Copywriting Mistakes That Hurt Your Conversions (And How to Fix Them)

Your copy is the voice that connects your product or service to your reader. It bridges what you offer and what your customer seeks. But even subtle mistakes in copy can erode trust, confuse your audience, or block the “yes” moment, and cost you conversions.

In fact, a 2023 HubSpot study found that businesses optimizing their website copy for clarity and emotional connection saw an average 27% increase in conversion rates, while poorly written or generic copy was among the top three reasons visitors abandoned a page.

In this post, we will unpack the most common copywriting errors that kill conversions, and show you how to fix them, with real examples and data-backed insights. 

Major Copywriting Mistakes (And How to Fix Them)

Here are the top writing mistakes we see often, with explanations, examples, and remedies.

1. From Features → Benefits (Make It About Them)

Why it's so common

It’s easy to default to listing specs or features because you intimately know your product. But buyers aren’t buying specs, they buy transformed states, relief, status, saving, ease, etc.

The “So What?” test

For each feature, ask “So what?” until you reach the human benefit. E.g.:

• Feature: “We include lifetime updates.”
  → So what? That means you don’t pay again.
  → So what? You’re always protected, no surprises.
  
  

Studies of high-converting copy have found that pages emphasizing outcome (rather than features) had better engagement and conversion lifts because they focus on the customer's transformation and the benefits they'll receive.

This makes your content more persuasive because it speaks directly to the customer's pain points and desires, painting a picture of a better future, which is more motivating than a list of product specifications.

Example (bad → good)

• Bad: “Our software supports multi-factor authentication, 256-bit encryption, and API integrations.”
  
  
• Good: “Protect your business from breaches, stay compliant without extra effort, and integrate smoothly with your existing systems.”

2. Strong CTAs to Push Action

A call-to-action (CTA) is the point where persuasion meets decision, the moment when your reader either takes the next step or walks away. It’s the short phrase, button, or prompt that tells users exactly what to do next, whether that’s “Buy Now,” “Start Your Free Trial,” or “Download the Guide.”

But here’s the catch: even the most compelling headline or persuasive body copy can fail if the CTA is weak, unclear, or uninspired. Your CTA is the bridge between interest and action, and when it’s poorly crafted, that bridge collapses.

According to Landingi’s 2024 Conversion Optimization Report, personalized CTAs convert 202% better than generic ones like “Click here” or “Learn more.” This means the difference between “Submit” and “Get My Free Audit” could literally double or triple your conversions.

To make your CTAs work harder, focus on three things:

• Clarity: Tell users exactly what they’ll get.
  
  
• Benefit: Tie the action to a desirable outcome.
  
  
• Urgency: Give a reason to act now, not later.

Best CTA practices:

• Use command verbs: Get, Start, Try, Learn, Download
  
  
• Include the benefit: “Get your free audit”
  
  
• Add urgency or scarcity: “Limited spots available”
  
  
• Make it stand out visually (button, contrast)
  
  
• Keep alternatives minimal (too many choices paralyzes)
  
  

Example:

• Weak: “Submit”
  
  
• Better: “Get Instant Access”
  
  
• Best: “Yes, Send Me the Free Money-Making Email Template Now”

3. Headline Writing

The headline is your first (and sometimes only) shot to capture attention. If it fails, readers never read the rest.

What effective headlines do

Effective headlines:

1. Speak to the visitor’s problem or desire
   
   
2. Promise a concrete outcome or transformation
   
   
3. Use curiosity or urgency
   
   
4. Keep it clear (not vague)
   
   

Common mistakes when writing headlines

Some of the things that make headlines not stand out, include:

• Too generic: “Welcome to Our Service”
  
  
• Vague claims: “We Help People”
  
  
• Overhyped or unbelievable
  
  

Example of a great headlines

Squarespace’s “Everything you need to grow online” is simple, sweeping, and promises a full solution without overwhelming. 

Another example is Beefcake Swimwear’s landing page, which uses the slogan in one of their headings “One-piece swimsuits for any body, anywhere,” which is a direct, inclusive message tied to customer need. 

