How to improve your website copy

6 Reasons Why Your Website Copy Sucks… And How You Can Fix It!

Your website is your identity in the online marketing world- people don’t care how skilled you are at talking about what you can and can’t do, what they care about is what your website looks like and most importantly how your website interacts with them.

Yes, that’s right. Whether you’re aware of it or not, your website interacts with your visitors, it talks to them- listens to their queries and hopefully presents them with all the right answers at the right time.

And how does your website do that?

Through copy of course.

So, you see it’s pertinent that your website copy is structured in the right way and has all the right ingredients to make an impact on you audience. This is what today’s post is about, we’re going to show you the common mistakes you’re making on your website copy, not only that, we’re also going to show you solutions to fix those copy mistakes.

So stick around marketers and let’s begin.


If you feel like you have written 100% information and yet it’s not getting any attention, the problem might be too much jargon. The common misconception that loads of jargon is good for your copy is creating very boring websites. What most companies don’t realize is that not all of their audience has gone to business school and therefore don’t understand half of what you are trying to say.

This lack of clarity causes a lot of readers to leave midway. So using too many typical business terms like “paradigms”, “synergies”, “core competency” or “bleeding edge” (something that is sharper than cutting edge) etc. can really affect how people see your website.


SOLUTION: The KISS rule does a perfect job when building a website. The simpler you keep it, the more understandable it becomes to the reader, which makes it easier to build their interest. Though jargon is a great tool that may enhance your writing and make it more persuasive, but if abused, it can really kill your copy.


When making content for your website, make sure you use jargon only where a technical description is to be given. However, make sure you add in a few lines to explain what you really meant. That way your readers won’t lose interest and might just enhance their vocabulary in the process too. Win-win!


2. You’re going on and on about yourself

This may seem a bit ridiculous to some companies out there. I mean, it’s your company, your website, your content. Why shouldn’t you talk about yourself, right?

Wrong! What you have failed to realize is that it’s not about you at all. No one cares about what your company is. All people care about is what you can do for them, and talking too much about yourself makes it hard to highlight that.


Visitors come to your site looking for information the way animals look for food. They will quickly scan your website copy for anything that might be useful to them. If they are successful in finding something important to them you can expect them to come again and again. However, fail to provide them with any real information that they can make use of, trust me when I say they will run and NOT look back!

SOLUTION: You need to realize that the customer is your sole purpose for existing. When making a website copy make sure you identify what your customer needs and highlight how you can help them.



Make sure your website has more “You Attitude” to it so the visitors feel like you care about them and are not just trying to sell to them. Include calls to action in order to motivate people to place orders for your products or contact you.


Most of the times, a website copy may be grammatically correct, but it just lacks that certain vibe that attracts readers. Lack of hypnotic writing may make your copy not compelling enough to keep readers interested. But what exactly is hypnotic writing?

KISSmetrics writes that you can use certain hypnotic words that have a certain effect on readers. This way they keep reading or at least don’t lose interest within sixty seconds. So therefore, words like “imagine”, “you”, “because” make you stop for a few seconds and visualize a proper scenario.


In order to compel readers to take interest in your website copy, you need to use hypnotic writing to lure in readers and keep them there. There are many strategies you can use to do that. Sticking to active voice over passive is one of them. When using passive voice, you turn your content into a research type material, which is really boring to read. Switching to active voice on the other hand is more engaging and easier to concentrate on without drifting off.

SOLUTION: Add explanations to what you are saying. We don’t mean long paragraphs on the topic, but a few extra lines or even words can do the trick sometimes.

Stick to the “you attitude” and keep using the word “you”. This makes it more personal and gives the feeling of having an actual conversation. When you keep referring to the readers, they will continue to give their attention.



Ever somehow landed on a website and had a hard time breathing because there’s too much going on? Ever spent more than 20 seconds on that site?


Some websites are so crowded visitors find it hard to concentrate on finding what they are looking for. Sure, you can find everything on the site, but because there is so much going on, your audience may find it very confusing and instead of wasting their time skimming through junk that is absolutely useless to them, they would rather Google another site.

SOLUTION: When making your website copy make sure there is enough white space to make the site look more breathable. It’s not a big deal if this makes your page a bit longer. Your viewers won’t have a problem scrolling up and down as long as they can clearly see the information in front of them. Adding too many colors, pictures or data can be a pretty big drawback.


Create a simple theme that goes perfectly with your brand and stick to it. Make sure you do your testing before publishing your website so you know what your visitors want to see and what they would run away from. Keep a perfect balance between your text, images, colors and blank spacing. Once you find the perfect combination these elements should works harmoniously to decrease your bounce rate.



A website copy’s sole purpose is to get people to do something. However, when you forget to add a call to action, you’re not really going to make any sales. Be it your blog, website or email to a potential customer, if you fail to add a call to action they’re pretty much on their own. You’re not compelling others to come buy your product.


SOLUTION: A strong website copy needs to have a strong call to action. While making your content, try taking them through a journey, starting with attracting them through your content (posts, social media, images), then converting them (benefits, useful information) and finally telling them to do something (Subscribe! Place order! Contact!).


This way, by the time your audience finishes reading they are super-motivated to do their part somehow and then is when you tell them, “hey, click this button!” and they will.


Sure facts, figures and data are important. But if that’s all you’re including in your website copy then good luck getting any significant traffic. All this is dry stuff and can make your visitors yawn. If you’re content is unsubstantiated, weak and full of vague statements then you can kiss your audience good bye.


SOLUTION: When making a copy, you need to know who you are writing for (your audience), what is it that you are offering them and why (product/service), and how it will help them (benefits). You need to include statistics an facts very carefully.

However, don’t just stick to them. Use a bit of light humor to make the website more enjoyable. Add engaging images or include headlines to make an impact. Get really creative with your website. It’s a great platform to express your brand and by sticking to the dry stuff you are missing a chance to really engage your audience.

Notice some of these mistakes in your website copy? Don’t fret it, a mistake identified is a mistake solved. And if you still have trouble with your website copy just shoot us an email and we’ll take care of everything.

Excited? We are too.

About the author / Ghashiya Kassim

Ghashiya Kassim is a blogger at eCopyDesk. Due to her social sciences background, she sees a lot of similarities between marketing strategies and general social norms such as dating, parenting, or life experiences almost all of us have gone through. That is reflected in her content through humor and endless pop culture references, something that keeps her audience engaged and compels them to read on and on.

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