A website is often one of the first places somebody encounters a business. They may arrive after seeing a recommendation, finding the company in a search or noticing its name elsewhere. Within a short time, they will begin forming an impression of who is behind it.
Some websites look polished but still feel distant. The content is filled with corporate phrases, the photographs could belong to any business and the calls to action sound nothing like the people customers will eventually speak to.
Giving a website more personality does not mean making it unprofessional. It means communicating clearly, showing something genuine about the business and helping visitors understand who they will be dealing with.
Jump To:
- What Does A More Human Website Mean?
- Use Natural, Straightforward Language
- Show Real People And Work
- Tell A Relevant Business Story
- Make Visitors Feel Understood
- Use Real Examples And Evidence
- Create A More Approachable Design
- Make Your About Page Worth Reading
- Use Natural Calls To Action
- Balance Personality With Usability
- Build A Website That Sounds Like You
What Does A More Human Website Mean?
A human website feels as though it belongs to a real organisation with recognisable people, values and experience. It communicates in language its customers understand and provides honest information about what the business can do.
This will look different for every organisation. A solicitor, dental practice or financial adviser may need a more measured tone than a creative studio or independent café. Professional businesses can still sound warm and approachable without using jokes, slang or overly casual language.
The aim is not to force personality into every sentence. It is to remove unnecessary distance between the business and the people it wants to help.
Use Natural, Straightforward Language
One of the quickest ways to make a website feel more human is to replace vague corporate wording with clear explanations.
Phrases such as “comprehensive solutions”, “customer-centric services” and “innovative approaches” may sound polished, but they provide little useful information unless the business explains what they mean.
Compare these examples:
- “We provide comprehensive digital solutions for ambitious organisations.”
- “We design and maintain websites for businesses that want more enquiries and dependable support.”
The second version gives the visitor something specific to understand. It explains what the business does, who it helps and why the service might matter.
When reviewing your website content:
- Use familiar words where they are accurate
- Address the reader as “you” where appropriate
- Use “we” when describing the business and its approach
- Explain technical terms that customers may not know
- Remove introductions that delay the useful information
- Read important sections aloud to check whether they sound natural
Writing conversationally does not mean ignoring grammar or filling the page with informal expressions. The wording should sound like a clear and helpful conversation with a customer.
Show Real People And Real Work
Stock photography can be useful when an original image is not available, but a website built entirely from generic photographs can struggle to feel specific to the business.
Where possible, use images that provide real information, such as:
- The people customers are likely to meet
- The business premises or working environment
- Products being made, prepared or used
- Completed projects
- Staff carrying out genuine work
- Details that show the quality of a product or service
These images help visitors understand the business rather than simply decorating the page. They can also distinguish the website from competitors using the same stock photographs.
Real photography still needs some care. Images should be clear, appropriately lit and consistent enough to work within the design. A modern phone may be sufficient for informal updates and behind-the-scenes content, while important homepage, team or product photographs may benefit from a professional photographer.
Obtain permission before publishing identifiable photographs of staff, customers or other individuals. Images should also be compressed and correctly sized so they do not make the website unnecessarily slow.
Tell A Relevant Business Story
People may want to know how the business began, but they are usually reading because they need to decide whether it is suitable for them. A useful business story connects the company’s background to the experience it offers customers today.
You could explain:
- Why the business was established
- What problem its founders wanted to solve
- How its services have developed
- What the team has learnt from its work
- Which principles guide the way customers are treated
A dramatic origin story is not required. A straightforward explanation of why the work matters can be more believable than a long timeline filled with milestones.
Keep the story accurate and relevant. Avoid claiming that the business was created to “revolutionise the industry” unless there is clear evidence of something genuinely different.
Make Visitors Feel Understood
A website feels more personal when it reflects the questions, concerns and priorities of the people reading it.
This does not require complicated personalisation software. Begin by being clear about who the service is designed for and what those customers are likely to need.
