Establish a connection with your copy's tone and voice. While some websites speak directly and conversationally to users, others are lighter and more fun. The voice should match your brand image and remain consistent across channels. If you are jovial on Facebook and Twitter, for example, that same voice should be used in website copy. To create a voice, make a list of 10 words that describe your brand or blog, use those words to frame how you speak to users and use those words and synonyms in your copy. Remember, you are speaking to and creating a connection with users; personal pronouns are good option.