There was a period where business websites became so polished and corporate that many started looking almost identical.
The same stock photos.
The same generic slogans.
The same smiling people pointing vaguely at laptops during meetings nobody fully understood.
And somewhere along the way, many businesses accidentally removed the very thing that made them interesting in the first place.
People connect with people, not generic marketing waffle.
Why personality matters more than ever
Modern websites compete in an extremely crowded online world.
Visitors make decisions astonishingly quickly now.
Within seconds people are subconsciously judging:
- whether the business feels trustworthy
- whether the website feels professional
- whether the company feels approachable
- whether the content sounds human
- whether the business feels memorable
A website with genuine personality immediately feels more engaging and believable.
Especially now the internet is increasingly flooded with generic AI generated content and painfully polished corporate websites all using exactly the same tone of voice.
Stop writing like a Victorian law firm
One of the quickest ways to remove personality from a website is writing everything in stiff overly formal language.
You know the sort of thing:
“We endeavour to provide comprehensive customer focused solutions with excellence and integrity.”
Which technically means absolutely nothing.
Most visitors respond far better to conversational language written like an actual human being speaking naturally.
That does not mean being unprofessional.
It simply means sounding approachable rather than like a legal disclaimer trapped inside a PowerPoint presentation.
Using “I” is perfectly fine
Small business owners often feel pressured to sound bigger online.
Which usually results in:
“We are delighted to offer our clients a bespoke customer focused solution.”
when in reality:
“I run the business myself and genuinely care about the work.”
Honestly? The second version is usually far more trustworthy.
People increasingly value authenticity online.
A one person business with personality often feels far more approachable than a website pretending to be a multinational corporation operating from a mysterious industrial glass cube somewhere near Milton Keynes.
Please step away from the handshake photos
Every web designer has seen them.
The aggressively enthusiastic handshake.
The group of business people laughing uncontrollably at a spreadsheet.
The suspiciously attractive call centre operator wearing a headset while staring into the middle distance.
These images communicate approximately nothing about your actual business.
Modern websites work far better when they use:
- real photography
- behind the scenes images
- your workspace
- your products
- your team
- genuine moments
Even smartphone photography can often feel more trustworthy than painfully generic stock imagery.
Your tone matters as much as your design
Personality does not only come from visuals.
It also comes from:
- how you write
- how you explain things
- the words you choose
- your sense of humour
- your honesty
- your confidence
Some businesses benefit from sounding calm and refined.
Others benefit from sounding energetic and playful.
The important thing is consistency.
Your website should feel like a genuine extension of the business itself rather than a template filled with random corporate buzzwords.
Modern websites are becoming too polished
Ironically, one of the biggest design trends in 2026 is moving back towards slightly more human, imperfect and editorial feeling websites.
People are increasingly tired of:
- generic AI content
- identical layouts
- overused startup design trends
- meaningless corporate slogans
- fake authenticity
The websites standing out now are often the ones brave enough to feel:
- personal
- distinctive
- human
- genuine
So what actually gives a website personality?
Authentic writing
Write conversationally and sound like a real person rather than a corporate brochure.
Original photography
Real imagery instantly makes websites feel more trustworthy and memorable.
Clear tone of voice
Your wording should reflect the personality of your actual business.
Consistency
Good branding, typography and messaging help create a recognisable identity.
Final thoughts
A website does not need to shout loudly to have personality.
Often the strongest websites simply feel thoughtful, human and genuine.
People remember businesses that feel real.
Especially now the internet is increasingly crowded with polished but forgettable websites all trying desperately to sound “premium”.
And if your website still contains a stock photo of two businessmen shaking hands in front of a blue sky, this may be your gentle sign to let it go.