Replace "However" with "But"
Make your copy feel more human—with just one word.
A client once came to me with a landing page that looked great—clean layout, strong CTA, clear benefits.
But something felt off.
I couldn’t put my finger on it until I read a key sentence:
“We’re confident you’ll love it. However, we understand if it’s not a fit for everyone.”
It sounded... stiff. Like a legal memo, not a friendly conversation.
I changed one word:
“We’re confident you’ll love it. But we understand if it’s not a fit for everyone.”
Same idea. Different tone.
Suddenly, it felt warmer, simpler, more direct. The copy read like a human—not a policy doc.
Why This Works
“However” is formal. Academic. It creates distance.
“But” is what real people say. It adds contrast without killing the rhythm.
Try This
Instead of:
❌ “We’d love to help. However, our schedule is full.”
Say this:
✅ “We’d love to help. But our schedule is full.”
Instead of:
❌ “The product is powerful. However, it’s not for everyone.”
Say this:
✅ “The product is powerful. But it’s not for everyone.”
Takeaway
If you want to sound like a real person—not a robot in a suit—use “but.”
One word. Big shift.
Need help making your copy sound more natural (and less like a robot)?
I’ll take your draft and tighten it up.
Cut the fluff,
Keep your voice, and
Turn stiff sentences into smooth, confident copy.
Check out my copyediting service:
P.S. It’s risk-free.
P.P.S. Don’t love the edits? You’ll get a full refund. No “however,” no hesitation—just your money back.