Is Your Business Copy Losing You Clients? 5 Common Fixes That Work
You’ve spent time, money, and energy building your business, but is your website copy working just as hard? If your enquiries are drying up, your bounce rate is high, or people are visiting but not buying, your copy might be the problem. The good news? It’s fixable. Here are five common mistakes I see time and again, and what to do instead.
1. Your Copy Talks About You, Not Your Customer
Too many business websites start with “We are…” instead of “You need…” Remember, your clients don’t care (yet) about your story - they care about their own problems. Your copy should speak directly to their pain points and position your service as the solution.
Fix: Reframe your homepage and service pages to highlight benefits, not just features. Try using second-person language (“you” and “your”) more often than first-person (“we” or “our”).
2. You’re Using Vague or Overused Language
Are you describing yourself as “passionate,” “dedicated,” or “innovative”? These words are everywhere, so they’re not doing you any favours. If your copy sounds like it could belong to any business in your industry, it’s not working hard enough.
Fix: Get specific. Talk about what makes your approach unique. Use concrete examples and avoid clichés. Bonus: your SEO will thank you.
3. There’s No Clear Call to Action (CTA)
It’s amazing how many sites forget to actually tell the visitor what to do next. If you don’t guide your reader, they’ll just leave.
Fix: Every page should have a clear, purposeful CTA, whether it’s “Get a free quote,” “Download our brochure,” or “Book a discovery call.” Use active language, not vague requests.
4. Your Copy Is Too Long (or Too Short)
Some businesses overwhelm visitors with walls of text. Others say too little, leaving customers unsure about what’s actually on offer. Both extremes can lose you leads.
Fix: Use clear structure: short paragraphs, subheadings, bullet points to guide the reader. Aim for the ‘Goldilocks zone’: enough information to inform and reassure, but not so much it feels like a chore to read.
5. It Hasn’t Been Proofread, or It Sounds Like AI
Typos, clunky sentences, or oddly generic phrasing can damage your credibility. And let’s be honest: we’ve all seen AI-generated content that sounds robotic or just … off. Clients notice. They won’t always tell you, but they could be put off.
Fix: Invest in a professional editor (like me!) who can polish your copy, maintain your tone of voice, and make sure every word is pulling its weight. Clean, confident copy builds trust.
If you’ve been wondering why people aren’t clicking, buying, or getting in touch, your copy could be the missing link. The good news is you don’t need a total overhaul, just a few smart edits can make all the difference.
Need help? That’s what I do. At LFP Editorial Studio, I work with businesses, creatives, and professionals to transform underperforming content into copy that connects.
Want an honest second opinion on your website copy? Get in touch for a free 15-minute review.
