The Worst Copy Mistakes You Can Make As A Small Business Owner

Copywriting is not for the faint of heart. It's not an easy thing to consistently put words on a page even when you do it for a living. Good words take time, and sometimes there just isn't enough.

All that being said, as someone who creates a lot of content for other businesses, one thing I see a lot of (and end up cleaning up) is bad copy. It can be embarrassing, and it can also hurt the credibility of your business, so it's definitely something you want to avoid at all costs.

That's why I'm giving you my top four copywriting mistakes to avoid as small business owners. 

Mistake #1: Being Unclear

One of the most common copywriting mistakes in web design is being unclear with your messaging. While it might be tempting to use "cute" or "clever" language to grab attention, clarity should always be your top priority. A message that’s overly complicated or ambiguous can quickly confuse visitors and detract from your site's effectiveness. Remember, it's okay to repeat key points to ensure your audience grasps your core message. Overthinking your copy often leads to convoluted content that misses the mark. Instead, focus on straightforward, concise communication.

Simply put, say what you mean and mean what you say—clarity is far more impactful than cleverness when it comes to engaging your audience

Mistake #2: Trying to be cute

Another prevalent copywriting error in web design is the impulse to be overly cute. While charming language or witty phrases may garner likes and social media engagement, they often fall short when it comes to driving conversions and sales. Cute copy might not translate effectively through text alone, leaving your readers more confused rather than intrigued. And as Donald Miller likes to say, "If you confuse, you lose."

The key to successful copy is clarity over cleverness. A straightforward message that clearly communicates your value proposition is far more effective at converting visitors into customers. Prioritize clarity in your copy to ensure your audience understands and is motivated by what you have to offer.

Mistake #3: Not calling out your target audience

Another significant mistake in web copywriting is failing to explicitly call out your target audience. If your messaging doesn't clearly identify who you're speaking to, visitors may struggle to understand if your product or service is meant for them.

Specificity is crucial; the more precisely you define your target audience, the better you'll connect with them. Tailoring your message to address their unique needs and interests not only fosters a stronger connection but also builds trust and demonstrates the value you offer. By clearly identifying who you serve, you make it easier for potential customers to see themselves as part of your brand's story.

Mistake #4: Not asking for the sale

Finally, a crucial oversight in copywriting is failing to ask for the sale. If your copy doesn’t include a clear call-to-action, visitors are left without guidance on what steps to take next. Not explicitly asking for the sale can sometimes be interpreted as a lack of confidence in your product or service. Without a direct and compelling prompt, you miss out on the opportunity to convert interest into action. To effectively drive sales, your copy must include a clear, confident call-to-action that tells visitors exactly what to do next. If you don't make the ask, you won't make the sale.

Effective copywriting hinges on clarity, specificity, and a direct call-to-action. By avoiding pitfalls like overly clever language, vagueness about your target audience, and a reluctance to ask for the sale, you can craft compelling and persuasive content that truly resonates with your audience.

Remember, great copy not only attracts attention but also turns it into action, ultimately helping you achieve your business goals.