If you've been following these tips for a while, you'll know that I absolutely believe that we are in the Age of Connection. People want to connect with you as a person, so be authentic in your copy. Let them see the real you. Let your personality shine through. Write as if you are talking to an old friend. Don't use professional jargon. Be warm and friendly.
I don't know about you, but I get completely turned off when I look at a generic blah blah website that tells me nothing about the person or team behind the business.
Be yourself. Be engaging. Be fun. (Unless you are a funeral director – then maybe not!)