You Are Not a Machine: Why Your Website and Brand Voice Matter More Than Ever
- Caitlin Pieters
- Apr 22
- 3 min read
Your voice. Your values. Your lived experience. These are your advantage - and they belong on your website.
A Deep Breath in a Loud, Fast World
Lately, everything feels like it’s moving faster.
AI tools are everywhere - generating blog posts, summarising search results, spitting out brand strategies in seconds. There’s a quiet pressure to keep up. Post more. Automate everything.
Sound smarter, faster, louder.
But here’s what I keep coming back to, and maybe you need to hear it too:
You are not a machine.
And that’s not your weakness - it’s your edge.
What AI Can Do - and What It Can’t
AI can do speed. It can do summaries. It can scrape the internet and repackage what’s already out there.
But it can’t sit in your client’s shoes.
It can’t know what it feels like to run a business while raising a family.
It can’t tell your story, or hold space for someone else’s.
It can’t bring depth, empathy, or lived experience to the page.
That’s your job. That’s your brilliance.
Your Website Needs More of You - Not Less
If your website sounds like AI could’ve written it, it won’t connect.
Not with search engines that favour originality.
Not with AI search tools that skip over vague or generic content.
And definitely not with the real people you’re trying to reach.
What does connect?
Writing like you speak
Saying the quiet, thoughtful thing instead of the loud, obvious one
Telling a story your clients can see themselves in
Letting your values lead your voice
Reconnect With Your Brand Voice
This doesn’t mean turning your website into a journal.
It means choosing clarity over fluff, humanity over polish.
It means being intentional with how you show up.
And asking:
What do I really want to say?
What do my clients need to feel when they land here?
Where can I show up more honestly - not just professionally?
In the Age of AI, Being Human Is a Strategy
Because while AI gets better at imitation, your originality becomes more valuable.
Not more keywords.
Not more polish.
Just more you - on purpose.
A Permission Slip for You
If you’ve been wondering how to stand out in a world of content overload and AI automation,
the answer isn’t out there.
It’s in your story.
Your tone.
Your perspective.
The things only you can say.
So here’s your permission slip:
You are not a machine. Your website shouldn’t sound like one either. And that’s exactly why people will trust you.
Next Step
Your brand voice matters in the age of AI
If you want to bring more clarity and authenticity to your website, now’s the perfect time to revisit your About page, refresh your services copy, or simply ask yourself: “Does this sound like me - or like every other website out there?”
Because your brand voice matters.
Need a little extra support? My Website Update Sessions are always here when you want a second set of eyes - and a calm, strategic voice - on your content.
About Caitlin
Hi, I’m Caitlin - Wix website designer and brand strategist for women entrepreneurs who want their websites to feel like a real conversation, not a sales pitch. If you’re ready to show up as yourself (and stand out because of it), you’re in the right place.
