What is a lifestyle copywriter, and why 2026 might be the year your should hire one for your small business
Soo, what is a lifestyle copywriter, anyway?
I’m so glad you asked… I kinda love that people still ask me ‘what is a copywriter?’, because I can give them an answer that isn’t dripping in Mad Men references or the never-ending acronyms that leave us all more confused (and quite frankly a little patronised). So, here is my take on what a lifestyle copywriter is after working for ten years as one.
Picture the scene. You've got a business you're proud of. You've poured your heart into it, built something beautiful, and you know you can help people. But when it comes to actually writing about what you do? That's where you get a little stuck in the content mud….
This might look like you've rewritten your website copy six times, and you’re happy with it for a couple of days before the creep of cringe returns. Perhaps you're scrolling through your competitors' content for "inspiration," but then hate that you sound the same as everyone else in your niche. Or you've been sitting on that newsletter draft for three weeks because you just can't get the words to feel just right.
If any of this sounds familiar (no judgment, this is a safe space), maybe this lifestyle copywriter is exactly what you need to move your biz forward in 2026.
Let's have a proper chat about it, shall we?
What does a lifestyle copywriter do?
My day as a lifestyle copywriter
A lifestyle copywriter is someone who specialises in writing for businesses in the home, wellness, fashion, interiors, and lifestyle spaces. Think independent boutiques, handmade homeware brands, sustainable fashion labels, pet services, interior designers, wellness coaches, and all those lovely businesses that make life feel a bit more special.
Unlike when I was a generic copywriter, I might jump between writing for tech companies one day and financial services the next, as a lifestyle copywriter, I understand the feeling your business needs to create. I get underneath the skin of your biz, so I can help you write in a way that makes someone stop scrolling, lean in, and think, "Yes! This is exactly what I've been looking for."
And this is why my prediction is that most successful small businesses in 2026 will have a lifestyle copywriter in their back pocket.
Personal branding matters more than ever in 2026
Let’s talk about AI for a second, shall we?
Now I’m not anti-AI. It’s a lifesaver when I need a bit of inspiration or need to plan out my content. But when it comes to writing… everyone and their nan has ChatGPT now. Templates are everywhere. You can download a "viral hook formula" in your sleep. And guess what? Everyone now sounds exactly the same.
The captions that start with "Let's be real…" or "Hot take:" or "Unpopular opinion, but…" We've all seen them a thousand times, and it’s damaging your brand’s reputation, my lovely.
This is why personal branding isn't just important in 2026; it’s a HUGE deal.
Your competitors can copy your products. They can undercut your prices. They can follow the same Instagram trends. But the one thing they can't replicate? You. Your story, your values, your quirks, the way you talk about your work when you're having a cuppa with your mate.
If you’re scratching your head like, “K Hols, but how do I go about that?”.
Well… imagine if you worked with a lifestyle copywriter who specialises in brand voice development can help you bottle it up and pour it into every corner of your business. Delish!
When your brand voice is authentically you, people don't just buy your products; they buy into your whole vibe. They become loyal customers who'll choose you over a cheaper option every single time, because they get you. And most importantly, you get them (when no one else has).
Critical thinking over copy-paste copywriting
Lazy ain’t working anymore…
I’m not calling you lazy, but the way we’re being taught to manage our content kinda is. I’ve always been a ‘work smarter, not harder’ kinda gal. But using a viral hook isn’t going to make you sales overnight.
The businesses that are thriving are thinking critically about their content. They're taking the time to ask:
Who am I actually talking to?
What makes me different from everyone else?
How do I want people to feel when they discover my business?
What do my values look like in practice (not just listed at the bottom of my website, where no one reads them)?
These aren't questions you can answer with a template or a ChatGPT prompt. You gotta reach out to clients, keep the conversations flowing, and reflect on your roots regularly.
And this is where working with a lifestyle copywriter becomes your biggest strength this year.
Because while you're brilliant at what you do (making beautiful things, transforming spaces, helping people feel their best), you might not have the time, energy, or objectivity to figure out how to write about it in a way that actually converts browsers into buyers.
This lifestyle copywriter doesn't just write pretty words or ‘fluff’ as everyone likes to describe it. I’ll dig into the why behind your business, help you articulate what makes you different, and craft the brand voice that gives you direction instead of leaving you staring at a blank page, wondering where the heck to start.
How a lifestyle copywriter can help your business
Can words get me found and make me money?
Right, so we've established why personal branding matters and why critical thinking beats lazy copy-paste tactics. But what does working with a lifestyle copywriter actually look like? And more importantly, how can it help your business specifically?
Let’s take a little look-see, shall we?
Your website (finally) sounds like you
Your website is often the first proper introduction someone has to your business, a bit like when you have a little look in a shop window to see if you fancy going in. And if it's filled with generic corporate speak, vague descriptions, or cobbled together ChatGPT content, you're losing sales before you've even given yourself a chance to win them.
A website writer who specialises in lifestyle brands can transform your site from a link you don’t want to share with people into something that makes you think, "I want to buy from me!" (my actual client’s words).
Your tone of voice in copywriting needs to be consistent across every page, from your homepage to your about section to your services. No more sounding professional on one page and overly casual on another. Just a cohesive brand voice that feels unmistakably you.
