Why Your Website’s Copy Could Be Turning Customers Away (And How to Fix It)
Your website’s copy is often the first impression customers have of your business. Whether they’re browsing for solutions to their problems or deciding if your brand is trustworthy, the words on your site impact their decision-making process!
But what if your website copy is driving customers away instead of enticing them to stick around? Well, that’s a problem. And it’s much more common than you think. Many businesses are guilty of writing copy that’s confusing or doesn’t engage their audience. The good news is…it’s FIXABLE!
In this post, we’ll explore the most common copy mistakes that can turn visitors into lost opportunities—and how to fix them to increase conversions and drive long-term customer relationships.
1. Confusing Headlines and Messaging
The Problem:
It’s the first thing visitors see when they land on your homepage. If your headline doesn’t grab their attention or clearly explain what your business does, you risk losing them in the first few seconds! Don’t fall into the trap of using vague or overly complicated headlines that don’t resonate with your audience.
The Fix:
Your headline should be clear, concise, and compelling. Focus on explaining what your business offers in a way that speaks directly to the customer’s needs or pain points. Ask yourself: “What problem does my product or service solve, and how can I convey that immediately?” Use simple, direct language and avoid jargon unless it’s necessary.
Example:
Instead of: “Innovative Solutions for Today’s Digital Landscape,”
Try: “We Help Small Businesses Increase Online Traffic with SEO Marketing.”
2. Lack of Clear Call-to-Actions (CTAs)
The Problem:
Visitors may be interested in what you have to offer, but if your website doesn’t guide them on what to do next, they might bounce away out of confusion or frustration. This often happens when businesses have weak or absent CTAs—those vital buttons or links that tell visitors exactly what action to take, like "Buy Now," "Learn More," or "Get Started."
The Fix:
Strong CTAs are one of the most important elements of website copy. They should be prominent, clear, and action-oriented. Make sure they’re specific, aligned with the customer journey, and placed strategically throughout your website. And use colors wisely that stand out and align with your branding. For extra clarity, try adding a benefits to CTAs (e.g., “Get Your Free Trial” or “Download Our Free Guide”).
3. Overly Complicated or Long-Form Content
The Problem:
Website copy is the opposite of blog copy. If it’s hard to skim or takes too long to get to the point, customers may abandon your site without ever fully engaging with your brand.
The Fix:
Keep your website copy concise, to the point, and easy to digest. Use short paragraphs, bullet points, and subheadings to break up the text and make it scannable. Stick to the “one idea per paragraph” rule, and use clear, straightforward language that speaks to your audience.
4. Not Speaking to Your Audience’s Pain Points
The Problem:
If your website copy is all about you—your business, your product features, your accolades—you’re missing a huge opportunity. Customers don’t care about your company’s history or how great your product is until they understand how it can help them solve their specific problems. If your copy doesn’t address their pain points, you risk losing their interest.
The Fix:
Focus your copy on the customer. Identify their main pain points and position your products or services as solutions to these problems. Use language that acknowledges their struggles and makes them feel understood. The more you can demonstrate empathy, the more likely your customers are to connect with your brand.
5. Failing to Build Trust with Social Proof
The Problem:
No matter how great your product or service may be, potential customers are naturally skeptical. They want to know that others have had positive experiences with your brand before they commit. If your site lacks testimonials, reviews, case studies, or any form of social proof, you’re missing a crucial opportunity to build trust.
The Fix:
Incorporate social proof into your website copy wherever possible. Showcase testimonials from satisfied clients, highlight positive reviews, and include case studies or success stories that demonstrate the impact of your offerings. Social proof provides the validation customers need to feel confident in their decision to work with you.
6. Ignoring Mobile Optimization
The Problem:
With more people browsing websites on mobile devices than ever before, it’s essential that your site’s copy is optimized for smaller screens. If your text is too small to read or your CTAs are hard to tap on a mobile device, your customers may leave before they even get the chance to explore your offerings.
The Fix:
Make sure your website’s design and copy are fully optimized for mobile. Keep the text readable, the CTAs large and easy to tap, and the layout simple enough to navigate on smaller screens. Consider the mobile experience just as carefully as you would for desktop users.
7. No Clear Brand Voice or Personality
The Problem:
If your copy lacks personality or doesn’t consistently reflect your brand’s tone, visitors may not connect with your business on a deeper level. After all, your website is a direct reflection of your brand’s identity.
The Fix:
Develop a distinct brand voice that reflects the personality and values of your business. Whether your tone is professional, friendly, quirky, or authoritative, make sure it’s consistent across your entire website and resonates with your target audience. This helps build a stronger, more memorable brand presence.
Conclusion:
Your website’s copy plays a critical role in converting visitors into customers. If it’s turning people away, the good news is that it can be fixed. By addressing these common copy mistakes and implementing the solutions we’ve discussed, you can create a more engaging, persuasive website that builds trust, drives conversions, and ultimately helps your business grow.
Or…you can hire someone to rewrite your copy for you. Reach out today, and let’s work together to make your website more customer-friendly and conversion-focused.
