7 Common Website Copywriting Mistakes (and How to Avoid Them)
I've reviewed hundreds of websites over the years, and I can tell you this: most businesses get website copywriting wrong. Not because they don't care, but because they're making the same preventable mistakes over and over again.
Poor website copy doesn't just fail to convert—it actively erodes trust and drives visitors away.
The good news? Once you know what these common website copywriting mistakes are, they're easy to fix. This guide will walk you through the seven most damaging web copy errors, along with practical solutions you can implement today.
Why website copywriting matters for your business
Your website copy does three essential jobs: it communicates what you offer, builds trust with potential customers, and guides them towards taking action.
When any of these elements fail, your entire marketing funnel breaks down.
Consider the numbers. According to research by Tidio, 97.2% of people say grammar influences their perception of a company. That means nearly everyone visiting your site is judging your credibility based on how well you write.
The quality of your website copywriting also directly impacts your bottom line. Effective web copy improves user experience, keeps visitors engaged longer, and ultimately drives more conversions. It's the difference between a visitor leaving within seconds and becoming a paying customer.
Mistake #1: Writing for search engines instead of people
Search engine optimisation (SEO) plays a vital role in increasing brand visibility. But with so many fake SEO “gurus” out there, good advice has been rehashed so many times that it’s become inaccurate and dangerous.
This is abundantly clear when writing for search engines becomes the priority. Google isn’t the target audience for your product or service—humans are.
The problem with keyword stuffing
I still see websites that read like this:
"Our project management software provides the best project management software features for all your project management needs."
It's jarring, unnatural, and completely counterproductive.
Keyword stuffing—that is, cramming your target keywords into every sentence—is one of the most common website copywriting mistakes I see companies make. People do it because they think it helps with SEO. In reality, modern search algorithms are sophisticated enough to recognise this tactic, and they penalise it.
More importantly, keyword-stuffed copy destroys readability. Your visitors are smart—they can tell when you're writing for robots instead of humans. And it destroys the credibility of your company.
How to write SEO-friendly copy that converts
The best search-optimised copywriting doesn't feel like SEO at all.
Focus on your reader first, and optimisation will follow naturally.
Start by understanding search intent. Answer: What is your visitor actually trying to achieve? Write to answer their questions and solve their problems. Include your target keywords, but use them where they make sense in the context.
For example, instead of forcing "project management software" into every paragraph, use variations like "automated project management" and "project management systems" throughout your content. It reads better, and search engines understand the semantic connection.
One piece of advice that’s useful for all forms of writing: read your copy aloud.
If it sounds awkward or robotic, your readers will feel the same way. If you need help developing an SEO content strategy that balances search optimisation with website copywriting that delivers genuine reader value, working with an experienced copywriter can make all the difference.
Mistake #2: Unclear or missing value propositions
Your value propositions are how you communicate why your readers should invest in your products or services. They aren’t vague descriptions—as so many brands mistakenly think—but the core buying reason. Think: customer benefit, problem solved, and reason to trust.
Failing to communicate what makes you different
Phrases like "We provide quality service," "Best in class solutions," and "Your trusted partner" mean absolutely nothing. Every company claims to be the best, to offer quality, and to be trustworthy.
But what actually makes you different from your competitors?
Visitors make snap judgements. A weak or missing value proposition undermines every subsequent interaction. Your website copy needs to clearly state why your brand and your solution are right for your potential customer.
Crafting a compelling value proposition
Your value proposition should answer four questions:
What do you do?
Who do you do it for?
What’s in it for them?
Why should they choose you instead of a competitor?
Be specific. Instead of "quality web design services," try "custom WordPress websites for independent consultants who need to establish credibility fast."
See the difference? One could apply to anyone, while the other speaks to a specific audience with a specific need.
Make your value proposition prominent on your homepage. Use concrete, quantifiable claims where possible. "Faster accounting workflows in just four weeks" is infinitely more persuasive than "quick to implement."
Mistake #3: Using jargon and complex language
Making a customer feel stupid is one of the biggest mistakes you can make—even if you didn’t mean it. Imagine a Subway employee waxing lyrical about the various chemical processes that go into making their bread, when all you want to hear is “Would you like white bread or brown?”
Why industry jargon alienates your audience
When you’re deeply familiar with a niche industry, certain terms become second nature. You forget that normal people don't speak in acronyms or use technical terms casually. This curse of knowledge is one of the most insidious website copywriting mistakes.
Brands often publish copy that sounds impressive to them, but leaves potential customers confused about what they’re looking at and frustrated at the lack of clarity. Confused visitors never convert—they just leave.
Writing clear, accessible web copy
Research shows that 60% of B2B buyers say clear messaging is a bigger influence on their decision than brand reputation. This doesn't mean dumbing down your message—it means expressing it in a way that’s easily understood.
Use short sentences and common words. Break complex ideas into digestible chunks. If you must use technical terms, define them on first use. Show your copy to someone outside your industry—if they can't explain what you do after reading it, you've got work to do.
