Grief & Loss

I have been trying to write content for my small business website, but every version sounds too serious. When I make it casual, it feels unprofessional. When I make it formal, it feels cold. I keep going back and forth and getting nowhere. I started looking at professional website content writing services because I need another opinion. Has anyone had this problem? How did you explain the tone you wanted? I want the website to sound friendly and clear without making the business seem less serious.