Approachable and professional sounding website copy–here’s how to do it

Now today, I want to start with a wee imagination exercise. Don’t worry. I’m not going to ask you to meditate, but imagine you’re on a healthcare professional’s website, right? You’re searching for a professional to engage with. But instead of finding a website that’s written with clarity and in a way that makes you think, Oh gosh, yes, this person finally gets me, you’re met with stiff, jargon-filled clinical language that reads a little like a textbook.

It probably might leave you wondering if this person really understands you, right? But while I’ve got you here, let’s also think about your own website.

Does it reflect who you are and make people feel the way you want them to feel? Or does it also risk leaving your audience or visitors with the same sense of disconnect?

Today, I want to talk to you about how you can make your writing more human and approachable while still showcasing your professionalism. I’m also going to share a free guide at the end to help you get there.

Often, when I review healthcare professionals’ websites—if I’m helping them with their website copy—I see language that makes me want to fall asleep. I’ll see words like facilitate, optimize, or evidence-based practices. These catchphrases might seem professional or impressive, but they don’t create the connection your clients are looking for.

They’re like corporate speak—empty and distant. With marketing, the biggest thing to remember is that people want to feel understood and supported. Using technical, jargon-filled language creates a distance and puts you at arm’s length.

It’s super easy to fall into the trap of feeling like you need to sound polished, using words that make you seem smart. But really, all you’re doing is creating a barrier.

Show Personality Without Losing Professionalism

One of the easiest ways to connect on a website is by using brand voice and showing your personality. But I want to touch on a misconception some professionals have: the fear that showing personality might make them seem unprofessional.

You’ve got to remember what being professional means. Professionalism is about being reliable, following through on your promises, and acting with integrity. Clients want to trust you, and that trust doesn’t come from seeing impressive vocabulary.

Think about the experts you admire. Do they bury their messages in jargon and fancy words? Or do they make complex ideas accessible and understandable, so you can connect with their expertise?

The Shift Toward Relatable Marketing

You might not believe me. You might think, Oh, Caitlin’s full of poo. Well, maybe I am. But speaking of poo, there’s a shift happening in marketing and healthcare where relatability is becoming key to standing out.

For example, Queensland Health’s “It’s okay to poo at work” campaign tackled an awkward but universal topic—using humor and relatability to start a conversation about an important healthcare message.

Next week, I’m talking to Caitlin Cash from the Queensland Health digital marketing team about how healthcare professionals can use approachable marketing to connect with their ideal clients. So, make sure you tune in!

Relatable content isn’t just for big organizations. It’s an opportunity for you to stand out by being yourself. Heck yes!

I didn’t always write in an approachable, conversational way. When I wrote my first website for my psychology practice, I treated it like an assignment for my supervisor to grade. It was full of phrases like utilizing evidence-based practices, tailored to your unique needs, and employing a client-centered approach.

But then I realized—I didn’t even understand what those phrases meant before my master’s program. So how was a client supposed to know? Those phrases were either empty and skimmed over or created confusion. As my copywriting mentor Anita Seik says, “When we confuse, we lose.”

When I rewrote my website to sound more like me—conversational and approachable—things changed. Clients started mentioning my website, saying, “Yes, you’re the one I needed,” just because something I wrote spoke to them.

Quick Tips to Write Like a Human

If you’re thinking, Okay, cool, Caitlin, but how do I do this? here are a few quick tips to get you started:

1. Audit Your Words and Write Like You Speak
   Read your website out loud. If you pause or need to reread something, it’s probably unnatural or too complicated. Rewrite it to be simple and conversational.
2. Vary Your Sentence Length
   When all your sentences are the same length, your writing sounds monotonous. Break up long sentences with short, punchy ones to keep people engaged.
3. Write to One Person
   Use the “rule of one.” Imagine you’re writing to one ideal client, not an entire audience. This helps you use specific language and speak directly to their needs.

If you want more tips, I’ve created a free guide called Ditch the Academic Speak and Write Like a Human. It’s packed with advice to help you write with personality while staying professional.

There’s also a bonus appendix with AI word swaps—because let’s be real, some AI-generated words like delve are overused and corporate-y.