Your Website Copy Isn’t Bad — It’s Just Confusing
Most business owners think their website problem is copywriting.
They’ll say things like:
- “I think my copy needs to be more persuasive”
- “Maybe I need a better copywriter”
- “The words don’t feel strong enough”
In reality, most website copy isn’t bad.
It’s just confusing.
And confusion is the fastest way to lose attention, trust, and conversions.
Why Confusing Copy Kills Results
When someone lands on your website, they’re already cautious. They don’t want to work hard to understand you.
Confusing copy forces visitors to:
- Re-read sentences
- Guess what you mean
- Interpret vague promises
When that happens, they don’t complain.
They leave.
Google notices this behaviour. High bounce rates and short sessions are signals that your content didn’t meet expectations — which hurts your rankings over time.
Common Website Copywriting Mistakes
Here are the most common mistakes I see on business websites:
1. Writing for peers instead of customers
Many websites are written to sound impressive to other professionals.
Industry terms, buzzwords, and internal language may sound “professional,” but they alienate real customers who just want clear answers.
If your ideal customer wouldn’t use the word in a normal conversation, it probably doesn’t belong on your homepage.
2. Leading with features instead of outcomes
Visitors don’t care what tools you use or how long you’ve been in business — at least not first.
They care about:
- What problem you solve
- What result they get
- How their situation improves
Features support decisions. Outcomes drive interest.
3. Saying too much, too early
Trying to explain everything at once overwhelms visitors.
Good website copy doesn’t dump information.
It guides.
Think of your website as a conversation, not a presentation.
The Clarity Principle (This Changes Everything)
Clear copy follows one simple rule:
One idea per section.
Each headline should answer one question.
Each paragraph should support one point.
Each CTA should suggest one action.
When everything is fighting for attention, nothing wins.
How to Fix Confusing Website Copy
You don’t need to rewrite everything. Start here:
Step 1: Rewrite headlines in plain language
Ask:
- Would a real customer understand this immediately?
- Could this be misunderstood?
If yes, simplify.
Step 2: Replace vague claims with specific meaning
Instead of:
“We deliver world-class solutions”
Say:
“We help service businesses turn confusing websites into clear lead-generating tools.”
Specificity builds trust.
Step 3: Read your copy out loud
If it sounds awkward when spoken, it’s probably confusing when read.
Clear copy sounds natural — not rehearsed.
Final Thought
Great website copy doesn’t try to sound smart.
It tries to be understood.
When visitors understand you quickly:
- They stay longer
- They trust faster
- They convert more easily
If your website feels “fine” but doesn’t convert, confusing copy is often the hidden reason.
