99 website copywriting mistakes (and how to fix them)

Website copywriting is one of those things that looks simple on the surface, but the smallest mistakes can cost you trust, traffic, or sales.

Whether you're a startup founder, marketing manager, or copywriter looking to level up, this guide will save you from some painful trial and error.

Strategy & planning mistakes

1. Writing copy before understanding your audience

Stop writing for everyone. Your ideal customer has specific problems, language patterns, and objections.

Research them first with user interviews, support logs, and tools like UserTesting to hear their words directly.

Also, run a quick copy audit to map their journey and ensure your brand messaging aligns with the audience’s priorities.

2. Skipping customer research entirely

Your assumptions about what matters to customers are probably wrong. Read reviews, conduct interviews, analyze support tickets, and study social media comments to surface pains and objections.

Pair qualitative research with Google Analytics to see how traffic flows through your site and where users bounce.

3. Focusing on features instead of benefits

Nobody cares that your product has “advanced analytics capabilities.”

They care that they can “spot revenue leaks in under 5 minutes.”

Translate features into outcomes that impact sales, cost, time, or risk.

4. Ignoring the buyer’s journey stage

Someone who just discovered their problem needs different copy than someone comparing vendors.

Match your message to their awareness level and tailor landing pages accordingly.

5. Not defining clear conversion goals

Every page needs a job. What specific action do you want visitors to take: download, demo, subscribe, or contact?

Define the primary call to action and supporting call-to-actions, then design the page around those.

6. Writing without a clear value proposition

If someone can’t figure out what you do and why it matters in 5 seconds, you’ve lost them. State the who, what, and outcome clearly in your hero section.

7. Copying competitors instead of differentiating

“Industry-leading solutions” and “innovative platform” could describe anyone. What makes you different? Be explicit about specialized service tiers, better support, or faster time-to-value.

8. Creating copy in isolation from design

Copy and website design should work together. Writing first helps, but collaboration is key to ensure the hierarchy, call to action button placement, and microcopy align with user intent.

9. Not considering SEO from the start

Understand search intent for each page but don't obsess over algorithms. Just make sure you know what the reader is looking for and that you give them exactly that (and a little more, of course)

10. Forgetting about mobile users

Over half of your traffic is probably on mobile. Keep web copy concise, break up paragraphs, and make CTAs tappable.

Headline & hook mistakes

1. Writing vague, generic headlines

“Welcome to Our Website” tells me nothing. “Cut Your Customer Support Time by 60%” tells me everything and sets up the story.

2. Burying the lead

Lead with your strongest benefit. Attention spans are short, so state the promise early.

3. Making headlines too clever

Clear beats clever. Use these proven headline formulas to get some good ideas.

4. Writing headlines that don’t match the content

Avoid clickbait. Deliver exactly what the headline promises to build trust.

5. Using insider jargon in headlines

If your audience can’t parse it quickly, simplify. Save technical depth for later.

6. Making headlines too long

Aim for punchy lines that make the value immediately obvious.

7. Not using numbers when relevant

Numbers add credibility: “Increase conversion rate by 34%” feels more real.

8. Forgetting to test variations

A/B-test your headlines early and often to maximize conversions.

9. Not addressing the reader’s pain point

Make readers think, “Yes, that’s my problem.” Then present the solution.

10. Leading with your company name

Unless you’re a household name, lead with the benefit, not your brand.

Voice & tone mistakes

1. Sounding like a robot

Write like a human, not a brochure. Keep your brand voice consistent across all website copy.

2. Being inconsistent with brand voice

Maintain tone consistency across your site, emails, and social media copy.

3. Using too much corporate speak

Avoid empty jargon. Use concrete, specific words.

4. Trying too hard to be funny

Humour is fine when natural to your brand voice. Otherwise, stay authentic.

5. Being too casual for your audience

Match tone to audience expectations. B2B buyers often prefer direct clarity.

6. Being too formal and stiff

Conversational tones usually feel more natural than overly academic writing.

7. Not showing personality

Infuse perspective and attitude. Memorable brands have a clear point of view.

8. Overusing exclamation points

Strong copy doesn’t need over-punctuation to feel confident.

9. Writing in passive voice

Active voice builds clarity, urgency, and connection.

10. Not maintaining consistent tenses

Inconsistent tense usage confuses readers and disrupts flow.

(We're not even half way! No wonder good website copywriting costs…)

Structure & readability mistakes

1. Writing walls of text

Break content into smaller, scannable paragraphs with plenty of white space.

2. Not using subheadings effectively

Each subhead should tell its own story so skimmers grasp value.

3. Burying important information

Front-load benefits and outcomes before secondary details.

4. Making sentences too long

Short sentences improve clarity and comprehension.

5. Not using bullet points

Lists help readers process multiple ideas efficiently.

6. Using tiny font sizes

Readable typography enhances user experience.

7. Poor information hierarchy

Guide attention with type size, spacing, and visual weight.

8. Not using enough white space

Whitespace gives mental breathing room for readers.

9. Writing above your audience’s reading level

Test readability with tools like Hemingway Editor.

10. Not front-loading paragraphs

Lead with your main point, then expand with reasoning.

Credibility & trust mistakes

1. Making unsubstantiated claims

Support claims with links to case studies, data, or credible sources.

