10 Website Copywriting Mistakes Small Businesses Make (and Fixes)

On this page

1. 1. Vague headlines
2. 2. Talking about yourself instead of the customer
3. 3. Jargon and buzzwords
4. 4. Features without benefits
5. 5. Unsupported claims
6. 6. Walls of text
7. 7. No clear next step
8. 8. Ignoring objections
9. 9. Copying competitors
10. 10. Writing for search engines instead of people
11. Quick self-check

Design gets attention, but words make the sale. Many business websites look good yet struggle to convert because the copy is vague, self-focused or confusing. Here are 10 common mistakes and how to fix them.

1. Vague headlines

Mistake: "Innovative solutions for your success."
Fix: Say what you do and for whom: "Fast WordPress websites for clinics and consultants."

2. Talking about yourself instead of the customer

Mistake: "We are a leading company with a dedicated team..."
Fix: Lead with the customer's problem and outcome, then explain how you deliver it.

3. Jargon and buzzwords

"Synergy", "end-to-end", "holistic" and technical terms your customers don't use. Write in the words your customers use when they describe their problem.

4. Features without benefits

Mistake: "Responsive design with caching."
Fix: "Loads fast on any phone, so visitors don't leave before they see your offer."

5. Unsupported claims

"Best in the industry" means nothing without proof. Replace superlatives with specifics: years of experience, examples, client quotes and case studies.

6. Walls of text

Break copy into short paragraphs, descriptive headings and bullet points. Most visitors scan before they read.

7. No clear next step

Every page should end with one obvious action: "Get a free quote", "Book a call", "Chat on WhatsApp".

8. Ignoring objections

Price, timelines, process and trust are on every buyer's mind. Answer them with FAQs, clear process steps and guarantees you can honour.

9. Copying competitors

If your copy could be pasted onto a competitor's site unchanged, it's not doing its job. Highlight what's genuinely different about you.

10. Writing for search engines instead of people

Keyword-stuffed text reads badly and converts poorly. Write naturally for your customers, and use keywords where they fit. See the on-page SEO checklist.

Quick self-check

1. Can a stranger tell what you do in five seconds?
2. Does each page answer "what's in it for me?"
3. Is there proof behind your claims?
4. Is the next step obvious?

For structures that work, see writing service pages that convert and writing an About page.