A potential customer lands on your website, excited to explore your offer.
They’re eager to buy, but as they read your copy, something feels off…
- your headlines are unclear
- your service descriptions are uninspiring
- your messaging is fluff-filled
Disappointed, they click away without making a purchase.
Does this scenario sound familiar?
If your analytics report shows high traffic but lackluster conversions, there’s a reason for that.
The culprit? 👉
Bad copywriting.
It’s the silent saboteur of your conversion rates.
And since your website is the digital storefront of your business in which you’ve probably invested thousands to create…
You want to optimize it for maximum impact.
So, let’s dive straight into the 15 most common copywriting mistakes harming your sales.
And, more importantly, how you can fix them. 😉
Copywriting mistake #1: Using jargon (The confusing language)
Jargon sucks!
It’s the secret handshake in your industry that only you and other insiders in your circle can understand.
🔍 But let’s zoom out for a minute and see what your audience thinks about it…
Well, they feel like they’ve stumbled into a foreign land with an alien language.
This makes them feel isolated, excluded and uninformed.
So, can you and I agree that it’s awful?
Say it out loud, “Jargon is a barrier rather than a bridge to communication. And it pushes my clients away!”
(*Unless you’re addressing a highly knowledgeable audience familiar with such terminology.)
How to fix it
Your goal as a brand is to make your audience feel welcome and informed, not bewildered.
Therefore, shedding the jargon and speaking your prospects’ language is crucial to a more effective, persuasive, and accessible copy.
Here are the steps you can follow:
-
- Identify and define jargon: Provide clear and concise definitions of such terms in your copy if it’s necessary to use them.
- Know your audience: Tailor your copy to match their level of knowledge – this means you should know them inside out!
- Replace jargon with plain language: Substitute complex terms with simple words that are easy to read and understand.
- Use Voice of Customer (VoC) data: Use the exact words of your audience in your messaging by reading their reviews or forum conversations.
- Provide context: Offer context within your sentences when using industry-specific terminology.
- Use analogies: Explain obscure concepts by comparing an unfamiliar term to something more relatable.
Copywriting mistake #2: Sprinkling passive voice (The engagement drainer)
Passive voice makes your copy feel lifeless and detached.
It undermines its effectiveness as it saps the energy, making it ultimately less persuasive.
Plus, it often leads to confusion and a lack of clarity, failing to establish a strong connection with your prospects.
You don’t want disengaged and distant readers, do you?
You wanna convey a clear message that resonates with your audience so you can
- build trust
- inspire action
How to fix it
Use active voice to energize your copy and encourage conversions.
That’s all. Simple as that 😜
p.s. Remember, though, there are a few occasions where it’s OK to use passive voice.
- When you want to emphasize the action over the actor
- When you want to create a sense of mystery or suspense with your storytelling
- When the doer is apparent, unimportant or unknown
Copywriting mistake #3: Lacking clarity (The frustration creator)
When your copy lacks clarity, it’s akin to driving in dense fog…
Υour prospects can’t see the road ahead. And they’re left feeling disoriented and hesitant.
- Complex sentences
- Ambiguous messaging
- Failure to address the key questions of who, what, why, and how…
…unclear copy can take a lot of forms.
But, in a digital world with short attention spans and many alternatives, any extra cognitive effort can lead to a lost conversion.
I bet you don’t want that… 🧐
How to fix it
By improving clarity in your copy, you not only ensure that your audience understands your message but also make it easier for them to
- connect with your brand
- trust your content
- take the desired action
Here are a few strategies that’ll help you solve this problem:
- Simplify your language: Use everyday words and simple sentences that your prospects can easily understand.
- Organize information clearly: Structure your copy logically with a clear beginning, middle, and end. Use headings and subheadings to guide readers throughout.
- Prioritize key information: Place the most important information at the beginning of your copy so that they can quickly grasp the main points.
- Answer critical questions: Address the burning questions of who, what, why, and how. This provides context and strengthens your message.
- Avoid ambiguity: Be explicit and avoid vague statements. Remember: If you can interpret something in multiple ways, it needs clarification.
- Use examples: Provide real-life examples or case studies to illustrate your points and make them more relatable.
