Website Copy Mistakes That Could Be Costing You Clients

Your website looks good. The design is clean and you love your logo. You look cute in your pics… So, why isn’t it converting the way that it should?

It's easy to assume your website problem is a traffic problem. You just need more people to read it, right? 

Not always. More often than not, the problem is your copy. Somewhere along the way, your words are losing your audience. Generating more traffic to a website with weak copy won’t solve the problem. It’s just going to leave you feeling even more frustrated.

Let’s talk about the most common copywriting mistakes that people make and how a few tweaks could start generating those conversions you’ve been after.

Why Copywriting Actually Matters More Than You Think

Copywriting isn’t just throwing some words on a page. It’s the part of your site that either makes people stick around or causes them to bounce in five seconds.

A lot of business owners lead hard into design (which is also extremely important!), but people don’t read, right? So why put money into your words? 

Because those words are what sells your product or service. Think of them as your salesperson, first impression, and brand voice all rolled into one. If it’s confusing or generic, it won’t convert, no matter how much traffic hits your site.

On the other hand, good copy helps you build trust fast and explain to your ideal client why you are the person to solve their problem. 

It’s very easy to think of copywriting as just words, but there’s so much more to it. A lot of power lies in how you string those words together and how you structure your page. That’s where a great copywriter comes in.

Common Copywriting Mistakes to Avoid & How to Fix Each One

Let’s talk about some of the most common copywriting mistakes I’ve seen people make. These are totally normal, and I completely understand why people make them.

But your business is too good not to get the attention it deserves, so let’s talk about each mistake and what you can do to fix it.

Mistake #1: Focusing On You, Not Them

A lot of website copy reads like a company bio. And I get it. People are coming to your site to learn why you’re the right person to hire.

But stop making it about you. Instead, make it about them.

Sometimes this requires a full rewrite, but sometimes it just takes a few switches from “we” to “you.” For example, instead of saying, "We offer strategic solutions," say, "You’ll get a marketing strategy you’ll actually want to implement."

It’s a small shift that can make a huge impact.

Mistake #2: Using Too Much Jargon

You know your industry inside and out, so it’s natural for you to speak about it that way. The problem here is that your potential client doesn’t spend their day the same way you do. So, when you hit them with jargon-heavy copy, you confuse and overwhelm them. 

For example, I am not the best with math and money, so nothing would make me click out of a financial website faster than a bunch of money-related words I don’t understand.

Here are some easy ways to fix this copywriting problem:

• Read your copy out loud and flag any word you wouldn’t use in a normal conversation with a friend.

• Replace industry buzzwords with plain, everyday language.

• Ask someone outside your industry to read your homepage and tell you what you do.

• When in doubt, cut it out. Clarity always converts better than stuffing your website with words people don’t understand.

Mistake #3: Losing the Call to Action

A huge part of copywriting is not only knowing which words to use, but also knowing where to put them.

This matters most for your call to action. Without a clear button or next step, you’re going to lose sales. You can’t just leave a vague hope that your reader will figure it out themselves. People are busy. Make it easy for them to complete the deal.

Solve this issue by putting a clear, specific call to action on your page. Make it obvious and visible so they can’t miss it. For longer pages, or offer-specific landing pages, don’t be afraid to repeat it multiple times.

Mistake #4: Ignoring SEO Completely

I’ve said it multiple times in this blog alone, but writing copy is more than just writing words. You also have to write them in a way that helps people find your website online.

If your website isn’t written with SEO best practices in mind, you’re relying entirely too much on people already knowing you exist. That’s fine if you just want an online presence to send to referrals, but if you’re looking to scale your business, you have to make it easy to find your page. SEO is how you can do that.

Here are a few quick ways to infuse your copy with simple SEO tactics:

• Use your primary keyword (or phrase) in your headings and first paragraph

• Write meta descriptions that actually describe your page

• Add alt text to your images instead of leaving that field blank (this is also essential for website accessibility!)

• Structure your pages with clear headers (only one H1!!) so both readers and search engines can easily follow along.

Remember, organic traffic isn’t just going to show up. You have to earn it through well-written copy that both human readers and search engine bots will love.

Mistake #5: Copy That Focuses Too Much On Being “Professional”

Somewhere along the way, a lot of business copy turned into corporate word salad full of buzzwords. You know what I mean… those sites that say a lot without actually saying anything.

Phrases like “we leverage innovative solutions to drive results” sounds really cool and important, but what are you actually saying?

The fix here is just to write like you talk. Read your copy back and ask yourself: would I actually say this out loud to a client sitting across from me? If the answer is no, it’s time for a rewrite. 

Being professional doesn’t always mean limiting your personality.

How These Mistakes Are Costing You Clients

When you think about it, none of these mistakes are a big deal alone. A little jargon here or a missing call to action there won’t burn your business to the ground.

But when you add them all together, they can create real problems. Those problems start to compound, and before you know it, you have an overwhelming problem to solve.

Here’s what that looks like in real life. Someone finds your site, skims it for five seconds, doesn’t understand what you sell, and clicks away. That’s a bounce. A few bounces are fine (after all, you’re not going to be for everyone all the time), but those bounces start to add up. And before you know it, that’s thousands of dollars that have fallen through the cracks.

This loss in revenue isn’t because your business sucks or because you aren’t good at what you do. It’s all because your website lost those potential clients before you ever got the chance to prove how great you are.

This is also why asking questions like “how to drive traffic to my website” is often the wrong question to ask first. You could double your traffic overnight and still see zero clients if your copy isn’t written with conversion in mind. Fixing your words, then finding better ways to drive traffic to your site, will save you time, money, and a lot of frustration in the long run.

TL;DR: Key Takeaways About How to Fix Your Website Copy

• Weak copy, not low traffic, is often why websites don’t convert.

• Copywriting matters because it works as both your receptionist and your sales team. It’s the first impression most people will get of your business.

• Common copywriting mistakes include making it all about you, burying your message in jargon and buzzwords, ignoring a call to action, not following SEO best practices, and sounding robotic or boring instead of exciting and human.

• Seemingly small problems can easily compound into bigger ones if they aren’t solved.

• More traffic won’t fix broken copy, but well-written and structured copy will make the traffic you already have actually count.

Ready to Fix Your Copy?

You don’t have to overhaul your entire website overnight. Start by downloading this free guide to writing better website copy. It walks you through practical ways to tighten up your words and make them count.

Want a professional second set of eyes on what you’ve already got? Schedule a copy audit, and I’ll take a look at your existing copy, tell you exactly what’s working, and give you recommendations to make it even better.

Words can really change your business. Make sure you’re using the right ones.