5 Common Web Copy Mistakes (And How to Avoid Them)

Are you proud of your web copy? Or are you nervous about potential clients coming across your website copy? I’ve had more than a few clients confess, before our work began, that they’re embarrassed of their website—and that they avoid sharing it at all costs.

If you’re like them, you probably have a beautiful site and a backload of blogs… but you still cringe at the idea of being seen online. 

Investing in better web copy will lift a huge weight off your shoulders—and it will also increase your confidence, engage your audience, and attract the people you can’t wait to work with.

Before we discuss how you can get creative web copy you’re excited about, let’s talk about the copy pitfalls you want to avoid. Here are five web copy mistakes to avoid if you want a website that is authentic, on-brand, and SEO-friendly.

Want Great Web Copy? Here’s What Not to Do.

There are five common mistakes small business owners run into when adding copy on their website.

Web Copy Mistake #1: Writing for Everyone.

Why it's a problem: Trying to appeal to everyone often results in generic, uninspired copy that fails to connect with your ideal audience. Using broad strokes means you’ll miss out on emphasizing what you specialize in or what makes you unique. This approach can dilute your brand's unique voice and confuse potential customers.

Here’s what to do instead: Identify your target audience and craft your web copy with them in mind. Whether they’re CEOs raking in millions or aspiring clowns looking for the best juggling school, it’s important you use the language, tone, and references that resonate with them. 

This helps your brand feel more authentic and meets your audience where they’re at, making it way more likely they’ll want to stick around for more.

Web Copy Mistake #2: Ignoring SEO Best Practices.

Why it's a problem: Without proper SEO techniques, even the most engaging web copy may not reach your target audience. Also, search engines won't prioritize your site, making it harder for potential customers to find you.

Here’s what to do instead: Incorporate relevant keywords naturally throughout your web copy. Focus on your main keyword and include it in key areas such as headlines, subheadings, and meta descriptions. Format your SEO blog properly, and remember to balance SEO with readability to keep your content user-friendly.

Web Copy Mistake #3: Overloading with Keywords

Why it's a problem: When it comes to keywords, you can use too much of a good thing. Keyword stuffing makes your copy awkward and difficult to read. It can also result in penalties from search engines, negatively affecting your site's ranking (and pushing you down into the abyss of results).

Here’s what to do instead: Use keywords thoughtfully and aim for a natural flow that enhances the reader's experience. Integrate your main keyword in a way that feels seamless and relevant, while also supporting your overall content strategy.

Web Copy Mistake #4: Neglecting Your Brand Voice

Why it's a problem: Inconsistent or absent brand voice can make your web copy feel disjointed and impersonal. This can confuse your audience and weaken your brand identity. 

I see this a lot with brands who overuse ChatGPT. While it’s perfectly okay to use AI to help with elements of your web copywriting or even using AI web copy as a base, it’s important to edit it in your brand’s voice and tweak it so the copy is truly unique to you.

Here’s what to do instead: Develop a clear brand voice that reflects your company's values, personality, and goals. Ensure all your web copy aligns with this voice to create a cohesive and memorable brand experience. Authenticity is key—your audience should feel a genuine connection to your brand.

Web Copy Mistake #5: Forgetting to Include a Call to Action (CTA)

Why it's a problem: A little CTA goes a long way—further than you might think when it comes to pulling people into your biz. Without a clear CTA, visitors may leave your site without taking the desired action, such as contacting you, booking a consultation, or signing up for your newsletter.

Here’s what to do instead: Every page of your web copy should have a purpose and guide the reader towards a specific action. Whether it’s “Learn More,” “Contact Us,” or “Shop Now,” make your CTAs clear, compelling, and easy to follow.

Instead of using the same CTA over and over again, make sure you switch it up. Don’t be afraid to inject your personality into them. If it fits your brand, feel free to add a “Heck Yeah - I’m In!” or a “Let’s Do the Dang Thing” on your CTA buttons.

How to Get Creative Web Copy that Magnetizes Cool Clients

Ready to have a website that shines? Your website should reflect all the amazingness your business offers. That means your copy deserves a professional touch—one that can maximize your story and really help you make an impact. That’s right: It’s time to outsource it. 

And if you’ve been bootstrapping it and wearing all the hats to this point, you deserve a huge pat on the back. But as a small business owner, it’s not easy to zoom out and get a fresh, outside perspective of your business. 

You’re down deep in the fine details of your business—but a professional copywriter can help you untangle your thoughts and ideas and help you create a cohesive story that magnetizes your audience.

An SEO Strategist can also implement tactics that make your site more attractive to search engines. For example, adding the right keywords (search terms) for your industry. A true SEO professional can do this seamlessly—so your website copy still feels on-brand and doesn’t come off as robotic and clunky.

One of the most rewarding parts of creating web copy for me is connecting with you and hearing your story. When I see your face light up, I know we’ve picked up on a gem—an important part of your journey that’s going to ignite interest from your audience and encourage them to choose you.

Better Website Copy is a Must for Growing Your Biz

Crafting effective web copy is a delicate balance of authenticity, branding, and SEO strategy. By avoiding these common mistakes and implementing the recommended practices, you can create web copy that not only engages your audience but also drives the right traffic to your site. 

Remember, your web copy is more than just words—it's a powerful tool to connect with your audience, emphasize your gifts, and grow your business.