5 Website Copy Mistakes Costing You Sales (And How to Fix Them)
Your website is more than a digital placeholder or an obligatory corner of the internet. It’s your 24/7 sales machine, your best employee, and your brand’s handshake to the world.
Done right, it connects with your ideal audience, answers their unspoken questions, and gently guides them toward a resounding “YES!” to your offers. It’s the unassuming powerhouse that’s always working behind the scenes, whether you’re presenting at a conference, sleeping, or binge-watching your favorite series.
But here’s the catch: your website only works this hard if you’ve set it up for success.
Too many websites are unintentionally leaving money on the table because of avoidable copywriting mistakes.
Maybe it’s a cluttered menu, unclear calls to action, or copy that’s so self-focused it makes your audience feel like an afterthought.
These little hiccups might not seem like a big deal, but they add up to lost trust, lower conversions, and clients who bounce before they’ve even begun to explore what you offer.
The good news? These mistakes are fixable—and when you fix them, the results can be transformative. We’re talking lower bounce rates, more engaged visitors, and a steady stream of inquiries and sales.
Imagine a website that doesn’t just sit there but actively works for you, pulling its weight (and then some) in your marketing strategy.
Let’s explore the five most common website copy mistakes that could be quietly sabotaging your sales—and, of course, how to fix them. If you’re ready to turn your site into a conversion powerhouse, read on.
Website Copy Mistake #1: Treating Your Website Like a Brochure
A website is not a brochure. Let me repeat that louder for the people in the back: your website is not a brochure.
Sure, it can introduce who you are and what you do, but it’s so much more than a glorified “about us” page. Your website has the potential to be your hardest-working sales rep, your most consistent marketer, and your ultimate trust-builder—all rolled into one.
Why It Matters:
When you treat your website like a static “set it and forget it” flyer, you’re missing out on its real power: connection and conversion.
Your website can reach your ideal audience at any time of day, meet them right where they are in their journey, and guide them toward a solution—your solution. Unlike a brochure, which passively sits in someone’s drawer (or worse, their trash), your website has the ability to actively engage, educate, and persuade.
Think of it this way: your website can work for you while you sleep, sell for you during your vacations, and even handle those late-night impulse buyers who’ve finally decided to take the leap. A static brochure can’t do that. A well-crafted, intentional website can.
How to Fix It:
Focus on Your Audience: Stop making your website about you. Instead, make it about them—your dream clients. Speak directly to their desires, pain points, and goals. Picture the person who’s scrolling your site at 11 p.m., credit card in hand, asking, “Is this the person who can help me?” Write for them.
Use Conversational Copy: Drop the formal, corporate jargon. Nobody wants to feel like they’re reading an instruction manual. Instead, write like you’re having a one-on-one conversation with your audience. Make them feel seen, heard, and understood.
Include Clear CTAs: A great website doesn’t leave people guessing. What’s the next step you want them to take? Spell it out. Whether it’s booking a discovery call, downloading a freebie, or purchasing your latest offer, every page should have a clear, actionable Call to Action (CTA) that makes it easy for visitors to say “yes.”
By shifting your mindset and approach, you can transform your website from a static placeholder into an interactive, conversion-focused powerhouse that works as hard as you do.
Website Copy Mistake #2: Writing for Yourself, Not Your Audience
Your website’s copy might make perfect sense to you, but here’s the hard truth: you’re not your customer.
What’s crystal clear in your brain might be downright baffling to someone who’s never met you, let alone knows what you offer. The way you think, talk, and navigate your business is likely very different from the way your ideal client does. And that’s okay—it just means your website has to be built with their mindset in mind.
Why It Matters:
When your website’s navigation, tone, and structure are tailored to your preferences instead of your audience’s needs, you create unnecessary friction. Friction is the silent sales killer.
It frustrates your visitors, makes them doubt whether they’re in the right place, and ultimately sends them clicking away to your competitors. Worse still, high bounce rates can tank your SEO rankings, which means fewer people even get the chance to find you in the first place.
Think about this: a confusing or self-centered website is like showing up to a party and only talking about yourself.
Your audience doesn’t want to decode your internal shorthand or sift through pages that prioritize your perspective over their experience. They want clarity, ease, and the feeling that you truly get them.
How to Fix It:
Speak Their Language: Drop the jargon, acronyms, or insider terms that might leave your audience scratching their heads. This is where Voice of Customer (VOC) research becomes a game-changer. Listen to how your audience describes their challenges and goals, and mirror that language in your copy.
Simplify Your Navigation: A cluttered menu or confusing layout can overwhelm even the most motivated visitor. Keep your navigation clean and intuitive. Think of it as holding your audience’s hand, gently guiding them to exactly what they’re looking for without making them dig.
Get Outside Input: Sometimes, you’re too close to your own business to see where the confusion lies. Ask someone who represents your ideal client to navigate your site. What feels intuitive? What feels frustrating? Use their feedback to make strategic improvements.
By stepping into your audience’s shoes and tailoring your website to their needs, you can create a user experience that feels seamless, supportive, and built just for them. And when your visitors feel seen and understood, they’re far more likely to stick around—and convert.
Website Copy Mistake #3: Overloading Your Website with Options
When everything is important, nothing is important. That’s the essence of mistake #3: overwhelming your visitors with too many choices, links, or calls to action.
Think of your website like a well-planned meal at a Michelin-starred restaurant, not a chaotic buffet where your visitors have no idea where to start. Too many options create confusion, and confusion kills conversions.
Why It Matters:
Decision fatigue is real.
When your audience lands on a website that feels like a maze of endless dropdowns, scattered links, and competing calls to action, they’re going to feel overwhelmed. And overwhelmed people don’t convert; they leave. Worse yet, they may never come back.
