Many business owners write their own website and marketing copy, believing that simply describing their products or services will be enough to bring in customers. But when sales are lower than expected, they often donât realize that the problem isnât their productâitâs their copy.
Copywriting isnât just about words; itâs about persuasion, clarity, and making the reader take action. Small mistakes in your copy can lead to lost sales, missed opportunities, and a disconnect with your audience.
If your copy isnât converting as well as youâd like, you might be making one (or more) of these five common copywriting mistakes. The good news? Each one is fixable. Letâs break them down and explore how you can turn your copy into a sales-generating machine.
1. Focusing on Features Instead of Benefits
One of the biggest mistakes business owners make is writing about what their product or service does rather than how it improves the customerâs life. Features describe a product, but benefits sell it.
The Problem:
Your audience doesnât necessarily care about the specs of your product or the details of your service. They care about whatâs in it for them. If your copy is full of technical details without explaining why they matter, youâre missing a key opportunity to persuade potential buyers.
The Fix:
Shift your focus from features to benefits. Ask yourself, âHow does this solve my customerâs problem?â Instead of saying, âOur software has a built-in analytics dashboard,â say, âTrack your progress effortlessly and make data-driven decisions in seconds.â
2. Writing for Everyone Instead of a Specific Audience
Trying to appeal to everyone often results in generic, watered-down copy that connects with no one.
The Problem:
If your copy doesnât speak directly to a specific audience, it wonât resonate with anyone. A message thatâs too broad fails to establish an emotional connection and makes your brand forgettable.
The Fix:
Narrow down your target audience. Define who your ideal customer is, what they care about, and what language they use. Your copy should feel like a one-on-one conversation with them. Instead of saying, âOur coaching services help people improve their careers,â say, âWe help ambitious professionals land their dream jobs with expert coaching and personalized career strategies.â
3. Using Vague or Generic Language
Weak, non-specific copy fails to create a strong impression or differentiate your brand.
The Problem:
Phrases like âhigh-quality service,â âbest in the industry,â or âcustomer-focused solutionsâ donât tell your audience anything meaningful. Generic buzzwords and filler phrases donât inspire confidence or persuade people to take action.
The Fix:
Be specific and concrete in your messaging. Instead of saying, âWe offer top-tier marketing services,â say, âWeâve helped over 500 small businesses increase their online sales by an average of 40% in six months.â
4. Weak or Missing Calls to Action (CTAs)
Even if your copy is engaging and persuasive, it wonât convert if you donât tell your audience exactly what to do next.
The Problem:
Many business owners assume potential customers will know what step to take next, whether thatâs signing up for a service, booking a call, or making a purchase. But without a clear CTA, visitors often leave without taking action.
The Fix:
Every piece of copy should include a clear, action-driven CTA. Instead of saying, âContact us for more information,â say, âBook a free consultation today and discover how we can help you grow your business.â Make it as easy and compelling as possible for people to take the next step.
5. Failing to Address Objections
Customers often have concerns or doubts before making a purchase, and if your copy doesnât address them, they might hesitate and walk away.
The Problem:
If your copy doesnât preemptively answer common concerns, potential customers may look elsewhere or delay their decision.
The Fix:
Identify the biggest objections your audience might have and counter them within your copy. If price is a common concern, highlight the return on investment. If customers worry about commitment, offer a free trial or money-back guarantee.
Example: Instead of simply stating, âOur online course helps you master digital marketing,â address objections head-on: âWorried about wasting money on another online course? Try our first module for free and see real value before committing.â
Turn Your Copy Into a Sales Machine
If your website or marketing materials arenât generating the results you want, a few strategic tweaks could make all the difference. By focusing on benefits, writing for a specific audience, using clear and compelling language, adding strong CTAs, and addressing objections, you can turn your copy into a powerful sales tool.
Want expert eyes on your copy? I offer professional copy critiques to help you pinpoint exactly whatâs holding your sales backâand how to fix it.
Book a free copy critique here and start converting more visitors into customers today.