Mistake #1: talking about yourself, not your customer
This is the most common mistake, and the most damaging. Is your website full of “we”, “our” and “us”? Do you talk about your features, your history, your awards?
The problem: your customer doesn’t care about you. They care about themselves and their own problems.
The fix: take a customer-centred approach. Replace every “we” with a “you”.
Bad example:
“We have developed cutting-edge technology that uses artificial intelligence to optimise processes.”
Good example:
“You save time and money thanks to smart technology that optimises your processes automatically.”
How do you fix it?
- Run the “You vs. We” test: count the number of “you” and “we” on your homepage. If “we” wins, rewrite.
- Turn every feature into a customer benefit:
- Feature: “Our software has a battery that lasts 24 hours.”
- Benefit: “You can work all day without worrying about recharging.”
- Talk about results, not means: your customer isn’t buying a product, they’re buying a transformation. Show them the destination, not the route.
Mistake #2: a headline that promises nothing
Your page headline is the single most important element. According to Copyblogger, 8 out of 10 people read the headline, but only 2 out of 10 read the rest. If your headline is weak, you’ve already lost 80% of your audience.
The problem: vague, dull headlines, or headlines that promise no benefit at all.
Examples of bad headlines:
- “Our consulting services”
- “Welcome to our website”
- “A new approach to marketing”
The fix: a headline must be specific, promise a clear benefit and spark curiosity.
The perfect headline formula (the 4 Us)
A good headline should be:
- Useful: what concrete benefit are you offering?
- Urgent: why should the reader act now?
- Unique: what sets you apart?
- Ultra-specific: use numbers, data and examples.
Bad example: “Improve your SEO”
Good example: “Double your organic traffic in 90 days with these 7 SEO tips (even if you’re a beginner)”
How do you fix it?
- Brainstorm 10 to 15 headlines for every important page.
- Use numbers: “7 tips”, “3 mistakes”, “90 days”
- Ask a question: “Is your website really secure?”
- Make a bold promise: “The only guide you’ll ever need to…”
- Use tools such as CoSchedule Headline Analyzer to rate the quality of your headlines.
Mistake #3: lacking clarity and simplicity
Your website is not a PhD thesis. If your reader needs a dictionary to understand your message, you’ve lost them.
The problem: technical jargon, long and convoluted sentences, empty corporate speak.
Example of jargon:
“We leverage disruptive synergies to optimise communication paradigms and maximise ROI.”
The fix: write the way you speak. Use simple words and short sentences, and get straight to the point.
How do you fix it?
- Use the Hemingway test: paste your text into the Hemingway app. Aim for a grade 8 reading level (roughly age 13 to 14).
- Favour action verbs: “Create”, “Discover”, “Save” rather than “Allows you to create” or “Gives you the opportunity to discover”.
- Cut needless words: “In order to” -> “To”, “Currently” -> (often unnecessary), “Very” -> (look for a stronger adjective).
- Read your text out loud: if you trip over a sentence, it’s too complicated. Simplify it.
Golden rule: never sacrifice clarity to sound clever.
Mistake #4: no social proof
You can say you’re the best, but why should your customers believe you? In 2025, 93% of consumers read online reviews before buying (BrightLocal).
The problem: a website that shows no proof that other people trust you.
The fix: build social proof into every step of the customer journey.
The 7 types of social proof
- Customer testimonials: with a name, a photo and measurable results.
- Case studies: tell the story of a customer’s transformation (problem -> solution -> results).
- Client logos: display the logos of the companies you work with.
- Reviews and ratings: embed platforms such as Trustpilot, Google Reviews and so on.
- Press mentions: display the logos of the media that have covered you.
- Key figures: “10,000+ happy customers”, “500 projects delivered”.
- Certifications and awards: show that your expertise is recognised.
How do you fix it?
- Create a dedicated “Testimonials” page.
- Add testimonials to your homepage, your service pages and even your checkout pages.
- Always ask your happy customers for reviews.
- Turn your best projects into detailed case studies.
Mistake #5: a weak or missing call to action (CTA)
You have a catchy headline, clear copy and solid social proof. Now what? If you don’t tell your reader what to do, they won’t do anything.
The problem: vague, passive CTAs, or CTAs buried at the very bottom of the page.
Examples of bad CTAs:
- “Learn more”
- “Click here”
- “Submit”
The fix: a CTA must be visible, clear and focused on the benefit.
The perfect CTA formula
Action verb + Benefit
Bad example: “Contact us”
Good example: “Get my free audit”
Bad example: “Buy”
Good example: “Start my transformation”
How do you fix it?
- Use contrasting colours for your CTA buttons.
- Place CTAs in several spots on the page (top, middle, bottom).
- Be specific: say exactly what will happen after the click.
- Create a sense of urgency (where relevant): “Limited offer”, “Instant access”.
- Use the first person: “I want my guide” often works better than “Get your guide”.
FAQ: copywriting and conversions
1. What is the ideal length for a sales page?
There’s no hard and fast rule. The length depends on how complex and how expensive your offer is. The bigger the investment, the longer and more detailed the copy needs to be to answer every objection.
2. Is copywriting different from SEO?
Yes, but the two work together. SEO brings in the traffic, copywriting turns that traffic into customers. Good content does both: it’s optimised for search engines AND for people. See our article on SEO and copywriting.
3. How can I test how well my copywriting works?
Use A/B testing. Create two versions of a page with a single variation (the headline or the CTA, for example) and measure which one converts better. Tools such as Google Optimize, VWO or Optimizely can help.
4. Should I hire a professional copywriter?
If you’re not comfortable with writing or you’re short on time, hiring a copywriter is an excellent investment. A good copywriter can have a direct, measurable impact on your revenue.
5. How do I find the right tone for my brand?
Your tone should blend your brand’s personality (see Jung’s 12 archetypes) with the language of your target audience. Listen to how your customers talk and adopt a tone that feels familiar to them.
Conclusion: turn your words into sales
Copywriting isn’t just about pretty sentences. It’s a strategic discipline with a direct impact on your success. By avoiding these 5 common mistakes, you can turn a passive website into a powerful growth engine.
To recap, the 5 fixes to make today:
- Talk about your customer, not yourself.
- Write headlines that promise a clear benefit.
- Write simply and clearly.
- Add social proof to build trust.
- Use visible, compelling calls to action.
Don’t let weak words kill your conversions. Take the time to review your site, fix these mistakes and turn your copywriting into your best salesperson.
Ready to transform your copywriting and boost your conversions?
At BLACKT, we believe every word counts. Our Strategic Copywriting service is designed to craft punchy messages that resonate with your audience and deliver measurable results.
Discover our Copywriting & Storytelling service and give your brand the voice it deserves.
Get my free copywriting audit →
Going further
- content creation: content that converts is crafted like everything else.