The clutter isn’t just an issue of aesthetics; it’s a conversion killer.
Visitors need to know what to do and where to go without hesitation. Every extra second they spend trying to figure out your website is a second closer to them closing the tab.
How to Fix It:
Limit Navigation Choices: Keep your menu simple with 5-7 main items. Each item should be crystal clear and essential. Think about the core actions or pages your audience needs, and trim the rest. A clean, intuitive navigation bar is like giving your visitors a roadmap instead of a scavenger hunt.
Prioritize Your Goals: What’s the one action you want visitors to take on each page? Make that path glaringly obvious. Whether it’s signing up for a newsletter, booking a call, or purchasing a product, eliminate distractions and guide your audience toward that single goal.
Use Visual Hierarchy: Structure your site so that the most important elements—like headlines, subheadings, and buttons—catch the eye first. Good design isn’t just pretty; it’s strategic. Bold CTAs, logical flow, and plenty of white space work together to reduce overwhelm and keep visitors engaged.
By decluttering your website and giving your visitors a clear, friction-free experience, you’re setting them up for success—and yourself for more conversions. Remember, a clean website isn’t just a joy to look at; it’s a joy to use. And a joyful user is far more likely to say “yes” to whatever you’re offering.
Website Copy Mistake #4: Ignoring the Customer Journey
Your website isn’t just a collection of pages; it’s a carefully designed journey. From the moment someone lands on your homepage, they should feel like they’re being guided step-by-step toward a clear goal.
Think of it like hosting a dinner party: you’re leading your guests through appetizers, entrees, and dessert—not just dumping the entire buffet on the table and letting them fend for themselves.
Why It Matters:
When the customer journey is disjointed, confusing, or worse, nonexistent, you lose trust. And trust is the foundation of any successful sale.
A poorly planned website makes visitors feel lost, frustrated, or unsupported, which means they’re unlikely to stick around long enough to convert. Worse, they might walk away with a negative impression of your brand.
The customer journey isn’t just about navigation; it’s about creating an emotional connection. Visitors should feel like you understand their needs and have mapped out a path to solve their problems.
If your website feels aimless, your audience will feel the same.
How to Fix It:
Map Out the Path: Start by outlining the ideal flow for your website. What’s the first thing visitors need to see when they arrive? Where should they go next? What should they feel ready to do by the time they’ve explored your site? Planning this journey with intention ensures every page has a purpose.
Address Their Questions: Anticipate what your audience needs to know at each stage of their journey. Are they wondering what you offer? Show them. Do they need to know why you’re the right fit? Answer that. Build trust by proactively answering their questions before they even have to ask.
End with a Bang: Your call to action is the grand finale of the journey. Make it bold, clear, and impossible to ignore. Whether it’s booking a discovery call, purchasing a product, or signing up for a webinar, your CTA should leave no doubt about what to do next.
A seamless customer journey isn’t just a nice-to-have; it’s essential for building trust, engaging your audience, and driving conversions.
When your website feels like a well-orchestrated experience, visitors are far more likely to stay, explore, and take action—and that’s exactly what you want.
Website Copy Mistake #5: Treating Your Website Like a Patchwork Quilt
Many websites look like they were cobbled together over time, with different styles, tones, and purposes stitched in like a mismatched quilt. Maybe it worked well enough at the time, but now it’s a disjointed mess that’s hurting your brand and confusing your audience.
A patchwork website doesn’t just look chaotic; it feels chaotic—and that’s a surefire way to lose trust and conversions.
Why It Matters:
A cohesive website is like a well-written book: it pulls the reader in, flows seamlessly, and leaves them feeling satisfied. Each page builds on the one before it, guiding the visitor through a clear and engaging narrative.
A piecemeal site, on the other hand, feels like flipping through random chapters of different books. It confuses, distracts, and ultimately repels your audience.
When your website lacks consistency, it sends the wrong message. It can make your business seem unprofessional, unorganized, or out of touch. And when trust is the currency of online sales, you can’t afford to let a disjointed website undermine your credibility.
How to Fix It:
Audit Your Site: Start by doing a deep dive into your website. Look for inconsistencies in tone, design, and structure. Are some pages overly formal while others are casual? Do the colors, fonts, and layouts change from one section to the next? Identify these mismatches and create a plan to fix them.
Unify Your Messaging: Your website should feel like one cohesive conversation, not a series of disjointed thoughts. Develop a clear brand voice and stick to it. Whether it’s warm and witty or professional and polished, consistency is key to building trust and rapport.
Invest in Strategy: Sometimes, it takes a professional to turn chaos into clarity. Whether it’s hiring a copywriter to refine your messaging, a UX designer to streamline your site’s navigation, or both, getting expert help can transform your website into a conversion machine. A small investment now can lead to big results down the line.
Your website should feel like a well-orchestrated symphony—every element working together to create something harmonious and impactful. When you fix the patchwork quilt effect, you’ll not only create a site that’s visually appealing but also one that keeps visitors engaged and ready to take action.
Why Fixing These Mistakes Matters
Your website is more than just an online presence; it’s your most powerful marketing tool. Each element, from navigation to copy to design, works together to build trust, create connection, and drive action.
When these elements are misaligned or neglected, you’re not just leaving money on the table—you’re leaving your audience behind.
Fixing these common website mistakes is about more than improving metrics or boosting SEO (though that’s a nice perk!). It’s about creating a seamless, delightful experience that makes your audience feel seen, supported, and excited to work with you.
A website that works isn’t just good for your business; it’s good for your clients. And that’s a win-win worth investing in.
