You’ve got a great product or service. You know your stuff. But somehow, your website isn’t converting visitors into customers. The problem might not be what you’re selling — it might be how you’re writing about it.
After working with hundreds of small businesses, we’ve seen the same copywriting mistakes come up again and again. The good news? They’re all fixable.
1. Talking About Yourself Instead of Your Customer
This is the number one mistake we see. Your homepage is full of “we” and “our” and “I” — but barely mentions the person reading it.
Your customer doesn’t care about your company history (yet). They care about their problem and whether you can solve it. Flip the script: lead with their pain point, then show how you’re the solution.
Instead of: “We are a leading provider of digital marketing services with 10 years of experience.”
Try: “Struggling to get found online? We help small businesses show up on Google and turn clicks into customers.”
2. Being Vague About What You Actually Do
If a visitor lands on your site and can’t figure out what you offer within 5 seconds, you’ve lost them. Clever taglines and abstract language might feel creative, but clarity always wins.
Be specific. Tell people exactly what you do, who you do it for, and what they’ll get. Save the poetry for your About page.
3. No Clear Call to Action
Every page on your website should answer one question: “What do I want the visitor to do next?” If you don’t tell them, they’ll leave.
Whether it’s “Book a free call,” “Get a quote,” or “Shop now” — make your CTA obvious, specific, and easy to find. One strong CTA per page is better than five weak ones.
4. Writing Walls of Text
People don’t read websites — they scan them. If your copy is one giant paragraph, most visitors will bounce before they get to the good stuff.
Break up your text with:
- Short paragraphs (2-3 sentences max)
- Subheadings that tell a story on their own
- Bullet points for features and benefits
- Bold text to highlight key phrases
5. Forgetting to Address Objections
Your potential customers have doubts. “Is this worth the money?” “Will it actually work for me?” “What if I don’t like it?”
Great copy anticipates these objections and addresses them head-on. Use testimonials, guarantees, FAQs, and specific results to build trust before they even have to ask.
The Bottom Line
Good copywriting isn’t about being clever — it’s about being clear, customer-focused, and strategic. Fix these five mistakes and you’ll see a real difference in how your website performs.
Need help rewriting your copy? Get in touch — we’d love to take a look.