2. Not including social proof

Testimonials, stats, and logos increase trust and conversions.

3. Using fake or stock photo testimonials

Use real names, titles, and companies to boost authenticity.

4. Not addressing objections

Anticipate and answer objections throughout your website copy.

5. Overselling and making unrealistic promises

Underpromise and overdeliver for long-term brand trust.

6. Not showing real results

Show specific before-and-after data and timeframes.

7. Hiding your pricing

Transparent pricing improves credibility and filters weak leads.

8. Not including author credentials

Show expertise, especially in gated or long-form content.

9. Using too much hyperbole

Real numbers beat exaggerated claims.

10. Not admitting limitations

Honesty attracts better-fit leads and builds loyalty.

Call-to-action mistakes

1. Having weak, generic CTAs

Avoid “Submit.” Use clear, action-oriented CTAs like “Get My Demo” or “See Pricing.”

2. Using too many CTAs

One main call-to-action per page keeps focus clear.

3. Not making CTAs visually prominent

Use design contrast, white space, and hierarchy to stand out.

4. Writing CTAs that don’t match intent

Match CTA phrasing to page stage—blogs differ from landing pages.

5. Not creating urgency or scarcity

Ethical urgency (“Enrollment closes Friday”) drives timely action.

6. Being vague about what happens next

Explain next steps near your call to action button to reduce friction.

7. Making forms too long

Only request essential info for lead generation.

8. Not reducing friction in CTAs

Use reassurance text like “No credit card required.”

9. Placing CTAs in illogical spots

Insert CTAs where users naturally decide, not at random.

10. Not repeating CTAs on long pages

Add CTAs near the hero section, mid-page, and bottom.

Homepage mistakes

1. Starting with “Welcome to…”

Lead with clarity and value, not pleasantries.

2. Leading with company history

Open with customer outcomes instead of backstory.

3. Not answering “what do you do?” immediately

Ensure visitors instantly understand your offer above the fold.

4. Trying to appeal to everyone

Niche down. Speak directly to your ideal audience.

5. Using a slider/carousel for key messages

Users rarely see beyond the first slide, so use static hero content.

6. Not highlighting key benefits above the fold

Use a sharp headline, key benefit bullets, and visible CTA.

7. Lacking a clear visual hierarchy

Guide the eye with spacing, contrast, and typography.

8. Including an auto-play video

Give visitors control. Autoplay is frustrating.

9. Not having a compelling hero section

Strong hero clarity drives engagement and scroll depth.

10. Making navigation too complicated

Keep menus simple and prioritise pricing, product, and contact.

About page mistakes

1. Making it all about you

Relate your brand story to customer goals.

2. Writing your About page in third person

Write in your brand’s authentic voice.

3. Not showing the people behind the brand

Feature real team photos to humanise your business.

4. Being too modest

Showcase relevant results and recognition.

5. Not explaining your “why”

Purpose adds emotional connection and brand differentiation.

6. Including irrelevant personal information

Keep the focus on details that build credibility.

7. Not connecting your story to customer benefits

Turn every “we” into a “so you can.”

8. Making it too long

Trim fluff and link to deeper stories elsewhere.

9. Not including a CTA

Prompt the next step—demo, subscribe, or contact.

10. Using boring, corporate language

Keep tone conversational and human.

Product or service page mistakes

1. Leading with how it works instead of why it matters

Start with customer outcomes first.

2. Not segmenting for different user types

Tailor content by persona, industry, or customer lifecycle stage.

3. Using technical jargon without explanation

Define complex terms with friendly tooltips or microcopy.

4. Not showing the product in action

Include visuals—screenshots, walkthroughs, short videos.

5. Missing comparison information

Add honest comparison tables or feature breakdowns.

6. Not anticipating questions

Address common objections in a concise FAQ.

7. Having unclear pricing

List inclusions, tiers, and who each plan fits.

8. Not explaining who each plan is for

Label tiers clearly (e.g., Starter, Pro, Enterprise).

9. Focusing too much on “how” and not enough on “what”

Lead with benefits before diving into technical detail.

10. Not including FAQ sections

Reduce support friction by helping users self-educate.

But wait, there's more…

1. Not proofreading thoroughly

Typos kill trust. Use Grammarly or ask for peer review.

2. Forgetting to update copy regularly

Outdated pages or promos hurt relevance and SEO.

3. Not optimizing for search intent

Align page content with user behavior and internal linking.

4. Using the wrong metrics to measure success

Prioritize meaningful metrics—leads, demos, and conversions.

5. Not testing different copy variations

Use A/B-testing for headlines, CTAs, and layouts.

6. Ignoring analytics and user feedback

Use Google Analytics, surveys, and session replays to adapt continuously.

7. Writing copy once and forgetting about it

Iterate based on real data and insights.

8. Not having someone else review your work

Fresh eyes catch mistakes and improve flow.

9. Forgetting that copy is a conversation

Write like you’re helping a real person achieve a goal.

Now what?

Don't try to fix everything at once. Pick the 5 mistakes you're most guilty of and start there.

The difference between good copy and great copy isn't talent, it's just consistently nailing the basics.

Audit your website and start fixing these mistakes if you find them. Your conversion rate will thank you.