You are in a bar or at the park and an attractive someone or other catches your eye. You walk over with an unflinching confidence that is systematically exploding every light bulb you pass by. Everyone is turning in your direction to see what you do next because just like reality TV, this really matters. You smile, extend your hand, and say “Hello, my name is (whatever) and, for 15 years, I have sold clothes.”
Now you’re wondering, as that attractive someone tries to maneuver their way across the room as far away from you as they can, what the hell went wrong? One the first things people ask themselves is “Is it something I said?”

In this case, and in the case of many websites on the Internet, the answer is half yes-half no. It’s not what you said, it’s how you said it. Just like selling who you are to another person, you need to sell your business, service or product to a customer. Being bland is never going to help that cause. Some businesses are very information based and the long-tailed and horrid terminology tends to be mandatory. That shouldn’t be an excuse though.
One of my biggest obsessions other than making sure that content is satisfactory in both quality and quantity is to make sure that it has a voice and that the voice is universal across a brand. It’s important that that voice is unique to your brand. You might sell paper or lug nuts or offer a service to read books backwards to the elderly, it doesn’t matter. You can have a voice and one that is interesting and provoking. Writing copy has gone from putting basic information on the Internet that could be read back in the voice of a robot to copy that is injected with a certain human quality that makes the content more interesting, relatable, understandable, funny, informative and so on. In the end, it all depends on your voice.
Be funny, be weird, be mean (in a nicer way), be edgy, be goofy. Be something as long as your not being boring. Your voice or the voice of your copywriter will be how you present yourself to your current and potential customers. You have the power to be the company that you want to be seen as, you just need the right words.