Your newsletters get opened (and clicked)
Hands up if you've been ghosting your email list for months because you don't know what to write…
Email marketing is one of the most powerful tools in your kit, but only if you're using it. But the truth of it is, when you're juggling making your products, fulfilling orders, doing the school run, and keeping everyone fed, sitting down to write a newsletter feels about as appealing as doing your tax return.
This newsletter writer can take that task off your plate. We’ll create emails that sound like you're having a chat with a friend over tea, not trying to flog something to a stranger. Emails that your subscribers actually want to read and, more importantly, that guide them back to your website to buy. Even if you only have three. They’re people who are invested in you and what you can help them with.
Your email list is full of people who are already interested in what you do. They're toasty leads. They just need a little nudge (and a good reason) to become paying customers. And the best thing about a good newsletter? No algo to battle. Hoo-bloody-rah!
Your product descriptions are your best salespeople
If your product descriptions sound like they were written at 11 PM after three glasses of wine (no judgment, we've all been there), you're leaving money on the table.
And I have to say, product descriptions are some of my fave things to write! They’re basically a love letter to your products that help someone who can’t touch, taste, or smell your product from their screen decide whether this is what they need right now.
I literally used to write product descriptions full-time for NEXT. Believe me when I tell you that amazing product descriptions don't just list features. They have to help your potential buyer imagine how your product will fit into their life. They address objections before they even pop up. And they're optimised for search, so people can find your products in the first place without really having to try.
A descriptions writer who understands lifestyle brands knows how to blend storytelling with strategy. They'll write descriptions that make people think, "I need this in my life right now" instead of just scrolling past to the next option. Oh, hellooo, that’s little old me, hehe.
Your blog is a constant reassurance
Blogs aren't dead. I actually hate that phrasing, but for this... Sure, lazy, unhelpful blogs are dead. But thoughtful, well-written blog content that answers your customers' questions? That's the equivalent of pairing a brew with the perfect biccie for SEO and for building trust with your audience. How annoying is it when you search Google a question and are smacked on the nose with thousands of totally irrelevant results?
If you’re looking for a blog writer you’re in the position where you want to create content that positions you as the expert in your field, brings new people to your website through search, and gives you something valuable to share on social media (hellooo, content repurposing).
And if your blogs are written in your authentic brand voice, they strengthen that personal connection with your readers. You build a gorgeous community that’s effortless, because these are people who make sense for your brand. They start to feel like they know you, which makes them much more likely to trust you with their hard-earned cash. Which, let’s face it, we can’t pay the mortgage with just vibes.
What about tone of voice brand guidelines?
Do you have brand voice guidelines for your small business?
Now, you might be thinking, "This all sounds lovely, Hols, but I don't just want someone to write my content for me. I want to understand how to do it myself."
Fair enough! And good for you. That's where tone of voice brand guidelines come in.
Think of tone of voice brand guidelines as your content cookbook. Instead of staring at a blank page, wondering where to start, you'll have a complete guide that tells you:
What your signature brand voice actually sounds like (with real examples, not just vague adjectives like "friendly" and "professional")
The words and phrases that are so you (your Word Larder, if you will)
The motifs and themes that make your brand instantly recognisable
How to adapt your tone for different situations while still sounding like you
Proper tone of voice guidelines aren't something you read once and file away in your Google Drive. They're a living document you refer to every single time you sit down to write. My client even printed hers off, so she’s constantly had them to hand! Excellent idea. They make content creation faster, easier, and far less likely to end in frustration and a half-eaten packet of biscuits.
And the best part? Once you've got them, you've got them for as long as you're in business. They're the foundation that makes everything else - from social media captions to email campaigns to sales pages - so much easier.
Soo, does your business need a lifestyle copywriter in 2026?
Do you want to stand out without having to rely on Instagram?
Let's bring it all together, shall we?
In 2026, standing out isn't about having the most followers or posting the most frequently. It's about having a brand voice that's unmistakably yours. It's about creating content that connects with your dream buyers on a deeper level than "here's my product, please buy it."
And honestly? Trying to figure that all out on your own while also running every other aspect of your business is exhausting. It's why you've been rewriting that about page for six months. It's why you feel a knot in your stomach every time someone asks for your website link.
Working with a lifestyle copywriter isn't about being lazy or "outsourcing your authenticity" (ugh, what a phrase). It's about recognising that you're brilliant at what you do - whether that's making gorgeous homeware, styling beautiful spaces, or crafting sustainable fashion - and partnering with someone brilliant at putting that into words.
Because when your content is clear, confident, and genuinely you? Everything else gets easier. Your ideal customers find you. They trust you. They buy from you. And they come back again and again because they feel connected to your brand in a way that goes beyond just the products you sell.
So if you've been nodding along to any of this, maybe it's time to stop trying to figure it all out alone. Maybe it's time to have a proper conversation about what your business needs right now.
No pressure, no obligation. Just a chat over a cuppa about whether a lifestyle copywriter is the missing piece in your business puzzle.
Fancy a chat? Book a free discovery call and let's see if we're a good fit. (This isn’t you signing up to anything, just to ask questions)
Hols is a lifestyle copywriter and brand voice strategist based in rural Leicestershire. She helps small business owners in the home and lifestyle spaces create content that sounds like them, connects with their dream buyers, and actually makes writing for their business enjoyable (or at least bearable). If you're ready to stop sounding like everyone else and start sounding like you, explore her services here.
