Your homepage is direct and conversational, your service pages sound like a corporate brochure, and your About page is considerably more enthusiastic about being quirky. Each page might read reasonably well on its own, but together they sound like different businesses.

It is easy to imagine how this happens. An agency writes some pages, the founder supplies others, and someone adds AI-assisted copy later. Everyone reviews their own contribution, but nobody checks whether the website still has a recognisable voice.

Read your pages together

Consider these examples from a fictional consultancy that builds reports showing revenue and costs by project:

Homepage: “Know which projects are making money.”

Services: “Leverage our comprehensive suite of solutions to unlock enhanced commercial visibility.”

About: “We’re a bunch of number nerds who reckon spreadsheets deserve a glow-up.”

FAQ: “You keep the reports and can edit them yourself.”

The homepage and FAQ speak plainly. The Services page becomes abstract and formal, while the About page introduces a much more playful personality. Before editing, we need to decide which approach belongs to this business, rather than assuming the most formal or most entertaining version is right.

Start your own review with the homepage and main service pages, alongside an About page or FAQ. Include something written recently or by a different contributor so you can compare how the voice changes across the site.

Give editors more than adjectives

“Professional, friendly and confident” leaves plenty of room for interpretation. A useful voice guide explains what those qualities mean when someone has a sentence to write.

For our consultancy, we could agree on this:

Explain the work in language a business owner would use. Name what the reports show rather than calling them advanced or comprehensive. Be approachable without forcing jokes, and specific about what we deliver without promising better profits.

Support those rules with approved examples from the website. Without an existing guide, choose passages that the people responsible for the brand agree represent it well; the most common writing on the site is not automatically the best reference.

Change the departures, not every sentence

With that guide in place, the Services copy has a clear problem: it hides the actual work behind impressive-sounding language. Using the established facts about our fictional business, we could replace it with:

“We build reports that show what each project earns and costs, so you can see where the margin goes.”

The About page needs a different adjustment. We can keep some warmth while connecting the team’s personality to the client’s situation:

“We enjoy getting into the numbers, especially when they explain why a busy month wasn’t a profitable one.”

Meanwhile, the homepage and FAQ can stay. Both already fit the intended voice, and neither needs extra personality to justify its place.

Consistency also leaves room for changes in tone. An About page can be warmer than a technical explanation without sounding like a different company. Review whether the difference serves the reader before treating it as something to fix.

Give the next writer a reference point

Save the reasoning behind your edits alongside the approved copy. “Name the work instead of describing it as comprehensive” gives another writer a decision they can apply; “make this sound better” does not.

Use those examples when briefing colleagues, agencies or AI tools, and compare new pages with the content around them before publishing. For an agency handover, walk the client through a few accepted edits and a sentence you deliberately kept, so they understand the judgement rather than just inheriting the wording.

Prioritise mismatches that obscure the offer or change what the business appears to promise. A factual contradiction needs resolving, not merely rewriting in a consistent tone.

Revisi audits website copy against a brand voice profile, identifies specific issues and suggests revisions, helping you see which passages need attention and why. You still decide whether each change fits the page and preserves the facts.

Check whether your website still sounds like you with Revisi.