How to make your website feel more human (and less salesy)

I made a commitment this year to be more human in the way I approach marketing for my business. After all, I started this business to live a life driven by my values — one of which is to build meaningful, authentic relationships. If I want to feel fulfilled in my life & business, this is what I need, and this is how I need to show up. 

I think we're *all* craving more humanness, more connection, in general but especially in marketing. If you can relate, the tips below can help you show up in your website (but really anywhere in your marketing!!) in a more authentic way. 

Focus on building relationships with your audience.

It’s easy to default to listing features: what you do, what’s included, how long it takes. But relationships aren’t built on bullet points — they’re built on understanding.

Instead of centering your services, center the person reading. What are they navigating right now? What feels confusing, frustrating, or overwhelming? What are they quietly hoping for?

Lead with empathy: show that you understand your audience's struggles and desires, and illustrate the transformation you'll help them achieve.

When someone lands on your website and thinks, “Oh wow, they get me,” that’s the moment trust begins. And trust is what actually drives action — not a perfectly optimized list of deliverables.

Center your values.

People connect over shared values, not exchanging currency 💵.

Your values shape how you work, who you’re drawn to, and what kind of impact you care about. If you believe entrepreneurship is a radical act of choosing your own path, say that. If you care about community over competition, say that. If you prioritize collaboration over ego, say that.

When you name what you stand for, you give your audience something to stand with. Shared values create resonance — and resonance creates connection.

Put your values up front: explain why your work matters to you, what inspires you, and what you hope to achieve.

Tell your story.

Your website shouldn’t read like a résumé.

Yes, your experience matters. But what really builds connection is context. Why did you start this work? What did you struggle with before you figured it out? What changed for you?

Stories create emotional memory. They help people see themselves in you. They turn a business into a person.

Let your website visitor connect with the human behind the brand.

Show your face, write like you speak, and share your story beyond just professional accolades. You're a human… so show up like one! Let your quirks come through.

Marketing doesn’t need to sound like a corporate brochure — it can sound like a human inviting someone into a conversation.