Why Personality Is the Secret Ingredient in Copy

Most sites get dull the moment things turn “serious.” Here’s how to keep your voice alive everywhere.

Author

Adam Goetz
October 28, 2025 • Reading Time: 2 minutes

Too many websites play it safe. The minute things get “serious” (like a service page, form, or checkout) the personality vanishes. Suddenly, everything sounds robotic and forgettable.

The truth: personality builds trust. It makes your business memorable. And it doesn’t just belong in headlines. You can (and should) weave it into the little details too.

Easy Ways to Add Personality to Copy

Small touches go a long way in making your brand feel alive. Here’s where to start:

  • Navigation labels: Instead of the same bland “Learn More,” experiment with wording that reflects your brand’s vibe.

  • CTA buttons: Don’t settle for generic “Submit” or “Click Here.” Use action-oriented phrases that sound like you, whether that’s bold, playful, or reassuring.

  • Empty states, forms, and 404s: These are usually afterthoughts, but they’re prime real estate for personality. A playful message on a 404 page or a friendly form confirmation makes you more memorable.

  • Product or Service pages: Even if the subject is technical or serious, a consistent brand voice signals confidence and authenticity. Explain the product or service how you would if you were talking in person with the customer.

🚀 Actionable Tip

Pick one overlooked area on your site (like your 404 page, a form confirmation, or an FAQ answer) and rewrite it to match your brand’s tone. Add a touch of humor, warmth, or clarity. whatever fits your style best.

Why This Matters

Adding personality isn’t just about being “fun.” It’s about building trust and leaving an impression that lasts beyond the visit.

  • Better recall: People remember brands with distinct voices.

  • More trust: A consistent tone feels human and reliable.

  • Higher engagement: Visitors are more likely to click, share, or return when your site feels alive.