For example, a local business owner looking for a new website may be concerned about:
- Not understanding the technical terminology
- Being left without support after launch
- Unexpected costs appearing during the project
- Finding time to prepare the content
- Knowing whether the finished website will be easy to update
Addressing genuine concerns demonstrates understanding more effectively than repeatedly describing the company as caring or customer-focused.
Useful customer language can often be found in enquiries, meetings, reviews and conversations. Pay attention to how customers describe their problems, then use those insights to make the website clearer.
Use Real Examples And Evidence
Personality should be supported by substance. A friendly tone is helpful, but visitors may still need evidence that the business can deliver what it promises.
Depending on the organisation, this could include:
- Relevant customer reviews
- Detailed case studies
- Photographs of completed work
- Named team members and their experience
- Accreditations that can be verified
- A clear explanation of the working process
- Examples of previous projects
Specific examples are usually more informative than broad claims. Instead of saying that a business provides “outstanding results”, show what was done, what challenge was addressed and what the customer said afterwards.
A well-presented selection of previous website projects can help potential clients understand the type of work a designer produces and whether its style suits their business.
Create A More Approachable Design
A website’s personality comes from its visual design as well as its words. Colour, typography, spacing, imagery and layout all contribute to how the business feels.
A warmer design might use:
- A varied but controlled colour palette
- Typography that suits the character of the brand
- Comfortable spacing around text and images
- Subtle illustrations or hand-drawn details
- Layouts that avoid making every section feel identical
- Small moments of visual personality used consistently
These decisions should reflect the business rather than follow a trend. Hand-drawn illustrations may suit a creative or family-focused brand, but feel out of place on a website that needs to communicate technical precision.
Personality should not make the design chaotic. Visitors still need consistent navigation, readable text and a clear understanding of what to do next.
Make Your About Page Worth Reading
An About page gives visitors an opportunity to understand the people, purpose and experience behind a business.
Instead of filling it with a formal company description, answer the questions a potential customer may actually have:
- Who will I be dealing with?
- Why was the business started?
- What experience does the team have?
- What types of customers does it usually help?
- How does its approach differ?
- What happens when I make contact?
Include relevant photographs and write the page in the same tone customers will encounter during a conversation. If the business is friendly and straightforward in person, the About page should not suddenly sound formal and distant.
Personality can come from small details, but keep them relevant. Visitors do not need every hobby or personal fact. Include details that help them understand the people they may work with.
Use Natural Calls To Action
Calls to action should be clear first and personable second. An unusual phrase may sound friendly, but it still needs to tell the visitor what will happen next.
Instead of relying on a generic “Submit” button, consider wording such as:
- Request A Website Quote
- Arrange An Initial Chat
- Talk Through Your Project
- Ask Us A Question
- View Our Website Packages
The most suitable wording depends on the business and the stage of the customer journey. “Buy Now” may be appropriate for a familiar product, while somebody considering a bespoke service might prefer a lower-pressure invitation to talk.
Avoid making promises the business cannot keep. Phrases such as “instant quote” or “reply within an hour” should only be used when the process genuinely supports them.
Balance Personality With Usability
A website can be distinctive without becoming difficult to use. Navigation labels, form instructions and error messages are rarely the right places for clever wording that visitors need to interpret.
Keep essential information clear and predictable. Visitors should not have to decode a playful menu label to find services or contact details.
Personality should also work alongside accessibility. Check that:
- Text remains easy to read
- Colours provide sufficient contrast
- Links and buttons have descriptive labels
- Navigation works with a keyboard
- Important information is not conveyed by imagery alone
- Animations do not distract from the content
Humour requires particular care. A light-hearted message may suit the main content, but it can feel inappropriate when somebody encounters an error, failed payment or urgent problem. In those situations, helpful instructions matter more than brand personality.
Build A Website That Sounds Like You
A website does not need to be loud, quirky or informal to feel human. It needs clear language, relevant imagery and enough honest information for visitors to understand the people behind the business.
The right balance will depend on the organisation and its customers. A considered website design can express personality without sacrificing professionalism, accessibility or ease of use.
If your current website feels generic or no longer reflects how your business communicates, contact Athena Media to discuss a design that feels more like your organisation.
