I was recently passed over for a freelance writing assignment because the writer they did choose had a "better voice." What does that even mean, especially when it comes to freelancing?
Voice is the specific sound and personality that comes through in your writing. Voice is what gives your writing that slight sound that I like to liken to how you talk. We all have a distinct personality and you should allow that to come through.
Now, that might seem pretty standard when we talk about creative writing, but how to apply this to freelance writing? Well, a certain tone and voice can always be taken, even with outlets such as magazine articles and website copy. If you've been told that you're lacking voice, experiment with writing in the same manner in which you would talk, with varying your vocabulary, and with switching styles between a range of formalities. Good luck!