Too much of the copy I read on websites is bland and uninspiring. Its time to add some personality. If your website was a person what type of person would it be? Is it young idealistic and carefree or a portly middle aged business man that likes to play golf on the weekend?

The chances are it is neither. In fact it probably has no personality at all. It may have pretty graphics which set a tone, but it is the copy that should add the character. Unfortunately most online copy is a mixture of various styles and tone. Website owners simply do not consider what personality their copy is communicating.