Your Website Copy Sucks (And It's Costing You Customers)

Your website looks great. The design is clean, the photos are professional, everything loads quickly on mobile. But people still aren't converting into customers, and you can't figure out why.

Here's probably why - your copy sucks.

I don't mean it's terrible writing or full of typos (though that doesn't help). I mean it's boring, generic, and doesn't give people any compelling reason to choose you over your competitors. It sounds like every other business website out there.

Good website copy is probably the most underestimated factor in converting visitors into customers. You can have the most beautiful site in the world, but if your words don't connect with people, you're not making sales.

The Corporate Speak Problem

Most business websites sound like they were written by robots trying to impress other robots. "We provide innovative solutions to meet your unique needs." "Our team of dedicated professionals delivers excellence." "We're your trusted partner for success."

This stuff means absolutely nothing to real people with real problems.

When someone lands on your website, they're not looking for "innovative solutions." They're looking for someone to fix their leaky faucet, cater their wedding, or help them with their taxes. They want to know if you can solve their specific problem, not whether you're "committed to excellence."

Corporate jargon makes you sound like everyone else. When every website uses the same buzzwords, none of them stand out.

Speaking Human Language

Good website copy sounds like you're talking to a friend, not giving a presentation to the board of directors. It uses words that normal people actually say in conversation.

Instead of "We provide comprehensive automotive maintenance solutions," try "We fix cars." Instead of "Our team delivers exceptional customer experiences," try "We show up on time and clean up after ourselves."

People can smell authenticity from a mile away, and they can smell BS just as easily. Write like you actually talk, and you'll instantly sound more trustworthy than 90% of your competitors.

The "About Us" Disaster

Most About pages are exercises in corporate narcissism. They talk about the company's founding story, mission statement, and core values, but never explain why any of this matters to the customer.

Your visitors don't care that you started your business "to pursue your passion" or that you "believe in giving back to the community." They care about whether you can help them with their problem.

Your About page should answer one question - why should someone trust you with their business? Include relevant experience, credentials, or results that demonstrate your ability to deliver what you promise.

Save the company philosophy for your internal meetings.

Features vs Benefits (And Why Everyone Gets This Wrong)

Features are what your product or service includes. Benefits are what those features actually do for your customer. Most websites focus on features because they're easier to write about, but benefits are what actually sell.

If you're a web designer, "responsive design" is a feature. "Your website will look great on phones and tablets" is a benefit.

If you're an accountant, "comprehensive tax preparation" is a feature. "You won't get audited because we catch mistakes before the CRA does" is a benefit.

Always lead with the benefit, then mention the feature if it's relevant. People buy outcomes, not processes.

The Credibility Gap

Lots of websites make claims they can't back up. "Best service in Toronto." "Guaranteed results." "Award-winning team." Says who?

If you're going to make claims about your quality or results, back them up with specifics. Instead of "excellent customer service," mention your response time or satisfaction ratings. Instead of "experienced team," list relevant credentials or years in business.

Specific claims are more believable than generic ones. "15 years of experience" sounds more credible than "highly experienced." "Response within 2 hours" is better than "quick turnaround."

Call to Action Confusion

Your website should tell people exactly what to do next, but most sites leave visitors guessing. "Contact us" and "Learn more" are weak calls to action because they don't give people a compelling reason to take action.

Better calls to action are specific and benefit-focused. "Get your free estimate," "Schedule your consultation," "Download the pricing guide." They tell people exactly what they'll get and what to expect.

Also, don't bury your calls to action. Put them where people naturally look and make them visually prominent.

The Pricing Elephant

Most service businesses are terrified to mention pricing on their websites. They want to "discuss pricing based on individual needs" or provide "customized quotes." This usually just creates friction and makes people suspicious.

If your pricing is genuinely complex and variable, at least give people a range or starting point. "Projects typically start at $X" or "Most clients invest between $X and $Y."

Being upfront about pricing actually qualifies leads better. People who can't afford your services won't waste your time with inquiries, and people who can afford you will appreciate the transparency.

Social Proof That Actually Works

Customer testimonials are great, but generic ones don't help much. "Great service, would recommend!" could apply to anyone.

Good testimonials are specific about results. "Increased our sales by 30% in six months" or "Saved us $5,000 on our taxes" are way more convincing than generic praise.

Include the customer's name and business if possible. Anonymous testimonials look fake, even when they're real.

The FAQ Opportunity

Most businesses treat their FAQ section as an afterthought, but it's actually a huge conversion opportunity. People have questions and concerns that prevent them from buying, and addressing these directly can remove barriers to purchase.

Don't just answer the questions you want to answer - address the real concerns people have. Pricing, timeline, what's included, what happens if something goes wrong.

Good FAQ sections show that you understand your customers' perspective and aren't afraid to address potential objections.

Writing for Scanners

Most people don't read websites - they scan them. Use short paragraphs, bullet points, and clear headings to make your content easy to digest.

Your most important points should be obvious even to someone who's just skimming. Don't bury key information in long paragraphs.

The Local Advantage

If you're a local business, use that to your advantage in your copy. Mention your city, neighborhood landmarks, local issues you understand. This helps you connect with local customers and shows up better in local search results.

"Serving Toronto's east end for 15 years" is more specific and credible than "serving the greater metropolitan area."

Testing What Works

The only way to know if your copy is working is to test different versions and see what converts better. Try different headlines, calls to action, or ways of describing your services.

Most website builders make it easy to update your copy, so experiment with different approaches and track which ones get better results.

The Bottom Line

Your website copy is probably the cheapest thing to improve and potentially the highest impact change you can make. Good copy can dramatically improve your conversion rates without changing anything else about your site.

Stop trying to sound like every other business website. Write like you're talking to a real person with a real problem that you can solve. Be specific, be credible, and make it easy for people to take the next step.

Your visitors will appreciate the honesty, and your conversion rates will thank you.

Last updated: April 2, 2025