How to Write Website Copy That Doesn't Sound Like Everyone Else's
If your "work with me" page could belong to any coach on Instagram, it's not doing its job. Here's how to actually fix that.
Read your own "work with me" page out loud. If it could belong to any coach in your niche with the name swapped out, that's the problem — and it's incredibly common in this industry, because so many of us reach for the same safe, aspirational phrases without noticing.
"Empowering women to step into their highest self." "Helping you unlock your full potential." These phrases exist on hundreds of coaching pages, and they say almost nothing, because they could be true of any coach, in any niche, for any client.
The fix isn't more inspiring language. It's specifics. Specifics are the one thing another coach genuinely can't copy, because they're actually true of you and your process, not a template of the industry.
Instead of "years of experience," say what you actually did before this — the sales floor you cut your teeth on, the corporate job you left, the thing that qualifies you beyond a certification. Instead of "personalised support," describe the actual thing you do differently — do you reply to voice notes within a day? Do you build a plan around someone's actual schedule instead of a generic 12-week template? That's not a small detail, that's your entire point of difference, and it's usually already true of how you coach, just never written down.
The other thing that quietly kills coaching copy is trying to sound inspiring instead of sounding true. Real writing has rough edges — an honest sentence about what coaching with you won't fix, a blunt line about who you're not the right fit for. Polished-to-death copy reads like it belongs to the industry, not to you, and people can feel that even when they can't say why.
If you're stuck, try this: record yourself explaining your offer to a friend on a voice note, then transcribe it and tidy the grammar. Don't start from "inspirational" and try to make it sound like you — start from how you'd actually explain it, and clean it up from there.
If any of this sounds like where your site's at right now, I run free 45-minute clarity calls for coaches and practitioners — no pitch, just an honest look at what's working, what isn't, and what I'd fix first. Book yours here.