Exercise to try today: Write 10–20 alternative headlines for any page you’re optimizing and test them.

4. Address Objections Upfront

Every buyer has internal hesitations - doubts that surface the moment they start considering your offer. Is this really worth the price? Will it work for me? Can I trust this brand? These questions may never be spoken out loud, but they play a decisive role in whether someone converts or clicks away.

If your copy ignores those hesitations, the objection wins. A single unanswered doubt can stop a buyer dead in their tracks. In fact, research from Baymard Institute found that 18% of users abandon online purchases because they don’t trust the site with their credit card information, and another 16% leave when they can’t find enough product details or reassurances. That’s nearly one in three potential customers lost to unaddressed objections.

Addressing these fears doesn’t weaken your message — it strengthens trust. When you acknowledge what might be holding someone back, you show empathy, transparency, and confidence in your offer.

Common objections among buyers that may make them abandon their cart include:

• Price is too high
  
  
• Will it work for me?
  
  
• Is it safe/trustworthy?
  
  
• Time investment required
  
  
• Risk of loss
  
  

How to counter objections

Here’s how to handle objections effectively:

• Identify your customer’s top concerns. Common ones include price, effort, time, or credibility.
  
  
• Preemptively answer them within your copy before the reader has to ask.
  
  
• Use social proof and guarantees to reduce risk (e.g., “30-day money-back guarantee,” “Trusted by 5,000+ users”).
  
  
• Include an FAQ section to handle detailed doubts like “Can I cancel anytime?” or “Is support included?”
  
  
• Use contrasting examples (“vs doing nothing/worse option”)
  
  

Example

“Trying a professional marketing tool can be intimidating. That’s why we include a 30-day money-back guarantee, if your conversions don’t improve, we’ll refund 100%. No questions asked.”

Including a third-party testimonial like:

“After just 2 months, my funnel conversions jumped by 45%  for less than the cost of a dinner out.” Jane D., e-course creator

5. Clarity, Simplicity and Readability

A reader’s attention is fragile. According to Nielsen Norman Group, users typically read only about 20% of the text on an average webpage, skimming for what matters most. 

That means every sentence must pull its weight. If your copy is cluttered with jargon, long-winded sentences, or abstract language, you’re forcing readers to work too hard, and most won’t bother.

Clarity isn’t about dumbing down your message; it’s about removing friction. The goal is to make your meaning instantly obvious, so readers can grasp your value before their attention slips away.

Simplicity wins because:

• It builds trust. Clear language signals honesty. People associate complicated copy with manipulation or fine print.
• It improves comprehension. Studies show that readers are 20% more likely to take action after reading copy written at an 8th-grade reading level.
• It broadens your audience. Simple copy resonates with both beginners and experts — because it respects their time.

Common mistakes to avoid when writing

• Long paragraphs
  
  
• Complex vocabulary or jargon
  
  
• Passive voice
  
  
• Walls of text
  
  

Remedies for common writing mistakes

• Use short sentences
  
  
• Break copy into bite-sized paragraphs
  
  
• Use bullets, subheads, and whitespace
  
  
• Use analogies or simple metaphors
  
  
• Read aloud — if it sounds clunky, refine
  
  

Example (before → after)

• Before: “By implementing our proprietary multivariate logic, you may observe optimized conversion outcomes within a constrained time window.”
  
  
• After: “Start seeing better conversions in days after using our smarter logic page.”
  
  

6. Social Proof Wisely

People trust others like themselves more than they trust you,  and that’s the foundation of social proof.

Social proof is the psychological phenomenon where people look to others to decide how to think, feel, or act in uncertain situations. In marketing terms, it means your potential customers take cues from the experiences and opinions of others before deciding to buy.

When someone sees that others have successfully used and loved your product, it reassures them that they can trust you, too. It reduces perceived risk and builds credibility faster than any sales pitch ever could..