Mistake #4: Neglecting mobile users
More than half of all web traffic now comes from mobile devices. Yet countless websites serve up dense paragraphs that become unreadable walls of text on phone screens. This creates a poor user experience that puts off many readers.
The mobile copywriting challenge
Mobile users behave differently—they're often multitasking, have less patience, and work with smaller screens. Most of us are skim-readers who skip full content and prefer short copy. This tendency is even more pronounced on mobile.
Optimising copy for mobile devices
The answer is simple: simplify.
Use shorter paragraphs (2–3 sentences maximum), shorter sentences, and shorter words where possible. Front-load your most important information—mobile users might not scroll to see your conclusion.
Use formatting to create visual breathing room:
Clear headings
Bullet points for lists
Generous white space
Short paragraphs
Make your CTAs prominent and thumb-friendly. Most importantly, always test your copy on an actual mobile device.
Mistake #5: Weak or confusing calls-to-action
Your CTAs should inspire action. But to take action, one must first understand what they get out of it. Will they be taken to a sales page? Are they downloading a free resource? Clarity is key.
Why generic CTAs fail to convert
A weak call-to-action wastes all your hard work. Vague, uninspiring CTAs like “Click here” or “Submit” tell visitors nothing about what happens next.
You've attracted the visitor, engaged them with your copy, and built interest—then you fumble at the finish line with a CTA that creates no urgency and communicates no value.
Creating high-converting CTAs
Effective CTAs are specific, action-oriented, and benefit-focused. Instead of "Submit," try "Get my free proposal." Instead of "Learn more," use "Discover how we reduced costs by 40%."
In one test by Unbounce, changing a CTA from "Start your free 30-day trial" to "Start my free 30-day trial" increased click-through rates by 90%. That tiny shift from "your" to "my" made the offer feel more personal and immediate.
Create urgency without being pushy. Ensure visual prominence through colour contrast, size, and white space. Finally, limit your options—one clear, strong CTA will always outperform three mediocre ones.
Mistake #6: Ignoring the customer journey
Only in essential B2C ecommerce sectors is the customer journey often a simple search-find-buy process. More often than not, customers explore myriad pages on a company's website before they even consider purchasing. Ignoring this fact is a dangerous mistake to make.
One-size-fits-all content doesn't work
Not every visitor is ready to buy. Some are discovering they have a problem. Others are researching solutions. Still others are comparing you with competitors. Yet many websites treat all visitors the same, serving aggressive sales copy regardless of their decision-making stage.
Tailoring copy to each stage
Top-of-funnel content (blog posts and guides) should educate and build awareness. Be helpful and informative, not pushy. Your CTA might invite readers to download a resource or read a related article.
Middle-of-funnel pages (for example, competitor comparisons, service descriptions, and case studies) can be more persuasive. You're talking to people evaluating options. Compare features, demonstrate expertise, share success stories.
Bottom-of-funnel pages should remove friction and drive conversion. Strong, direct CTAs belong here. If you're unsure how to structure website copy for different pages, mapping out the customer journey helps clarify which messages belong where.
Mistake #7: Overlooking proofreading and quality control
Research shows that landing pages with spelling and grammar mistakes have an 85% higher bounce rate than error-free pages. That's not just bad for conversions—it's catastrophic for your bottom line.
How typos and errors undermine credibility
A single typo might seem minor. But to visitors, typos and grammatical errors signal carelessness. If you can't be bothered to proofread your website, what does that say about your actual work?
A few errors might be forgivable, but when they compound, visitors lose trust fast. Errors simply look unprofessional, making your entire brand seem amateurish.
Implementing a quality control process
Never publish copy immediately after writing it. Take a break—ideally overnight—then return with fresh eyes. Read your copy aloud to catch awkward phrasing and missing words.
Use tools like Grammarly and Hemingway Editor, but don't rely on them completely. Get a second pair of eyes on important pages. Create a simple style guide for consistency. Lastly, audit your website regularly to ensure all your content is current and correct.
Turning website copywriting mistakes into opportunities
Every website copywriting mistake is fixable. Poor copy doesn't mean you're a bad business owner—it usually just means nobody taught you how to write persuasive web content.
Start small. Pick your homepage and work through the seven mistakes we've covered. Fix obvious errors first: proofread thoroughly, simplify jargon, strengthen your value proposition. Then tackle the more nuanced issues: optimising for mobile, matching copy to the customer journey, refining your CTAs.
Remember that website copywriting is an ongoing process. Markets change, customer needs evolve, and your business grows. Your copy should evolve with them. If this feels overwhelming, professional website copywriting services can help—it's often the fastest route to results.
The important thing is to start. Every improvement compounds over time. Better copy means more engaged visitors, which means more conversions, which means more revenue. It's one of the highest-ROI investments you can make in your business.
Need help fixing your website copy?
I specialise in creating website copy that actually converts. Whether you need a complete rewrite or just want someone to audit your existing content and fix the mistakes costing you customers, I can help.
My services include everything from homepage copywriting to full site content audits. I'll work with you to identify the problems, fix them, and create copy that speaks directly to your ideal customers.
Get in touch today, and I'll help you improve your messaging and increase on-page conversions.
