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5 Mistakes Businesses Make with Their Website Copy (and How to Fix Them)

1. The “Corporate Speak” Trap: Alienating Your Audience

The Cold, Impersonal Tone

Mistake: Website Copy (and How to Fix Them). Many businesses fall into the trap of using jargon-heavy, corporate language on their websites. They believe it makes them sound professional, but it often leaves visitors feeling disconnected and confused.

Fix: Instead of sounding like a faceless corporation, empathize with your audience. Understand their emotions, goals, and fears. Use language that resonates with their feelings. Imagine you’re having a conversation with a friend. Replace phrases like “We provide cutting-edge solutions” with “We’re here to help you succeed.”

The “About Us” Abyss

Mistake: The “About Us” page becomes a monologue about the company’s history, awards, and mission statements. Visitors are left wondering, “What’s in it for me?”

Fix: Shift the focus. Share stories of how your products or services have transformed lives. Introduce your team members with personal anecdotes. Show the human side of your business. Remember, people connect with people, not logos.

2. Ignoring the Power of Storytelling

The Dry Facts Syndrome

Mistake: Businesses bombard visitors with facts, figures, and technical details. While data is essential, it lacks emotional impact.

Fix: Weave stories into your copy. Describe how your product solved a real-world problem. Share customer testimonials that evoke emotions. Paint a vivid picture of the before-and-after scenario. Stories stick in people’s minds and create lasting connections.

The Hero’s Journey Untold

Mistake: Every business has a hero—the customer. But often, their journey remains untold.

Fix: Spotlight your customers. Share their challenges, triumphs, and transformations. Let them be the protagonists. When visitors see relatable stories, they’ll envision themselves as the hero too.

3. Neglecting Clarity and Simplicity

The Maze of Confusion

Mistake: Complex sentences, unclear navigation, and cluttered layouts confuse visitors. They bounce off your site, frustrated.

Fix: Simplify. Use short sentences. Organize content logically. Guide visitors with clear calls-to-action. Imagine your website as a friendly guide leading them through a beautiful garden—each step clear and inviting.

The Mystery of Vague Headlines

Mistake: Cryptic headlines leave visitors guessing. They don’t know what to expect.

Fix: Craft headlines that promise value. For example, instead of “Our Services,” try “Unlock Your Business Potential with Our Expert Services.” Be specific and enticing.

4. Ignoring the Emotional Appeal

The Robotic Approach

Mistake: Businesses focus solely on features and benefits. They forget the emotional triggers that drive decisions.

Fix: Tap into emotions. Use words like “imagine,” “feel,” and “transform.” Describe the joy of solving a problem or the relief of finding a solution. Connect with the heart, not just the mind.

The Fear of Missing Out (FOMO)

Mistake: Lack of urgency. Visitors think, “I’ll come back later,” and they rarely do.

Fix: Create urgency. Highlight limited-time offers, exclusive deals, or upcoming events. Make visitors feel they’ll miss out if they don’t act now.

5. Neglecting SEO Basics for

The Invisible Website

Still on “Website Copy (and How to Fix Them).”

Mistake: Businesses pour effort into creating great content but forget about SEO. Their website remains hidden in the vast digital ocean.

Fix: Optimize. Use relevant keywords naturally. Create descriptive meta titles and meta descriptions. Imagine your website as a lighthouse—guiding search engines and users to your valuable content.

In conclusion on these Website Copy (and How to Fix Them), your website copy wields immense power—it’s not just a collection of words but a bridge connecting you to your audience. By avoiding common mistakes and embracing an empathetic approach, you can transform your online presence. Remember these key takeaways:

  1. Speak Human: Ditch the corporate jargon and connect emotionally with your visitors. Imagine you’re chatting with a friend, not a robot.
  2. Weave Stories: Facts inform, but stories resonate. Share real-world examples and customer journeys. Let your audience see themselves as the heroes.
  3. Simplicity Wins: Clear, concise language and intuitive navigation keep visitors engaged. Simplify your message, guide them through your content, and make their journey delightful.
  4. Emotions Matter: Appeal to feelings. Describe the joy of solving problems and the relief of finding solutions. Create urgency to nudge action.
  5. SEO Matters: Don’t hide your masterpiece. Optimize with relevant keywords, meta titles, and descriptions. Be the lighthouse guiding users and search engines.

Remember, BendingWaters is here to help you navigate these waters. Let empathy be your compass, and watch your organic reach soar! 🌟


Tired of ineffective marketing strategies? Bendingwaters can help. Our data-driven approach optimizes your online presence for maximum conversions and sales. Partner with us to see real results.

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