Kinds of social proof

These things will help you show that your brand delivers on its promises in the real world:

• Customer testimonials
  
  
• Case studies
  
  
• Logo walls (trusted brands you’ve worked with)
  
  
• Ratings & reviews
  
  
• “As seen in / featured by”
  
  
• User counts or numbers (“Join 10,000+ marketers”)
  
  

Tip: Use specifics rather than vague praise. E.g. “In 90 days, we grew traffic by 120%” vs “They’re great to work with.”

7. Don’t Skip Testing and Iteration

Even “perfect” copy in your head is just a hypothesis. Let data decide. Try and test:

• Headlines
  
  
• CTA text
  
  
• Button placement & color
  
  
• Body copy lengths or focus
  
  
• Imagery + copy pairing
  
  
• Social proof format
  
  

The Process: How to Test and Refine Your Copy

Great copy isn’t written once; it’s proven over time. Testing allows you to see what actually drives conversions, rather than relying on assumptions or gut feeling. 

Here’s how to run a simple, effective A/B testing process:

1. Start with a baseline (control): Begin with your current version of the page or email. This is your control, the version you’ll measure everything else against. Record its current conversion rate, click-through rate, or whatever metric matters most.
   
   
2. Identify one variable to test: Focus on changing just one thing at a time, like your headline, CTA text, opening sentence, or testimonial placement. If you test too many variables at once, you won’t know which change actually made the difference.
   
   
3. Split your audience into two versions (A/B test): Show half your visitors version A (the control) and the other half version B (the variant). This ensures fair, unbiased results. Tools like Google Optimize, HubSpot, or Optimizely can automate the process.
   
   
4. Capture statistically significant results. Don’t end the test too early. Wait until you’ve gathered enough data to be confident the difference isn’t due to chance. As a rule of thumb, aim for at least a few hundred conversions per variation before deciding.
   
   
5. Iterate from the winner:  Once you have a clear winner, make it your new control and test again. Continuous optimization compounds over time, turning small improvements into major gains.
   
   

Why skipping this is harmful

You may bleed conversions month after month if an alternate copy version had performed 20–50% better, and you never discovered it.

8. Avoid Overhype, Be Believable

Audiences are attuned to exaggeration. Overpromising kills trust. Try to balance optimism with realism.

Here is what you can do:

9. Write With a Single Goal and Flow

If your copy has multiple competing messages (upsells, features, tangents), it dilutes the focus and confuses the reader.

How to enforce content clarity

Here is how you can enforce clarity of your message:

• Before writing, define one conversion goal (e.g., “book a demo”)
  
  
• Outline a logical flow: Hook → Problem → Solution → Proof → CTA
  
  
• Remove distractions (extra links, side offers)
  
  
• Keep each section tightly connected
  
  

Tip: Pretend a visitor will never scroll,  so every “viewport” must push them forward.

Putting It All Together: A Sample Copy Before/After

Here’s a fictional (but realistic) landing page hero section before and after applying the principles:

Before:

Welcome to ProTrack Systems
We offer project management software used by over 500 companies. Our platform includes Gantt charts, resource allocation tools, time tracking, and custom reporting. Try a free demo today.

Problems in that version:

• Talks about you (“we offer”)
  
  
• Feature list dominates
  
  
• Generic CTA
  
  
• No benefit, no proof
  
  

After:

Stop Projects From Going Off Track,  Get Back to On-Time, Under-Budget Delivery
Join 500+ teams using ProTrack to reduce deadline overrun by 30%.
✔ Visual timelines + drag-and-drop resourcing
✔ Real-time alerts & capacity planning
✔ Deep reporting  - no spreadsheets required

Get Your Free Demo (No Credit Card Needed)

Why “after” is better:

• Headline speaks directly to pain (“off track,” “on-time, under-budget”)
  
  
• Benefit + proof (“reduce deadline overrun by 30%”)
  
  
• Features mapped into outcomes
  
  
• CTA is clear, benefit-driven, low risk
  
  

Run an A/B test and you’d likely see a measurable lift.

Copy Audit Checklist (Use This Before Publishing)

Before you hit publish, take a step back and audit your copy through a conversion-focused lens. This checklist helps you spot weak points that might confuse readers, dilute your message, or cost you conversions. Think of it as a final quality control step, ensuring every word works hard to persuade, not just to fill space.