- Proofread and edit: Carefully review your copy for errors, inconsistencies, or sentences that might confuse readers. Reading it out loud makes the process easier.
- User testing: Conduct user testing by having people review your page’s message. With tools like UserTesting, you get valuable insights from real customers.
Copywriting mistake #4: Focusing on features and not benefits (The missed persuasion)
Highlighting features without explaining the benefits leaves customers uninspired to act.
Why?
Because people are interested in how their lives will improve if they buy your product/service.
They want to see first what the dream outcome is. 💭
Aka, “What’s in it for them”. All the other details come second.
Pointing out the benefits and the transformation they’ll experience arouses their limbic system, known as the emotional brain.
And that’s super important because we buy on emotion.
But before clicking that “Buy now” button, we wanna justify our decision logically.
And here come the handy features to support the buying process.
How to fix it
Focus on the benefits and the transformation more than the features.
Because they
- evoke desire
- build an emotional connection
- motivate people to become what they aspire
- sell a positive change in people’s lives
Here’s a simple yet magical formula that helps you get it right 👉
[Feature] so that [Benefit/transformation]
Here’s an example of how the same thing might sound when focusing on different angles:
Selling the features:
“Our fitness program includes personalized workout plans, nutrition guidance, and access to our state-of-the-art gym facilities. With us, you’ll get expert coaching, a variety of workout options, and a supportive community to keep you motivated. Plus, you’ll enjoy benefits like improved fitness, increased muscle tone, and better overall health.”
Selling the transformation/benefits:
“Imagine yourself just a few months from now, confidently striding onto the beach, feeling healthier, more energetic, and loving the way you look in that swimsuit. X fitness program isn’t just about workouts and diets; it’s about transforming your lifestyle, boosting your self-confidence, and helping you achieve the beach-ready body you’ve always dreamed of.”
Which one is more enticing?
Ok, that was a rhetorical question. Let’s move on!
Copywriting mistake #5: Overlooking social proof (The trust buster)
According to TINT, 75% of consumers search for reviews to decide if they’ll buy something. 😱
And this percentage can reach 98% when it comes to learning about local businesses. (BrightLocal)
Overlooking to include social proof is a major trust-busting mistake in copywriting.
It leaves your potential customers in a state of uncertainty. Without evidence of others benefiting from your offerings, they may hesitate to commit to or trust your brand.
Leading to low conversion rates and poor brand reputation.
How to fix it
👉 Testimonials. Reviews. Case studies.
👉 Endorsements from influential figures. User Generated Content. Trust seals.
These are your goldmine, which you should collect and showcase wherever possible to
- build credibility and trust
- increase the likelihood of conversions
- assure readers they’re making a wise decision
- foster a more positive perception of your brand
Copywriting mistake #6: Using bad or no formatting at all (The visual chaos)
No matter how good your offer or messaging is, it won’t work if it’s poorly structured. ❌
Because, hey, no one’s gonna read it!
Bad or no copy formatting is like presenting a disorganized physical storefront to potential customers.
You wouldn’t do that…
So why use long walls of text, unclear structure and hectic visual hierarchy?
Your audience is lazy. 🥱
They want to know “what’s in it for them” quickly and easily.
That’s why you’ve got to make your copy skimmable.
OK, it’s not obligatory. Only if you want to enhance engagement and conversions…
How to fix it
This time, I’m gonna make my LinkedIn post do the work!
(Tell me you love repurposing without telling me you love repurposing 😅)
Copywriting mistake #7: Missing urgency (The procrastination perpetrator)
People are procrastinators. Plus, they get distracted easily!
When your copy lacks a compelling reason to take action now, they delay it.
After all, why would they decide NOW if there’s nothing up for grabs?
Like the benefits they’ll lose or the immediate consequences of inaction.
One thing’s for sure 👇
The longer they ponder, the more likely they will forget your message.
How to fix it
[enter FOMO]
The fear of missing out is a powerful motivator that creates a “now or never” mentality, spurring them to decide swiftly.
