You’ve got a vision for your business, you’ve done the planning, you know what the work looks like, and you want to succeed. But how do you let the rest of the world know that you’re here, ready and waiting to help them? And how do you represent yourself in that world? How do you get that vision out in a way that reflects you accurately and is attractive to your target market?
I’d argue that it starts with your words—specifically, your website copy. Whether you’re building a brand from scratch or thinking about rebranding your business, the words you use on your website are the foundation of your brand identity. The right language shapes perception—about you, your business, and what you offer.
When I work with someone to develop that language, I start with the About Us page, then build the Home Page, and finally translate and compress that content into bios. It’s a natural progression: from the heart of your business to its first impression, and then to how you show up across platforms.
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Start with Your “About Us” Page: The Heart of Your Brand
Your mission and values: How to articulate them clearly What has driven you to start this business? What are your core beliefs and values? Expressing these clearly, in a tone that suits you and your business’s style, will inform potential clients of who you are and what you stand for. Getting the language right here sets the tone for the rest of your brand messaging.
If you’re a lawyer, you’re going to have a different approach from a plumber—both of you want to inspire confidence and make clients feel safe in your hands, but your services and tone will be very different. Whether you’re rebranding a service business or launching a new one, this is your chance to show what sets you apart.
Tell your brand story The About Us page is also where your brand story lives. We all love a good story—one that’s compelling, authentic, and relevant. I’m not talking about your entire life history—just the parts that explain why this business exists now and why it matters.
Maybe you’re a nutritionist turning personal experience into client support. Maybe you’re an event planner who thrives on creating calm from chaos. Maybe your hobby turned into a business because of your unique knack for helping people. Whatever the case, let your story reflect your values and the journey behind your brand.
If you’re rebranding, this is where you can speak to the evolution of your business. Why the shift? What’s changed? What remains true?
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Your Home Page: A First Impression That Sticks
Clarity over cleverness
First things first—you need a strong headline that immediately tells visitors who you are and what you offer. Don’t be cryptic or overly clever. When someone lands on your homepage, they’re asking: “Am I in the right place?”
Who, what, why
Make it instantly clear who you serve and why they should care. If you’re building a brand for a startup or refining one for an established small business, simplicity matters. Avoid jargon—technical terms can alienate visitors who aren’t familiar with your industry. Vary sentence length and keep your strongest messages short to maximize impact.
If you’ve written your About Us page first, you’ve already found your tone and style—make sure it carries through here. Consistency builds trust.
Call to action
Every homepage needs a clear next step. Should visitors book a call, explore your services, sign up for your newsletter? Use clear CTAs and internal links to guide them. People scan more than they read—strong copy combined with thoughtful design nudges them toward action.
Example: Clear vs. confusing homepage messaging
Let’s compare two hypothetical headlines:
- “Empowering Your Future Through Strategic Financial Solutions”
- “Independent Financial Advice for Young Professionals in NZ”
The first is polished, but vague. The second is specific and useful—it immediately tells the visitor if this service is for them. That’s the power of clear, targeted website copy.
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Your Bio: The Personal Connection
Once your core website copy is in place, turn your attention to your bios. These are often overlooked, but they’re essential to branding—especially for personal brands or small businesses. Whether you’re speaking at events, showing up on social media, or introducing yourself to collaborators, your bio bridges professionalism and relatability.
Tone and voice
Tailor your tone to the platform. Use first-person for warmth and approachability on LinkedIn or your website. Use third-person for credibility in formal settings like conference programs or media kits.
Example of tonal variation:
- First-person for LinkedIn: “I help independent creators grow audiences through thoughtful strategy and storytelling.”
- Third-person for a conference booklet: “Jane Doe is a digital strategist specializing in audience development for creators and small brands.”
Length matters
Have short, medium, and long versions of your bio at the ready. You might use a two-line version for a pitch, a paragraph for your Instagram profile, and a longer one on your website or guest blog posts. If you’re rebranding, this is a great place to reflect your updated positioning.
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How Your Website Copy Guides Your Brand Voice Everywhere
Your website copy—especially the About Us and Homepage—acts as the foundation for your brand voice across platforms. Whether you’re posting on social media, writing email newsletters, preparing presentation slides, or introducing your business in person, your website should set the tone.
Tone across platforms
Let’s say your brand voice is confident, warm, and knowledgeable. That voice can carry through:
- Instagram captions: casual, behind-the-scenes storytelling
- Email newsletters: friendly yet persuasive, with strong CTAs
- Presentation slides: punchy, benefit-led phrases that echo your homepage
If you’ve done the deep thinking on your brand messaging and voice, content creation becomes easier—you’ve already made the important decisions. Whether you’re launching, growing, or rebranding, strong website copy becomes your strategic anchor.
Consistent language builds recognition. When people see your words, they should feel like they’re hearing your voice. That’s how trust—and connection—are built.
Your Words Define Your Brand
Strong copy creates a brand and gives your graphic designer, web developer, and digital marketers a solid base to work from. Your words define your tone, your direction, and how people connect with you. In other words, your brand is you: clear, eloquent, and effective.
So take a moment—open your homepage and About Us page. Ask yourself: Do these words sound like me? Do they speak to the people I want to reach? Are they helping me grow my business?
If you’re starting a business and want to build a brand that resonates—or if you’re rebranding and looking to realign—start with the words.
“If your brand were a person, how would it speak—and would your audience want to keep listening?”