Writing your own website copy. How hard can it be?! Especially now you have ChatGPT on your team! I hate to be the bearer of bad news, but it’s not quite that simple. Unfortunately, I see businesses make common copywriting mistakes all the time when they do their copy in-house.
The wording might sound kind of fine to you – plus, who knows your business better than you, right? Well, to a trained eye there are often multiple improvements that could be made to make your website copy appeal more to both potential customers and search engines.
So, what the hell are they and how do you fix them?
Here are the five most common pitfalls I see when business owners handle the web copy .
1. Writing for everyone
One of the first questions I ask people when they book a discovery call with me is who their target audience is. Some people can describe a typical customer instantly in great detail, while others swear their brand is for everyone. And while it may technically be true, that approach is not usually the way to win customers.
Good copy has a clear target customer in mind and speaks directly to that person’s everyday challenges and aspirations. It appeals and repels in equal measure, which is how it should be: because no brand is for absolutely everyone.
How a copywriter fixes this:
We drill into your ideal audience – how they think, what they care about, and what makes them choose you. Then we embody their point of view and innermost thoughts to write words that speak directly to them and make them desperate to choose you.
2. Features over benefits
Left to our own devices, we default to listing what we do:
“We offer…”
“We provide…”
“We specialise in…”
But website visitors want to know what’s in it for them.
They don’t care that a reusable coffee cup has a splash proof lid and a cork band. They care about whether it will scald their fingers or water damage their laptop when they chuck it into their bag.
Similarly, steer clear of too much jargon unless it’s backed up with benefit-heavy explanations.
How a copywriter fixes this:
We translate features into outcomes. Instead of “We offer SEO support,” it becomes “Get found by people who are already searching for what you sell.” It’s the exact same thing, but positioned completely differently.
3. Overloooking OR over-egging the SEO
One of two extremes usually happen with DIY copy:
1. SEO is ignored completely…
Or…
2. Keywords are crammed into every sentence.
How a copywriter fixes this:
Potential customers (and Google!) need your wording to sound natural, otherwise it’s an red flag. As your copywriter, I make your copy sound human while weaving SEO keywords in naturally and strategically.
4. Spouting huge blocks of text
People skim read – we all do it. Yet one of the most common mistakes I see when business owners write copy for themselves is spouting huge blocks of text that are virtually impossible to scan.
By all means, be conversational and informative – it’s not about saying the bare minimum. But think about format and messaging before you get carried away with an essay.
How a copywriter fixes this:
Your readers love scannable, hierarchy-driven sections with plenty of white space that present them with the information they need. Short paragraphs, strong headlines, irresistible calls to action. This way, your message becomes easily digestible and easy to act on.
5. Forgetting the bigger picture
Bad copywriting is just a load of words that may sound okay on the surface, but have zero strategy behind them.
Good copywriting isn’t just words, it’s…
- Pain points
- Brand positioning
- SEO strategy
- Customer voice
- Market awareness
- Psychology
- Tone of voice
- Conversion thinking
- Storytelling.
When people DIY copy for their products or services, they’re on the inside looking out, rather than the outside looking in.
How a copywriter fixes this:
A good copywriter understands the bigger picture and knows how to write words that contribute to broader business strategy and objectives. They pull it all together – your brand goals, your audience needs, your competitors, your content gaps, and your long-term marketing plans, and turn it into a site that works and grows with you.
The verdict? Good copywriting quickly pays for itself
If your website looks and sounds fine but it isn’t converting customers, attracting the right enquiries, or ranking for the things you know your future customers are Googling, let’s take a look at the copy and see if there’s room for improvement.
A professional website copy refresh will:
- Cement your message
- Boost your Google rankings
- Increase enquiries
- Save your team hours every week
- Make your site something to be proud of
- Free you up to focus on your actual job!
Avoid committing these cardinal copywriting mistakes by hiring me as your website copywriter
If any of these red flags resonated with you, it’s time to get it sorted.
All of the businesses I’ve worked with to improve and optimise their web copy have seen more traffic from Google, experienced higher-quality enquiries, and felt more professional when directing people to their site.
I understand why you DIY’ed your copy at first, but if your website isn’t working hard enough for you, let’s fix that. You’re running a proper business, so you deserve a website that reflects that.
Start by emailing me your website URL and we’ll take it from there.