Use the following techniques to prompt action:
- Limited-time offers: Create time-sensitive promotions or discounts, clearly stating when the offer expires. Phrases like “for a limited time” or “today only” emphasize the urgency.
- Countdown timers: Implement countdown timers on your website or within your email campaigns to show the time remaining for a special offer or event.
- Scarcity statements: Communicate limited availability, whether for a product, service, or event. Use phrases like “only a few left” or “selling out fast.”
- Emphasis on loss aversion: Discuss the consequences of not acting promptly. For example, “Enroll now, as the program won’t open again till next year.”
- Instant gratification: Highlight immediate benefits and rewards. Explain how taking action now will lead to quick, positive outcomes.
- Urgent language: Use action-oriented words and phrases such as “act now,” “limited supply,” “hurry,” and “last chance.”
Copywriting mistake #8: Deploying vague headlines (The precision culprit)
Your job is to grab people’s attention from early on.
And what do readers see first that’s a determining factor to whether they’ll explore further and engage with your material?
Yup, that’s right…
Headlines!
Yet, when the headlines lack clarity and fail to succinctly convey what the content is about, they lead readers to confusion and disinterest.
Even worse, they create a disconnect between your audience’s expectations and the copy, resulting in a high bounce rate.
Yikes. 😵
How to fix it
Headlines are an art and science themselves.
A well-crafted one is a powerful tool for drawing readers in and setting the stage for the rest of your copy.
Here’s your checklist for attention-grabbing headlines:
- Be specific and descriptive enough about the content they’re about to read
- Use power words that evoke emotion
- Go for clarity over creativity
- Use relevant questions to pique their curiosity
- Make your headlines benefit-driven
- Address their needs, pain points and interests
Phewww.
We’re halfway there!
Take a sip of water and keep reading cause the juiciest mistakes are coming. 😉
Copywriting mistake #9: Ignoring pain points (The empathy evasion)
One of the most critical reasons your texts don’t convert is that your audience cannot connect with your messaging on a deep and emotional level.
Why?
Because it may ignore to point out and then give solutions to their challenges, problems and frustrations.
Failing to show empathy leads to losing your opportunity to build rapport and engagement.
How to fix it
To create copy that resonates with your prospects takes time and effort!
That’s why you should conduct thorough audience research to get to know them better.
👉 Surveys, interviews and data analysis are some of the best tools in your arsenal.
After that, you’re ready to craft your content strategy, in which you should use
- empathetic language
- storytelling through real-life case studies on how your solution has helped others
- problem-centered content
Copywriting mistake #10: Inconsistent brand voice (The identity crisis)
Eroded credibility. Confusion. Lack of authenticity and professionalism.
These are only a few consequences of an incoherent brand voice…
And rightfully so! 💁
I mean… How can prospects trust a company when they keep seeing different
- tone of voice
- language/phraseology
- messaging?
Yet, if that’s the case for you, don’t get disappointed!
You might have many writers and departments involved in content creation who do their best at their knowledge.
But when they lack core writing guidelines to follow, it’s reasonable to end up not being 100% aligned.
How to fix it
People want a brand they can follow, count on and even advocate for.
A consistent brand voice is your ticket to building a phenomenal empire that magnetizes your target audience.
How to achieve that?
The best way is by having a professional brand messaging expert craft you a Brand Voice Guide.
Such a document includes elements like your
- positioning strategy
- power values
- brand promise
- brand story
- tone of voice
- phraseology
plus many more that your team can refer to to stay aligned in the writing process!
Feel free to get in touch if you want help creating your unique Brand Voice Guide.
Copywriting mistake #11: Failing to address objections (The skeptic’s wall)
Whenever your audience is about to pay for something, it hurts! 🤕
They work hard to earn money and don’t wanna spend it lightheartedly.
But even if they’re OK with spending, they wanna know that they’re making the right choice.
They might have questions or concerns about a product/service, and if these doubts go unaddressed, it can lead to hesitation and skepticism.
They may seek information elsewhere or decide not to proceed, resulting in lost conversions.
That’s why you, as a business owner, should address objections beforehand in your copy – if you wish to increase your revenue!
How to fix it
You need first to understand what those objections are through research and feedback.
