The biggest website copy mistakes (and how to avoid them)

You’ve got the logo. The colour palette. The fancy template. Your website’s technically live… but it still feels a bit off. Like something’s missing.

Here’s a teeeeeeny tiny little hint: it might be the words.

Website copy can make or break how your brand comes across online. You’ve got seconds – literally – to make a good first impression. So let’s talk about the common mistakes I see all the time, and more importantly, how to fix them.

Talking about yourself too much

(Without actually saying anything)

“We’re passionate about excellence. We pride ourselves on our customer-first approach.”

Cool. So does everyone else.

Your audience wants to know what you can do for them. If your homepage reads like a CV, it’s time for a refresh.

Fix it: Lead with the value. What problem do you solve? Why should someone care? Talk to your reader, not just about yourself.

Writing like a robot

If your copy sounds like it’s been run through a corporate jargon machine… it probably has. Words like “solutions,” “bespoke services,” and “leveraging expertise” aren’t impressing anyone – they’re just making people click away faster.

Fix it: Write how you talk. Your brand voice should feel human, clear, and consistent. It doesn’t have to be overly casual – but it does have to make sense.

Hiding the good stuff

Important info shouldn’t be buried five clicks deep in a vague paragraph. Make those things that your audience are actively seeking out, like prices, locations, services, how to get in touch, and make it easy for people to find what they need.

Fix it: Use clear headings. Keep things scannable. Don’t make people work for it, because they won’t.

Forgetting to guide the reader

Your website isn’t a choose-your-own-adventure book. You need to gently nudge your reader in the right direction – otherwise they’ll get lost (and leave).

Fix it: Add calls-to-action. “Get in touch,” “View my services,” “Book a chat” – whatever makes sense. Every page should have a next step.

Skipping SEO altogether

If your dream client is Googling for someone like you, will your site show up? Not if you haven’t thought about keywords, meta descriptions, or headings.

Fix it: Do a bit of keyword research (or work with someone who can 👋). Weave relevant phrases naturally into your copy, without keyword stuffing (trust me, Google won’t thank you for that).

Trying to sound like someone else

If your copy feels like it could belong to any business in your industry, it’s not working hard enough. People want to connect with you – not some watered-down version of what you think a “professional” should sound like.

Fix it: Get clear on your tone of voice. Are you warm and chatty? Straight-talking and efficient? Weird and wonderful? Lean into it.

Ready to banish your web copy woes?

Your website is more than a digital brochure – it’s your virtual storefront, your pitch deck, your first impression. If your copy isn’t pulling its weight, it might be time to give it some love.

Need help figuring out what’s not working? That’s literally what I do. Pop me a message and let’s make your words work harder.