How to make copy stand out using emotional intelligence

Have you ever been on a website that just didn’t feel right? It might be missing that emotional connection that makes you feel engaged as you read or browse. With so many websites looking alike, it’s how you make people feel that really makes yours stand out. When you bring emotional intelligence into your writing, you create a connection that makes your message memorable with your audience.

Create connections with emotional intelligence

Let’s talk about how to add emotional intelligence to your content.

Use storytelling and make it personal

People connect with stories, not just facts. Too many websites focus on listing features or stats, but the magic happens when you share the human side.

For example, instead of saying, “Our software boosts productivity by 40%,” try, “Meet Sarah, a small business owner who was drowning in admin work—until she found us. Now, she’s focused on growing her business, stress-free.” It’s more relatable, and people will see themselves in the story.

Think about your audience’s emotional journey and tell stories that mirror their challenges and needs.

Authentic language – write like you’re having a meaningful conversation

Nobody connects with robotic, jargon-filled copy. Use conversational, down-to-earth language that feels like a chat with a friend.

If you’re a personal trainer, instead of saying, “Our tailored fitness solutions optimize performance,” try, “We get it—life’s busy. That’s why our workouts fit your schedule.” It’s relatable and human.

Write like you’re speaking directly to your audience, and they’ll feel that personal connection.

Visuals with emotion – design with feeling

Are you using design to create a feeling? Do the colors make visitors feel calm, energized, or overwhelmed? Do the images evoke emotion, or are they just there?

For example, if you run a wellness site, soft tones create calm, while a travel site might use bold, vibrant colors to inspire excitement. Choose visuals that align with the emotions you want your visitors to feel.

User experience with empathy – think like your audience

Good design makes life easy for your visitors. Think about their emotions as they navigate your site. Is it simple to find what they’re looking for? Does your UX copy make sense and help them? Is the text clear and inspiring? Are you making things more complicated than they need to be?

If someone’s already feeling overwhelmed, the last thing they need is a website that falls flat. For example, instead of generic text such as “Sign up for more information”, write something like “Let’s find the right plan for you.” It’s friendlier and makes them feel you’re on their side.

Testimonials that focus on emotions

People trust real people, so testimonials are a great way to build emotional connections. But don’t just use bland, generic quotes—show the emotional transformation your clients experience.

Instead of publishing a customer quote that says simply, “Great service!”, try to get your client to write a bit more about how your service helped them. For example, “Before Oritello, we were struggling with producing content in our tone of voice. Now, we have a clear brand message that readers can relate to —and it feels amazing.” The focus is on how they felt before and after, making it relatable.

Emotional calls to action – invite, don’t push

Pushy “Get It Now” buttons can feel demanding. Instead, use CTAs that invite people in. For example, instead of “Get It Now,” try “Ready to get started?” It’s gentle and less forceful.

The goal is to make your visitors feel like they’re choosing to take action rather than being pushed into it.

Personalization – show you care

Personalization is a simple way to show visitors you’re paying attention. For instance, if someone’s been reading a lot about content marketing on your website, suggest related articles that match their interest. It shows that you care about their individual needs.

Emotional intelligence makes a difference

Emotional intelligence is your secret to standing out in a sea of sameness. Your website should feel like a conversation, not a sales pitch. When visitors feel seen, heard, and understood, they’re more likely to stick around, engage, and come back for more.

Do you need help bringing your brand’s voice to life? I’m here and ready to chat about your next project!