Sound Like You Mean It: How to Build a Brand Voice People Remember

Ever read something and immediately know who wrote it - even without seeing their name?

Or hear a song and instantly recognize the voice - like Billie Eilish’s haunting whisper or Aretha Franklin’s soul-drenched power (love!!)?

That’s the magic of a strong brand voice. And in a sea of sameness online, it’s not just nice to have. It’s essential.

Nowhere is this more critical than on your website.

Your site is often the first conversation, the first impression. It’s where your words need to sound like you - not like a generic “welcome to our homepage” (please, please never put that on your site) voice that could belong to anyone.

Because if your website sounds like everyone else’s, what’s stopping visitors from clicking away?

We’re living in a time where polished visuals, slick websites, and AI-generated content are everywhere - its' almost too easy.

But here’s the truth: none of that sticks if your voice doesn’t make people feel something real.

So let’s talk about what it really means to build a brand voice people remember - especially on your website - and how to use it to stand out, connect with your audience, and grow your impact (and business!).

What Is a Brand Voice People Remember?

Brand voice is your brand’s personality in words. It’s how you sound when you write emails, post on Instagram, or greet someone on your website. It’s your tone, rhythm, vocabulary, and point of view all rolled into one.

It’s not just what you say. It’s how you say it.

Think of it this way: If your brand were a person at a dinner party, how would they talk? Casual and clever? Grounded and wise? No-nonsense and direct? Or perhaps a bit quirky and poetic?

On your website, that personality needs to come through on every page: your homepage headline, your service descriptions, even your contact form intro.

A strong brand voice helps your ideal clients know, Oh, this is for me. It creates recognition, trust, and (when done right) a little bit of brand crush.

Why a Clear Brand Voice Matters More Than Ever—Especially Online

We’re all consuming content at warp speed - scrolling, swiping, skimming (for better or for worse!). You literally have milliseconds to make someone hesitate and think, “Wait, this feels different.”

A distinct brand voice is how you do that. It:

• Builds immediate connection and trust

• Helps people remember you (and come back)

• Filters out the wrong-fit clients (so good)

• Attracts those who vibe with you

• Turns passive readers into active clients

And your website? That’s where most people go to validate you. A potential client might find you through a referral or Instagram - but your site is where they decide if you’re for them.

Whether you’re a therapist, coach, designer, real estate agent, or run a wellness practice, your clients aren’t just buying your service. They’re buying the experience of working with you. Your voice gives them a preview.

Brand Voice vs. Brand Tone: Not the Same Thing

Quick distinction: your brand voice is consistent, but your tone might shift based on context.

• Voice is your core personality (warm, direct, cheeky, soulful, etc.)

• Tone is how that personality shows up in specific situations (email vs. Instagram vs. apology note)

Example: A real estate agency might have a brand voice that’s confident, helpful, and slightly playful. Their tone in a blog post about market trends might be more serious, while their Instagram captions keep it light and human.

On your website, tone can shift slightly from your homepage to your FAQ page—but it should all still feel like you.

How to Find and Shape Your Website’s Brand Voice

Here’s a simple (but potent) process to get started:

1. Look at What You’ve Already Said

Audit your site. Read through every word. Where do you sound most like yourself? Where do you fall into generic website-speak? Highlight the parts that feel real and get rid of the parts that could belong to anyone.

2. Describe Your Brand as a Person

Ask yourself: If your brand were a person...

• What would they wear?

• What kind of books or podcasts would they love?

• How would they speak?

• What do they never say?

This exercise helps you anchor the voice in something tangible.

And, yes, for many of us, our brand as a person sounds pretty much like, well - us. Because often we are the brand and our ideal clients are people like ourselves. But not always, so don't get stuck in focusing solely on yourself.

3. Choose 3–5 Core Voice Traits

Examples:

• Grounded

• Encouraging

• Expert but never preachy

• Curious

• Thoughtful but enthusiastic

Stick with adjectives you can embody, not just current buzzwords. (Avoid vague ones like “authentic” unless you define what that means for you.)

4. Write Voice Guidelines

This doesn’t have to be a 20-page document. Even a one-pager is powerful. Include:

• A short voice summary

• 3–5 voice traits with examples

• Words/phrases you always use

• Words/phrases you avoid

Use this document when you write or update any part of your website.

Examples of Brand Voice in Action (Across Websites)

Coaching

A leadership coach might use a calm, no-fluff voice with clear calls to reflection. Their homepage could say, "You already know the answer - you just need space to listen," rather than “Start your transformation now!”

Law

A boutique law practice might aim for clarity and quiet authority. Their homepage might read: "We’ll walk you through each step," instead of "Legal help when you need it most."

Therapy

Therapists often benefit from a voice that’s warm, grounded, and permission-giving. Try: "There’s nothing wrong with you" as your homepage headline, instead of "Get the support you need."

Retail & Product-Based

For brands that sell physical products (candles, skincare, gifts), a friendly, sensory-rich voice makes a difference. Don’t just say, "All-natural ingredients"—say, "Smells like calm in a bottle."

Consulting & Agencies

To avoid sounding like everyone else, a consulting firm might lead with: "We ask questions others skip" or "Strategy without the spreadsheet headache (that would speak to me, I loathe spreadsheets)."

Keeping It Consistent Across Your Website

Your brand voice should show up on:

• Homepage headers and subheaders

• About and Services pages

• Buttons and calls to action

• Contact forms

• Blog posts

• Confirmation and thank-you pages

Get the idea? So, everywhere! If it has words, it should sound like you.

Reading your site copy out loud is one of the best ways to tell if it feels natural. If you cringe or feel like you’re reading someone else’s words (or your grammar lesson from middle school). Time to rewrite.

A Gentle Nudge

Building your website voice is like creating the perfect signature outfit - you won’t get it perfect the first time, but the more you play around with it, the better it works. If you’d like help bringing your online voice to life, I’d be honored to help you shape the words that make people say, “Yes. This is who I want to work with.”

Want to dive deeper into how your website's words shape connection? Check out my article How to Write a "Work With Me" Page That Feels Like a Conversation.