5 Copywriting Mistakes That Could Be Hurting Your Business

When it comes to marketing your business, copywriting plays a bigger role than most people realize. Great copy has the power to attract your ideal customers, build trust, and drive consistent sales. But the opposite is also true—weak or poorly written copy can quietly chip away at your credibility and send potential customers elsewhere.

The truth is, many business owners unknowingly make small copywriting mistakes that have a big impact. And if you’re not seeing the results you want from your website, emails, or social media content, your copy might be the culprit.

In this post, we’ll break down five common copywriting mistakes that could be hurting your business—and more importantly, how to fix them. Whether you're writing your own content or reviewing someone else’s, knowing what to avoid is the first step to creating stronger, more effective copy.

Copywriting mistakes

Copy Mistake #1: Writing for Everyone Instead of Your Ideal Customer

It’s tempting to try to appeal to as many people as possible, especially when you’re eager to grow. But in copywriting, trying to speak to everyone often means resonating with no one.

Generic messaging tends to feel flat, vague, or disconnected. The most effective copy is focused, specific, and speaks directly to your ideal customer—the person most likely to benefit from your product or service.

Think of your website or marketing content like a conversation. You wouldn’t talk to a new client the same way you’d talk to your grandmother or your neighbor’s teenager. The more clearly you understand your ideal customer—their needs, values, struggles, and goals—the more impactful your copy will be.

Quick Fix:

Define your ideal customer profile. Who are they? What are they struggling with? What kind of language do they use? Then write your copy as if you're speaking directly to that one person. It might feel like you’re narrowing your audience, but you’re actually creating a stronger connection—which leads to better conversions.

Copy Mistake #2: Highlighting Features Instead of Benefits

It’s easy to focus on the details of what your product or service does—especially when you’ve poured time and energy into building it. But here’s the truth: your customers don’t care about features. They care about how your offer will make their life better.

That’s the difference between features and benefits:

• A feature is what your product is or does.

• A benefit is what the customer gains from it.

For example, saying your moisturizer contains hyaluronic acid is a feature. Saying it helps keep skin hydrated and plump all day is a benefit.

When you focus only on features, you make your audience work to understand the value. But when you clearly communicate benefits, you help them instantly see what’s in it for them.

Quick Fix:

For every feature you mention, ask yourself: So what? What outcome does it deliver? What problem does it solve? Use those answers to write benefit-driven copy that speaks directly to your customer’s goals or pain points.

Copy Mistake #3: Weak or Missing Calls to Action (CTAs)

You can have beautifully written copy, but if you don’t tell your reader what to do next, you’re leaving conversions on the table.

A call to action (CTA) guides your reader toward the next step. That might be clicking a link, filling out a form, scheduling a call, or making a purchase. Without a clear CTA, your audience is left guessing—and in most cases, they’ll do nothing at all.

The mistake many businesses make? Hiding the CTA, using vague language like “click here,” or skipping it altogether. Your readers need direction, and they want to know why it matters.

Quick Fix:

Review your website, emails, and marketing materials. Does each piece have a clear, action-oriented CTA? Use specific language like “Book your free consultation,” “Download your guide,” or “Get 20% off today.” Make it obvious and easy to take the next step.

Copy Mistake #4: Overloading Your Copy with Jargon or Fluff

When it comes to copywriting, clarity beats cleverness every time. One of the quickest ways to lose a reader is by stuffing your message with jargon, buzzwords, or filler. It might sound impressive to you, but to your audience, it often feels confusing—or just plain boring.

Your goal isn’t to sound smart. Your goal is to connect. If your copy is packed with vague or fluffy language, its message—and impact—gets lost.

That doesn’t mean your writing has to be overly simplistic. But it should be readable, relatable, and clear.

Quick Fix:

Scan your copy for insider language or overly complex phrases. Replace them with simple, everyday alternatives. Break up long sentences. Trim the fluff. The easier your copy is to understand, the more effective it will be.

Copy Mistake #5: Neglecting SEO in Your Copy

Even the best-written copy won’t deliver results if no one sees it. That’s where SEO (Search Engine Optimization) comes in. If your website, blog, or product pages aren’t optimized for search, you’re likely missing out on valuable traffic and potential customers.

Many small businesses either overlook SEO or misunderstand how it works. SEO isn’t about stuffing in keywords awkwardly—it’s about using the same language your ideal customers are searching for, and making your content easy for search engines to understand.

From headlines and meta descriptions to image alt text and internal links, small SEO improvements can make a big difference in visibility.

Quick Fix:

Do basic keyword research. What are your customers typing into Google when looking for what you offer? Use those terms naturally in your headlines, subheadings, and body copy. And don’t forget to optimize page titles, meta descriptions, and URLs—it all helps improve your search rankings.

Final Thoughts: Small Copy Fixes, Big Business Impact

If your marketing isn’t landing the way you hoped, your copy could be part of the problem.

The good news? It’s fixable. From refining your audience focus to improving your SEO, small shifts in your messaging can lead to major improvements in engagement, conversions, and customer trust.

The takeaway: great copy isn’t just about sounding good—it’s about connecting, guiding, and converting.

Want a second set of eyes on your copy?

I offer free 15-minute consultations to help you spot what’s working, what’s not, and where you can improve. No pressure—just a friendly chat to help you get more from your message. 

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