Identify the target audience for your website or product. This could include demographics such as age, gender, and income level, as well as interests and pain points. What do they really care about, as many niche cultures develop their own way of thinking and even speaking.
What are the problems they face in life, and how can you improve their lives? Make your services relevant to your target audience.
Use social media and other online platforms to connect with your target audience and gather feedback and insights. This could involve reading comments, creating polls or surveys, asking for feedback on social media, or having heartfelt conversations with them too.
Use all the information you collect to inform the tone, messaging, and content of your website or product, ensuring that it resonates with your target audience and addresses their needs and interests.
You will likely not get it all right and perfect, so aim to constantly experiment. See how it resonates with your audience, and make any necessary adjustments based on feedback and behavior you notice.
You don't always have to reinvent the wheel. It's helpful to look at your competitors' websites to identify their messaging and tone, and use this information to create a unique and compelling brand voice for your own site.
Test the website copy with a small group of target audience members to gather feedback and make any necessary revisions.