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Your website is a key touchpoint for potential customers. If your copy isn’t working, visitors will leave without taking action.
Here are ten common reasons why your website messaging might be failing—and how to fix it.
1. Your SEO Strategy Is Off – Too Much Or Too Little Focus Is A Problem
If your copy is stuffed with keywords, it sounds robotic and unnatural. But if you ignore search engine optimization completely, people can't find your site. The key is balance.
The Fix: Use keywords naturally in headlines, subheadings, and throughout your content while keeping your writing engaging for real humans, not just Google.
2. Your Messaging Is Confusing – Visitors Still Don’t Know What You Do
If someone lands on your homepage and can’t immediately tell what you offer and why it matters, they’re gone. Vague or jargon-filled messaging doesn’t cut it.
The Fix: Use clear, concise language that’s easy to understand. Answer these questions in your first few lines: Who are you? What do you do? Why should your audience care?
3. Your Call-To-Action (CTA) Is Missing – Visitors Don't Know How To Take The Next Step
Visitors need to know what to do next. If you’re not guiding them toward a specific action, they probably won’t take it.
The Fix: Every page should have a clear, compelling CTA, whether it’s “Schedule a Free Consultation,” “Shop Now,” or “Download Our Free Guide.”
4. Your Copy Is All About You, Not Your Customer – They Need Help Connecting The Dots
Your website should focus on how you can help your customers, not just what your business does. If your copy is “we do this, we do that” without addressing the problems you’re solving, customers won’t see the full benefits and solutions.
The Fix: Shift the focus. Use “you” more than “we.” Show visitors how your product or service improves their life, solves a problem, or fulfills a need.
5. Your Formatting Is Unpolished – Mismatched Bullets, Walls of Text, And Bad Spacing Are Turn-Offs
If your formatting is clunky or sloppy, visitors will bounce before they even get to the good stuff.
The Fix: Use subheadings, short paragraphs, and bullet points with consistent structure like matching verb forms and punctuation. Make your content easy to scan so readers can find what they need quickly.
6. You Don’t Have Any “About Me” Information – Visitors Don’t Trust You Yet
People buy from people they trust. If your About information is vague or lacks testimonials, case studies, or social proof, potential customers may hesitate.
The Fix: Share your story! Include your mission, introduce your team, and showcase customer testimonials or reviews to build trust and credibility.
7. Your Links Are Broken And Information Is Outdated – Visitors Think You’re Not Active
If visitors click a link and land on a 404 error or see a copyright date from five years ago, they’ll assume your business isn’t active or well-maintained.
The Fix: Regularly audit your website to check for broken links, outdated information, and old copyright dates. Fresh content signals a thriving business.
8. Your Language Is Overly Complicated – You’re Losing Visitors
If your website copy sounds like a legal contract or is overloaded with stuffy industry jargon, potential customers may quickly lose interest.
The Fix: Write like you talk. Keep it conversational, clear, and approachable.
9. Your Site Isn’t Accessible – You Could Be Excluding Potential Customers
If your website isn’t accessible, you’re not only alienating users with disabilities, but you may also be causing layout issues like overlapping sections that make buttons impossible to click.
The Fix: Check your layout to prevent overlap and ensure all buttons and links are fully functional even when accessibly-large font settings are applied. Also, use high-contrast colors, add alt text for images, and ensure your site is keyboard-navigable.
10. Your Brand Lacks Personality – You Sound Like Everyone Else
If your copy could belong to any business in your industry, it’s forgettable. Your brand should have a distinct voice that resonates with your audience.
The Fix: Infuse your copy with personality. Whether it’s humor, warmth, or authority, make sure your brand voice is unique and engaging.
Your website copy is one of the most powerful tools for converting visitors into customers. If any of these issues sound familiar, don’t panic—you can start making small, meaningful improvements. The more clear, compelling, and customer-focused your copy is, the more success you’ll see!
Need help revamping your website copy?
Most businesses just need a fresh perspective on their copy to enhance conversions. Let’s make your next move together.
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