A good start to creating a digital personality the user can relate to on a personal level is by mimicking a real person's traits digitally. Speaking to the user in a tone of voice they can relate to and using appropriate cultural references will make the user feel comfortable and help build the emotional connection. All people want to feel appreciated and loved. It's natural human behavior, and incorporating the user's name within the website's UI or email communication will build upon that urge to connect.
Content is usually one of the elements that is overlooked, which leaves the user bored or frustrated when trying to interact with the website. It is commonly seen as a placeholder in the design, a secondary feature to the overall look and feel. This is one of the main factors that negatively impact the emotional connection with the user. The content must be structured in such a way that the user can easily find what they're looking for...