Ask yourself:

• What is the single goal or conversion you want?
  
  
• Who is your ideal customer, and what do they care about most?
  
  
• Does the headline hook attention and promise a clear benefit?
  
  
• For every feature, did you answer the “So what?” - explaining why it matters?
  
  
• Are your CTAs clear, action-oriented, and benefit-led?
  
  
• Do you proactively address objections or perceived risks?
  
  
• Have you provided social proof or credible validation?
  
  
• Is your language simple, concise, and easy to skim?
  
  
• Have you removed distractions and kept the flow focused on your goal?
  
  
• Have you planned tests or variations to continue improving performance?
  
  

Use this list as your final filter, a quick way to make sure your copy is not only persuasive but polished, intentional, and ready to convert.

About the Author

Faith Sayo is a content strategist and copywriter with over five years of experience in writing, SEO optimization, and brand storytelling. She specializes in creating persuasive, data-driven copy that helps businesses increase engagement and boost conversion, from landing pages and email campaigns to long-form blogs and thought leadership pieces.

Faith believes that effective copy isn’t just about sounding good; it’s about communication that converts. She helps brands find their voice and connect authentically with their audiences, blending psychological insight, clear structure, and SEO strategy.

When she’s not writing, Faith enjoys exploring new marketing trends, mentoring emerging writers, and helping teams refine their messaging for impact.

Do you eed help refining your copy? Faith can help you audit and optimize your website, blog, or campaign content to drive measurable results.  Start talking to her, here.

Frequently Asked Questions (FAQs) on Conversion Copywriting

1. What is conversion copywriting?

Conversion copywriting is the practice of writing persuasive content designed to motivate readers to take action, whether that’s making a purchase, signing up, or requesting more information. It combines storytelling, psychology, and data to drive measurable business results.

2. How do I know if my copy is hurting conversions?

If you have steady traffic but low engagement, high bounce rates, or poor click-throughs, your copy may not be connecting. Look for signs like unclear messaging, weak CTAs, or content that focuses more on features than benefits.

3. What’s the biggest mistake businesses make with copy?

The most common mistake is writing from the company’s perspective instead of the customer’s. People care about how you can solve their problems, not how long you’ve been in business or how advanced your features are.

4. How often should I update or test my website copy?

It’s smart to review and test your main website copy every three to six months. Markets, search trends, and audience expectations evolve quickly; staying proactive helps maintain strong conversion rates.

5. What tools can help me improve my copy?

Useful tools include:

• Grammarly for grammar and tone checks
  
  
• Hemingway App for readability
  
  
• Hotjar or Crazy Egg for analyzing user behavior
  
  
• Google Optimize or HubSpot for A/B testing
  
  
• Ahrefs or SEMrush for keyword and SEO insights
  
  

6. How can I write high-converting CTAs?

Focus on clarity, benefit, and urgency. Tell readers exactly what they’ll get and why it matters, for example, replace “Submit” with “Get My Free Audit Now.” 

Personalized CTAs convert significantly better than generic ones, as discussed earlier in this blog.

7. Does long-form or short-form copy perform better?

It depends on the audience and product complexity. Short-form copy works best for simple offers, while long-form copy tends to convert better for higher-value or trust-heavy decisions (like software, consulting, or education).

8. How important is SEO in conversion copywriting?

Very. SEO ensures the right people find your message, while great copy ensures they act on it. The two work hand in hand - optimized, human-centered writing attracts traffic and converts it into customers.

9. What role does tone of voice play in conversions?

Tone creates connection. A friendly, confident, and relatable voice helps your audience feel understood, while a stiff or generic tone can distance readers. Consistency builds trust, especially across multiple platforms.

10. Can professional copywriting really impact sales?

Yes, dramatically. Studies by HubSpot and MarketingSherpa show that optimizing copy elements like headlines and CTAs can lift conversion rates by 20% to over 200%. The right words build trust, clarity, and motivation, which are the three pillars of conversion.