Did you know that even a single copywriting mistake can cut your conversions by half?
Acknowledging your mistakes is as crucial in copywriting as it is business, and could be the difference between a winning campaign and a dud. Whether it’s your website, emails, landing pages, or social media posts, poor copywriting could be the reason you’re getting views and traffic but not the conversions you need (dare I say, crave?).
After reviewing hundreds of websites (ahem, and yes, you can still get your free website & marketing review here) and writing over a thousand web pages and articles, I’ve picked out what I consider to be the cardinal sins of copywriting – and put them together in a neat little list so you can avoid them.
Let’s dive into the top five copywriting mistakes that are hurting your conversions and how to fix them.
Pssst – hate reading? Watch the video instead:
Mistake #1: Talking Too Much About Yourself
This is by far the most common copywriting mistake I see, especially on websites.
Let me be blunt: No one cares about your business. I know that sounds harsh, but visitors to your website didn’t come to read about your company’s history, team size, or awards. They only care about one thing what you can do for them.
Here’s a quick tip: use the “benefits over features” approach. Instead of focusing on all the features your product has, lead with how it benefits your customer. As Donald Miller explains in his book Building a StoryBrand, your customer should be the hero of the story, not your company. Everything you write should cater to their needs and their “quest” to solve their problem.
Examples:
| Features | Benefits |
| “Our app includes advanced security encryption.” | “Feel confident that your personal data is safe and protected from unauthorised access.” |
| “This blender has a 1200-watt motor and stainless steel blades.” | “Effortlessly blend tough ingredients like ice and nuts for smooth, delicious drinks every time.” |
| “We offer 24/7 customer support with a global team.” | “Get the help you need, anytime, so you can resolve issues and keep your business running smoothly.” |
| “Our software allows for custom integrations with third-party tools.” | “Easily connect with your favorite tools, so everything works seamlessly and saves you time.” |
| “The mattress is designed with multi-layer memory foam and cooling gel.” | Enjoy a restful night’s sleep, waking up refreshed without overheating or discomfort.” |
| “Our coffee machine has a 12-cup capacity, programmable timer, and self-cleaning function.” | “Enjoy barista-quality coffee every morning without hassle our machine saves you time with a self-cleaning feature and convenient programmable timer.” |
Actionable tip: Review your current copy. Are you focusing too much on features? Are you talking about your company instead of your customer’s needs? Make the customer the hero of the story!
Mistake #2: Weak or Non-existent CTAs
Your call to action (CTA) is one of the most critical elements in any campaign. Think of it as the door through which your readers become customers. But here’s the problem: weak or missing CTAs are killing your conversions.
A great CTA needs to do more than just be there it must be compelling. It has to inspire action and convey the benefit the reader will receive by clicking it.
Here’s a quick crash course on how to make a winning CTA:
First, your CTA must be a button. There’s a reason buttons are ubiquitous on the internet they work. People are psychologically conditioned to press buttons, and studies have shown that any other CTA format results in a significant drop in conversion rates.
But, I hear you ask, what text should be on the button? Use verbs that inspire action, such as:
- Get your free guide
- Claim this limited offer
- Discover how to save
Lacking inspiration? WordStream compiled 352 Power Words that you can play around with until you find something that really “hits” for you.
Also, add urgency where appropriate: “Get one before they’re gone!”, “Limited time offer”
(This doesn’t work for all CTAs, but it can push people to act quickly when it fits your offer.)
Pro Tip: Keep it short. People don’t want to read an essay on a button. Combine a powerful verb with a benefit, and you’ve got a winning CTA.
Bonus: Really struggling with your CTA copywriting? Use this prompt in ChatGPT – replace the [placeholder] items with your specifics, and pick your favourites from the output.
“Create a list of compelling CTA buttons for a [TYPE OF BUSINESS + OFFER] that will encourage visitors to take action. The CTAs should highlight a benefit, use power words, and add urgency where possible.”
Mistake #3: Your Content is Too Broad
Have you ever asked someone who their target market is, and they replied, “Everyone”? That’s a big red flag. If you’re trying to appeal to everyone, you’re likely appealing to no one.
Instead, you need to narrow down your target audience. Get specific. Ask yourself:
- Who is this content for?
- Why did they visit your website?
- What problem are they trying to solve?
Example:
If I’m looking for a bond cleaner in Sydney, I’m probably thinking about questions like:
- How much will it cost?
