If you don’t even want to read your own copy, why would a visitor?

A potential customer finally lands on your website. They’re curious, interested, maybe even ready to buy.

And then… silence.

Why? Because your copy is flat. It doesn’t speak to them. It doesn’t guide them. It doesn’t connect.

So what happens? They click the back button faster than you can say “But wait, we have a sale!”

Here’s the hard truth: your website copy can either bring customers closer or push them away. And most small businesses unknowingly do the latter.

Let’s look at the most common mistakes that make your visitors run for the hills.

You sound like a robot

Too often, businesses try to sound “professional” and end up sounding… well, like a corporate memo.

Bad example:

“We leverage scalable solutions to optimize synergistic outcomes.”

What does that even mean? Unless your ideal customer is a corporate robot with a PhD in jargon, they’re not sticking around.

Good example:

“We help small businesses grow faster with simple, affordable tools that actually work.”

Clear. Conversational. Human. That’s what gets attention.

You’re writing a résumé instead of a story.

Many About-pages read like someone copy-pasted their LinkedIn profile:

“Founded in 1997, XYZ Company has been dedicated to excellence and innovation…”

Yawn.

Customers don’t care about the year you were founded (at least not yet). They care about how you can solve their problem.

Flip it:

• Start with them—their pain point.
• Then introduce you as the guide with the solution.
• Sprinkle in credibility (years in business, awards, etc.) as proof, not as the headline act.

Your story should invite customers in, not bore them out.

You’re the hero of your own story (instead of them)

If your copy is filled with “we,” “our company,” and “our mission,” you’ve made the classic mistake: forgetting who the story is really about.

Customers want to see themselves as the main character. You’re just the trusty guide helping them win.

Bad example:

“We are the leading provider of eco-friendly cleaning products.”

Better example:

“Tired of harsh chemicals in your home? Our eco-friendly cleaning products keep your space spotless and safe for your family.”

See the shift? It’s not about you, it’s about them.

You’re too clever for your own good

A catchy slogan might win you a creative award, but if people don’t immediately understand what you do, you’ve lost them.

Here’s a quick test:

If a stranger landed on your homepage, could they answer these three questions in 5 seconds?

1. What do you do?
2. Who do you help?
3. Why should they choose you?

If not, your copy needs clarity. Clever is fun, but clear pays the bills.

Your call-to-action is MIA (or just… boring).

“Contact us.” “Learn more.” “Submit.”

Meh.

These are vague, uninspiring, and give visitors no clue what happens next.

Instead, be clear and benefit-driven:

• “Book your free consultation today.”
• “Get your custom quote in 24 hours.”
• “Start your free trial—no credit card needed.”

People need direction. If you don’t tell them what to do next, they’ll do nothing.

You’re writing for everyone (which means no one)

A common trap for small businesses: trying to appeal to every possible customer. The result? Bland, watered-down copy that excites nobody.

Great copy speaks directly to a specific person. Imagine your ideal customer sitting across the table. What would you say to them? That’s the voice your website needs.

Your copy forgot about SEO

Now, I don’t mean stuffing your site with keywords until it reads like a broken record (Google and humans both hate that). But if you’re not using the phrases your customers are actually searching for, you’re invisible.

Think of it this way: your copy has two jobs—

1. Speak to humans in a way that connects.
2. Speak to Google in a way that gets you found.

A balance of both is where the magic happens.

Okay, so how do you fix all this?

• Keep it simple. Write like you’d explain your business to a 10-year-old.
• Talk to your customer. Use “you” more than “we.”
• Be specific. Ditch vague claims (“high quality!”) for proof (“500+ 5-star reviews”).
• Guide them. Every page should have one clear call-to-action.
• Inject personality. A little humor or humanity makes you memorable.

Here’s the good news.

You don’t have to scrap your whole website. Sometimes, a few key tweaks to your copy can transform your site from a digital ghost town into a client-converting machine.

And if writing isn’t your favorite thing (or if the thought of rewriting your site makes you want to cry into your coffee), that’s where I come in.

I help small businesses like yours turn confusing, jargon-filled websites into clear, engaging, and persuasive sales tools. Words that make your visitors think: “Yes. This is exactly what I need.”

Because at the end of the day, your website shouldn’t just exist. It should sell.

👉 Curious if your website copy is helping or hurting your business? Let’s chat. I’ll do a FREE MINI CONTENT AUDIT. Email me today and we’ll get your copy poppin’.