5 Critical Website Copy Mistakes Killing Your Conversions

You’ve spent countless hours crafting the perfect website. The design is stunning, the layout is sleek, and the user experience is seamless. But there’s one problem—your conversions are still flatlining. What’s going on?

Chances are, it’s your website copy. Even with the best design in the world, weak copy can sabotage your efforts and send visitors running for the hills. The words on your site are your sales team. If they’re not speaking the right language, they’re not closing the deal.

In this blog, we’re going to break down the top 5 critical mistakes in website copy that are killing your conversions and how you can fix them. Let’s dive in.

1. Focusing Too Much on Features, Not Enough on Benefits

This is hands down one of the most common mistakes in website copy today. We get it—you’re proud of your product or service, and you want to highlight all the cool features it offers. But your customers don’t care about features. They care about how those features are going to make their lives better.

When your copy is too focused on features, it fails to connect with your audience on an emotional level. They don’t want to hear about the technical details—they want to know what’s in it for them.

Shift your focus from features to benefits. Instead of saying, “Our software has a built-in project management tool,” say, “Our software helps you stay organized and meet deadlines without the stress.” Benefits answer the question, “How does this help me?” That’s what your audience wants to know.

2. Lack of Clear Calls-to-Action (CTAs)

You’ve written a killer description of your product or service, and your audience is intrigued. Now what? If your website copy doesn’t have a clear, compelling call-to-action, your visitors are left hanging, unsure of what to do next.

Without a clear CTA, your visitors will likely leave your site without taking any action. Even if they’re interested in what you’re offering, people need to be guided on the next steps. A vague or missing CTA is a missed opportunity.

Be crystal clear with your CTAs. Don’t assume people will know what to do next—tell them. Whether it’s “Sign up now,” “Download our free guide,” or “Schedule a consultation,” your CTA should be specific, action-oriented, and easy to find. Bonus points if you can make it sound enticing and urgent! Executing a website strategy phase before hand will ensure that every call-to-action is designed to guide the user toward taking that next step.

3. Writing for Yourself, Not Your Audience

Face it, your website isn’t about you; It’s about your audience. Too many businesses make the mistake of writing copy that focuses on what they think is important, instead of what their customers care about. The result? Boring, self-centered copy that doesn’t resonate.

If your copy is too “me, me, me,” you’re going to lose your audience’s attention. People want to know how you can solve their problems, not read a novel about your company’s history and achievements. If they can’t see themselves in your copy, they’ll move on to a competitor who speaks their language.

Flip the script and make your copy all about your audience. Use “you” language, and address their pain points, desires, and goals. Focus on how your product or service will improve their lives, and show empathy for their struggles. When your copy speaks directly to your audience, it builds trust and increases the likelihood of conversion.

4. Using Jargon or Complex Language

Unless you’re targeting a highly specialized audience that understands your industry’s jargon, complicated language is a fast way to alienate your readers. Your website visitors don’t have the time (or patience) to decipher complex terms and industry buzzwords.

If your copy is filled with jargon or overly complicated language, you risk confusing or overwhelming your audience. And guess what happens when people are confused? They leave. Clarity is key to keeping people engaged and moving them toward conversion.

Keep your copy simple and easy to understand. Imagine you’re explaining your product or service to a friend who has no prior knowledge of your industry. Use clear, straightforward language that anyone can understand. If you must use industry-specific terms, make sure to explain them in plain English. The easier it is for people to grasp your message, the more likely they are to stick around and take action.

5. Being Too Vague or Generic

Your website copy should be clear, specific, and tailored to your audience. Yet, many businesses make the mistake of being too vague or generic in their messaging, trying to appeal to everyone. This leads to copy that’s bland, forgettable, and lacking in personality.

Vague copy doesn’t give your audience a reason to choose you over your competitors. If you’re not clearly communicating your unique value, your visitors won’t be convinced that your product or service is the right solution for them.

Get specific with your messaging. Instead of saying, “We offer great customer service,” say, “Our team is available 24/7 to answer your questions and resolve any issues—within minutes.” Instead of “We help businesses grow,” say, “We help small e-commerce businesses increase their revenue by 30% in six months.” Specificity builds credibility and helps your audience visualize the exact results they can expect.

Test, Refine, Repeat

Even the best copy isn’t set in stone. The most successful websites are constantly testing and refining their copy to see what resonates with their audience. If your website isn’t converting as well as you’d like, don’t be afraid to tweak your headlines, CTAs, and key messaging. A/B testing different versions of your copy can help you pinpoint what’s working and what’s not.

Words can Make or Break You

At the end of the day, website copy has the power to make or break you. Focusing too much on features, writing for yourself, and being too vague will lose your reader’s interest quickly. Solid website design and effective copy work hand-in-hand to boost conversions, making sure your message connects with your audience.

Remember, your words are your sales pitch. Make them count. When your copy speaks directly to your audience’s needs, guides them with clear steps to take next, and communicates value in a relatable way, conversions will follow.