5 Copy Mistakes That Make Your Clients Go Away

Do you have lots of traffic on your website but aren’t actually selling?

If this is your case, the problem is not the product or the price but the copy. When your copy isn’t engaging or interesting, it doesn’t matter if your product is excellent: you’re not connecting with the audience, and you’re certainly not having a conversation with them.

Studies suggest that a user forms a judgment about websites in only 50 ms. We can say that looks really matter, and that goes beyond design. If the text on your page doesn’t say anything to users, they’ll leave.

At Alpha Efficiency, we understand that copy has to speak to your clients and their needs. Let’s identify five common copy errors that make that conversation impossible:

1. The Copy Is Not Clear

If your client doesn’t understand what you are selling or the solution you provide, they will lose interest immediately.

Your product or service has to stand out, and the copy should clearly state how it will help the client. Make sure not just to list your product’s characteristics, but also to indicate the benefits of those features for the user.

For example, don’t just say your software uses AI; explain how it does. Tell your users how this technology will save time and money with that function. There, you’re directly providing a benefit.

2. Your Copy Is Full of Errors

Bad grammar and typos can also lead to an unclear, poor text. A text with grammatical and orthographical mistakes impacts negatively on the reader and signals a lack of professionalism.

Moreover, these mistakes can confuse your product or service. In the end, copy is the factor that will make clients choose you or your competitors.

3. Your Copy Is Full of Clichés

Have you ever read a product description claiming to be the “best product in the market”? Everyone claims to have the ultimate solution, cutting-edge technology, and an industry-leading platform.

But all of these clichés and buzzwords ruin the copy. How do clients really know that the product is perfect? These superlatives don’t convince anyone anymore. 

Clichés and wording like this will make the client think: “I’ve already seen this before.” Your unique product ends up looking like any other product in the reader’s mind.

The language you use has to resonate with the audience and make your product memorable. A good copy speaks directly to your potential client and makes them feel the need to buy your product.

4. Your Copy Is Not Easy to Scan

Statistics show that readers’ attention is limited, and they prefer scanning rather than reading word-for-word.

This limited attention is why walls of text will make readers go away immediately. Long, dense paragraphs prevent users from reading quickly and from finding what they need, and visual fatigue leads to abandonment.

To combat reader fatigue, your copy should ideally include keywords, headings, and other visual elements, such as bullet points. Scanning is easier with short paragraphs and simple sentences. Make it easy for clients to find the answers they are looking for.

5. Your Copy is Not Talking to a Specific Audience

Another problem occurs when you try to reach the general public instead of a specific audience. If you try to sell to everyone, chances are you will appeal to no one.

When your text is irrelevant, your potential clients do not feel identified and compelled to buy your product or service. Therefore, your text must directly address the problems of a specific group of people. 

Instead of being too general, use the language of your audience. Speak about unique problems and offer your product or service as the specific solution.

Time to Fix Your Copy

If any of these errors resonate with the texts on your website, it might be a good time to analyze and improve your copy.

A bad copy can have unwanted consequences, such as:

• Bad user experience.
• Reduced conversions.
• Little engagement.
• Lack of credibility.

Investing in a good copy that is clear, has a unique voice, and talks to a specific audience can make a difference. Start guiding your audience directly to purchases by improving the way you talk to them.

Disclaimer

The content provided in this article is for informational purposes only. While every effort has been made to ensure accuracy and relevance, results may vary depending on individual website contexts, target audiences, and marketing strategies.

This article does not constitute professional, legal, or financial advice. Alpha Efficiency and the author are not responsible for any outcomes resulting from the application of these recommendations. Readers should evaluate their own website needs and seek professional guidance if necessary.