One of the easiest ways to set yourself apart from your competitors is by creating a distinct voice through your written content. Whether you realize it or not, every website has a voice. For most businesses, the tone of their online voice is that of whoever wrote their content. Whether written by the site owner, an in-house writer, an SEO, a sub-contracted copywriter, or any such combination, each has contributed to creating the voice of the website.
Unfortunately, this type of collaboration also makes most content virtually indistinguishable from one website to another. Instead of creating a unique voice that is distinct throughout the site, what is created is a voice too diluted to be heard.
That’s not to say that the copy is bad. On the contrary, the copy can be quite effective at educating and engaging the visitor and driving them to the conversion point. Voiceless copy isn’t necessarily bland copy.