- Will they guarantee I get my bond back?
- How fast can they come?
A good landing page answers all these questions before I even have to ask them. For example:
The result? All my concerns are addressed, and I’m ready to hit that CTA button to get my quote.
Pro Tip: When you define your audience and speak to their specific problems, you naturally build trust and make it easier for them to convert.
Mistake #4: Taking Too Long to Get Your Message Across
Here’s a fact: human attention spans are now shorter than that of a goldfish about 8 seconds. You’ve got a very small window to capture your reader’s attention before they move on to something else.
[grandpa]
If your copy takes too long to get to the point, you’re going to lose your audience. You need to be succinct, persuasive, and, dare I say it, punchy.
How to Fix It:
- Start with the most critical information up front.
- Keep sentences short and to the point.
- Use bullet points (like this!) to break down information into bite-sized chunks.
Get to the point – examples of concise copywriting:
| Before 😴 | After 🤩 |
| “In today’s fast-paced, technology-driven world, businesses face increasing competition, and standing out is more important than ever. Marketing professionals need to focus on strategies that capture the attention of potential customers quickly. One of the best ways to do this is by creating a strong online presence.” | “Want to stand out online? You need attention-grabbing content. Here’s how to capture your audience fast.” |
| “Our ultra-soft, 100% cotton T-shirt is made from high-quality material and designed for comfort. It’s perfect for casual outings, working out, or just relaxing. This T-shirt is sure to become your go-to choice for a comfortable and stylish look.” | “Soft. Stylish. Your new favorite T-shirt.” |
| “We are excited to announce our new line of eco-friendly home products! At [Brand], we strive to provide customers with the best, environmentally sustainable options to enhance their home experience and support a green planet. Our latest range combines functionality with sustainability, designed to make your life easier while helping the environment.” | “New! Eco-friendly home products that are good for you and the planet. See what’s new.” |
| “Our team offers comprehensive digital marketing solutions to help you build your brand’s online presence, attract new customers, and grow your business. With years of experience in SEO services, content marketing, and social media, we create strategies tailored to meet your unique needs and deliver results.” | “Grow your brand with tailored digital marketing that attracts, engages, and converts.” |
| “Did you know that our services can help improve your business’s bottom line? Through a range of unique and innovative techniques, our team at [Brand] provides valuable solutions to boost your brand’s online visibility and engagement, ultimately resulting in increased sales and success.” | “Boost your brand visibility and increase sales. See how our services work for you.” |
Whether you’re writing a blog post, email, or product description, less is more when it comes to copy. Get straight to the benefits, address the reader’s problem, and lead them toward the CTA.
Mistake #5: Spelling and Grammar Mistakes
Some say this typo is what kept the Good Book from being the Great Book. Source: the Wicked Bible.
You knew this one was coming! Spelling and grammar mistakes can damage your brand’s credibility.
It’s hard to take a company seriously when they can’t even spell correctly. Even worse? Some companies misspell their own company name or URL yikes!
How to Avoid:
- Use a free tool like Grammarly to catch basic errors.
- Always have a second pair of eyes 👀 check your work. Everyone makes mistakes, and it’s often hard to see your own typos.
A simple two-step proofreading process can save you from embarrassing slip-ups that might turn potential customers away.
PS: You can, on the other hand, embrace deliberate typos as a part of viral marketing. Snickers does this to great effect, and even makes it the point of their ads:
Source: The Big Ad
Final Thoughts
As you review your copy, remember that even small adjustments can make a big difference in your conversion rates. Addressing these common mistakes might be the key to turning your traffic into tangible results. Here’s a quick recap to keep in mind:
Key Takeaways
- Focus on Benefits, Not Features: Make the customer the hero and highlight how your product or service solves their problem.
- Use Strong, Clear CTAs: Ensure your CTAs are compelling, benefit-driven, and easy to spot.
- Know Your Audience: Tailor your copy to a specific audience, addressing their unique needs and concerns.
- Be Concise: Get to the point quickly; don’t risk losing readers by dragging out your message.
- Proofread for Professionalism: Avoid spelling and grammar mistakes to maintain credibility and polish.
Ready to take your copy to the next level? Whether it’s a fresh website design, high-performing ad copy, or an entire marketing overhaul, we’re here to help. Check out our content writing, web design, SEO agency and PPC services to get expert support that turns visitors into customers. Let’s get your conversions moving in the right direction!
