A website isn’t just a digital shop front – it’s often the first proper impression someone gets of your business. And yet, a lot of websites still feel stiff, overly corporate, or like they’ve been written by a committee.
The end result is usually the same. The site looks “professional”, but it feels cold. Visitors don’t quite connect with it, don’t stay very long, and don’t feel any urgency to get in touch.
The good news is, adding personality to your website doesn’t mean making it unprofessional. In most cases, it’s about small, sensible changes that make the site feel more human and more like the people behind the business.
How to Add Personality to Your Website
Use Conversational, Normal Language
One of the biggest mistakes businesses make is writing their website in a way they’d never actually speak. Everything becomes formal, vague, and full of buzzwords that don’t really say much.
If you wouldn’t say it out loud to a customer, it probably doesn’t belong on your website.
- Write the way you actually talk to customers day to day
- Use “we” and “you” instead of distancing language
- Say what you do clearly, without padding it out
For example, “We provide comprehensive digital solutions” sounds impressive but doesn’t tell anyone much. “We build websites that help local businesses get more enquiries” is clearer, more honest, and easier to trust.
Use Real Images, Not Just Stock Photos
There’s nothing wrong with stock photography in small doses, but when every image looks like it came from the same library, the site starts to feel generic.
People want to see who they’re actually dealing with.
- Real photos of you, your team, or your workspace go a long way
- Behind-the-scenes shots feel far more genuine than staged ones
- Custom illustrations can work well if they suit your brand
You don’t need anything fancy. Even decent phone photos will usually feel more trustworthy than perfect-looking stock imagery.
Tell People Your Story, Not Just Your Services
Most visitors aren’t just comparing prices or features. They’re trying to work out whether they trust you.
This is where a bit of storytelling helps. How you started, why you do what you do, and who you enjoy working with all give people context.
- Explain how the business came about
- Talk about the kind of clients you enjoy helping
- Use real examples rather than vague claims
You don’t need a dramatic backstory. Even a simple explanation of why you care about your work makes a difference.
Make the Experience Feel Relevant
A website feels more human when it feels like it’s talking to the right person.
This doesn’t have to mean clever tech or complex personalisation. Often it’s just about being clear who the site is for.
- Mention locations, industries, or types of customers you work with
- Make it obvious how someone should get in touch
- Use welcoming language rather than generic instructions
If someone feels like the site “gets” them, they’re far more likely to stick around.
Relax the Design a Little
Not every website needs to look like a corporate annual report.
Small design choices can make a site feel warmer without making it messy or unprofessional.
- Softer font choices where appropriate
- Subtle hand-drawn elements or informal highlights
- Less rigid layouts that give content some breathing room
These touches help a site feel designed for people, not just search engines.
Let Your About Page Sound Like a Person
Your About page is often one of the most-read pages on a website, yet it’s usually the most boring.
This is your chance to show there are real people behind the business.
- Write it like you’re introducing yourself
- Share a bit of personality, not just job titles
- Explain what actually makes you different
People don’t expect perfection. They just want honesty.
Use Calls-to-Action That Feel Natural
“Contact Us” works, but it doesn’t exactly invite anyone in.
Calls-to-action are another place where a bit of personality can make a big difference.
- “Let’s Have a Chat”
- “Ready to Get Started?”
- “Fancy Talking This Through?”
If it sounds like something you’d actually say, it’ll usually work better.
Final Thoughts
Your website doesn’t need to be loud or gimmicky to have personality. It just needs to sound like a real business, run by real people, who understand their customers.
A website with personality builds trust faster, keeps people on the page longer, and makes it easier for visitors to take the next step. If you want help making your website feel more like you and less like a template, get in touch with Athena Media.
