales Vibe)

I was scrolling through Instagram the other day and clicked through to three different photographer websites. What I saw was similar moody couple shots, all three saying something along the lines of "I capture authentic moments" and "let's create magic together".

All three were incredibly talented but I honestly couldn't tell you what made any of them unique from eachother.

Here's the thing - if your website reads like every other creative's, you're not just blending into the background. You're missing out on the genuine connections that turn casual browsers into "holy crap, you’re the one I want" clients.

The good news is you don't need to choose between sounding like yourself and actually booking clients.

Why Your Website Probably Sounds Like Everyone Else's (But It's Not Your Fault)

Let me guess - you've fallen into one of these traps:

The Pinterest Template Situation: You found a "photographer website copy template" and filled in the blanks. Except so did half the photographers in your area, and now everyone's website talks about "capturing authentic moments" and "telling your unique story."

The ChatGPT Copy-Paste Problem: You asked AI to "write website copy for a wedding photographer" and got the same generic paragraphs that 47 other photographers are now using. Turns out, when everyone uses the same prompts, everyone gets the same generic results. No surprise there!

The "Industry Standard" Trap: You've read every photography blog that tells you to use words like "timeless," "dreamy" and "magical" until your website sounds like a historical romance novel threw up on it.

The Competitor Stalking Syndrome: You found a successful photographer whose portfolio is *chef's kiss* so you basically rewrote your copy to sound exactly like theirs. Except their voice isn't your voice and now your copy feels like wearing someone else's shoes.

The Confidence Crisis: Deep down, you're worried that your actual personality won't book clients. So you default to flowery language that makes you sound like every other creative instead of the badass, one-of-a-kind artist you actually are.

Your dream clients aren't looking for another cookie-cutter photographer - they're looking for you.

The Lie That's Keeping You Generic

Can we talk about the biggest myth in creative marketing for a second?

This idea that you have to sound all romantic and dreamy to book weddings, or super artsy and clever to attract brand clients. Like your actual personality and your brand personality aren’t supposed to mix.

Here's what I've learned after years of writing copy for incredible creatives who were scared their real voice wouldn't book clients: Connection drives bookings way better than generic "magical moment" copy ever will.

Think about it - when was the last time you hired a photographer because their website made you feel nothing? Probably never. But that photographer who made you laugh out loud and think "finally, someone who gets our vibe"? You probably stalked their entire portfolio and filled out their contact form within ten minutes.

Voice and personality don't hurt your bookings. They create them.

5 Ways to Sound Like You 

1. Write Like You Actually Talk (But Leave Out the "Ums")

This one sounds simple, but most creatives completely overthink it.

Instead of writing "I specialize in capturing the authentic essence of your most treasured moments," try "I take photos of the moments you actually want to remember - not just the posed pretty parts."

See the difference? One sounds like a greeting card from 1995 and the other sounds like something you'd actually say to a friend describing your work.

Here's your test: Read your website copy out loud. If you wouldn't actually say those words to someone asking about your photography, rewrite them. If you say "awesome" instead of "exquisite," use awesome. If you're more "let's have fun with this" than "let us create timeless art together," lean into that.

Your copy should sound like the best version of how you talk in real life.

2. Share Your Actual Opinions (Yes, Even the Spicy Ones)

Want to know the fastest way to stand out in a sea of photographers? Stop being vanilla.

What photography trends make you want to roll your eyes? What client expectations do you think are unrealistic? What "must-have" shots do you actually think are overdone? Share those thoughts. Your ideal clients are probably thinking the exact same things.

The trick is being opinionated about the industry and approaches, not attacking other photographers. "I think overly filtered sunset photos are overdone" hits differently than "Other photographers have no creativity." One positions you as thoughtful, the other just sounds petty.

3. Tell Stories That Actually Connect

Here's where most photographers go wrong - they think any personal story will do. But your story about backpacking through Europe probably won't help someone understand why they should book you for their wedding.

The stories that work are the ones that show you understand what your clients are going through.

Maybe you were the bride who stressed about every detail and realized what actually mattered was having someone calm and confident behind the camera. Or you're the photographer who used to hate being in front of the lens, so you get why your clients feel awkward and know exactly how to make them comfortable.

Your story matters when it shows your clients that you understand their experience because you've been there too.

4. Use Your Real Personality

Not everyone needs to be the bubbly, high-energy photographer, but if that's who you are, don't hide it.

My personality is pretty laid-back with a healthy dose of sarcasm. I'm not going to pretend to be the "OMG this is going to be SO magical" photographer OR copywriter because that's not me. But I can joke about how I'm really good at getting people to laugh naturally.

The key is knowing what works for your ideal client. Wedding couples who want someone chill and fun? Absolutely show that side. Corporate clients who need someone professional and efficient? Lead with that energy.

5. Address the Thing Everyone's Thinking But No One's Saying

You know that elephant in the room? The thing your potential clients are worried about but feel weird bringing up? Talk about it!

"Yes, professional photography is an investment. And yes, you're probably looking at your phone thinking 'but the camera on this thing is pretty good...' Here's why hiring a professional is about way more than just having a fancy camera..."

When you acknowledge their real concerns upfront, you build trust. Plus, you get to position yourself as the solution instead of making them feel bad about shopping around or having budget concerns.

The "Does This Actually Sound Like Me?" Test

Want to know if your copy actually sounds like you? Try these:

The Client Call Test: When you read your own website, does it sound like how you actually talk to clients on discovery calls? If there's a disconnect, your copy might be too formal or too flowery.

The Excitement Test: When you read your homepage, do you feel excited about your own work, or do you kind of cringe? Your copy should make you feel proud of what you do, not embarrassed by how you're describing it.

What This Actually Looks Like

Let me show you the difference between generic and genuine:

Generic: "I am passionate about capturing the authentic beauty and emotion of your most precious moments through timeless, elegant imagery."

With Personality: "I take photos that make you remember why you fell in love in the first place - and I promise not to make you hold awkward poses for an hour to get them."

Both say you're good at what you do, but one feels like it could be anyone and the other gives you a sense of who this person is and how they work.

Generic: "Through my artistic vision and technical expertise, I create heirloom-quality images that will be treasured for generations."

With Personality: "I'm really good at catching the moments you didn't even know were happening - like when your dad tears up during your first dance, or when your toddler makes that face that's 100% pure sass."

See how the second version tells you this photographer pays attention to real moments and has a sense of humor about it?

Your Voice Is Your Superpower (Really)

Here's what I want you to remember: In a world full of template websites and copy-paste portfolios, your authentic voice is your biggest competitive advantage.

Yes, finding that voice in your copy can feel scary. You might worry it's too casual, too different, too... much. But I promise you - your people are out there looking for exactly what you bring to the table. They just need to be able to find you through all the "magical moment" noise.

Your website should feel like the digital equivalent of that perfect consultation call where you and your client just click. Where you finish each other's sentences and laugh at the same things. That's the kind of connection that turns inquiries into bookings.

Want to turn your website copy into something that feels authentically you AND books dream clients?