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A lot of organisations try to sound overly professional and end up coming across like everyone else. In an effort to be taken seriously, the language becomes safe and neutral. AI-generated or otherwise, it’s a style of writing that avoids any risk, but it also means you don't say anything that actually sticks in someone’s mind. When everyone is aiming for the same corporate standard, everyone becomes forgettable. Another voice in the slop. Think of it this way – your tone of

A good website doesn’t actually start with the design; it starts with being honest about what you're trying to achieve. Before you think about colours or typefaces or layouts, you need to be clear about what you stand for and how you want to talk to people. Without that foundation – your basic values and a sense of who you are – even the most expensive website will feel somewhat empty. It’s the behind-the-scenes work that gives the site its structure and its soul. Planning ou

Most website copy doesn't fail because the writing is "bad." It fails because it’s looking in the mirror.