Clients are choosing an ongoing relationship with a specific person — copy that could describe anyone gives them nothing to connect with.
A list of qualifications tells a visitor you're competent; it doesn't tell them what working with you is actually like. Leading with your genuine approach or philosophy gives a visitor something to connect with beyond credentials alone.
Overly formal, generic "professional" copy could describe almost any business in the category — writing in a genuine, specific voice, even while remaining professional, makes the copy distinctly yours.
A specific reason you do this work, or a genuine belief that shapes your approach, is memorable in a way generic service descriptions aren't — specificity is what makes copy feel like a real person wrote it.
Phrases like "passionate about delivering results" or "committed to excellence" appear on countless competitor sites and have become effectively meaningless — specific, concrete language does more actual persuasive work.
Find out if your copy sounds distinctly like you.
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