After you’ve figured things out, implement the following strategies:
- Create FAQs that directly address the most common objections your audience raises.
- Provide evidence, such as statistics and data, to support your claims.
- Showcase testimonials, reviews or case studies that present how your offering has successfully resolved challenges for real customers.
- Use email drip campaigns to address objections over a series of valuable content.
Copywriting mistake #12: Weak Calls to Action (The lethargic closer)
You’ve worked so hard to get your prospects to click YOUR link, visit your landing page, read all the way through the end…
And that’s the truth moment, aka decision-making time!
Whether it’s making a purchase, signing up for a newsletter or contacting you…
You want to entice them to act immediately. 🦸
And with vague CTAs like “Learn More” or “Click Here,” you cannot get the desired results.
Why?
Well, because they fail to communicate the value of taking action and provide no compelling reason for the reader to engage.
How to fix it
To improve the effectiveness of your CTAs and make the most of your prospects’ interest…
👉 Turn your CTAs into CTVs ( = Call to Value).
This means your CTA should highlight the value the reader will get if they complete the requested action.
In other words, a CTV is still a CTA, but it includes a value proposition that entices the reader more.
Here’s an example:
- CTA: Enroll now
VS
- CTV: Double your sales with battle-tested tips
Furthermore, consider using any of the below tactics, either alone or as a combination:
- Use social proof like “Join Over 10,000 happy customers”
- Be clear and specific
- Inject urgency elements
- Use action-oriented language
- Offer incentives, such as discounts or valuable resources
- Ensure you have properly sized and strategically placed your CTA buttons
Copywriting mistake #13: Lacking power words (The impact deficiency)
Emotionally charged words trigger strong reactions in readers, motivating them to take action!
So, when your copy lacks such influential words, it fails to evoke the desired emotions and responses in your audience. 👀
It makes your content feel
- flat
- unengaging
- unconvincing
- not memorable
How to fix it
* Photo Credit: https://imgur.com/tCWChf6
There you go!
A fantastic chart showing variations of emotion-related adjectives you can use to make your copy more powerful!
Apart from doing that, you can also follow these tips:
-
- Use sensory language.
- Use words that create contrast and emphasize the difference between the current situation and the desired result.
- Replace adverbs with strong action verbs.
Copywriting mistake #14: Ignoring the rule of 1 (The confusion multiplier)
Wanna know what’s 1 thing that’s guaranteed to dilute the impact of your messaging?
Multiple CTAs and ideas into a single piece of copy!
When your sales pages fail to focus on
- 1 core message
- 1 customer
- 1 CTA
You can overwhelm your prospect, reduce engagement and lose conversions! ❌
How to fix it
- Determine the most important message or idea you want to convey in your copy. Make it the central focus.
- Define the buyer persona you’ll be addressing. Be hyper-specific!
- Decide on the CTA you want them to take to prevent confusion and decision fatigue.
Copywriting mistake #15: Using self-centered copy (The audience disconnect)
Last but certainly not the least.
The most critical mistake that can lead you to fewer or no conversions at all!
Using brand-centered copy repels your prospects like a smelly badger…
It conveys a sense of self-importance that often comes off as inconsiderate and indifferent to your audience’s concerns.
Aka, it shows no empathy.
And without empathy, you cannot connect nor convert them!
How to fix it
Simply shift the perspective.
What does that mean?
- Reframe your copy to focus on the reader instead of how your brand
- Use “YOU” language. Instead of “We offer,” say “You can experience”
- Address their pain points and desires by using storytelling
Easy peasy!
How can a conversion copywriter help you juggle all the above?
There you go! You’ve got gathered the most common copywriting mistakes to avoid.
Now is the time to review all your pages, including your main web pages, landing pages and sales pages, and fix those mistakes.
Yet, if it sounds like too much work and you lack the time and skills, or you simply don’t wanna do it…
A professional copywriter who’s well experienced can save the day.
Well…
Did someone call my name? 😅
Apart from jokes, I’m happy to connect and chat over your copy pieces so we can finetune them for optimal results.
Aka, more conversions, more revenue and more impact!
Get in touch today and let’s leave a mark together 😉