Good copy can win attention, build trust and drive sales. Bad copy can lose customers in seconds. While it can be easy to overlook, without the right copy on your pages there’s a good chance you won’t rank or perform well within your industry.
The other challenge comes with balancing between your own knowledge around your business, and the level of understanding your customers have. Are they as savvy on all the jargon in place? Do they know what those abbreviations mean? Are you giving them an answer to a problem they have right now?
It can be easy to just write without thinking about the little details, but if you’re new to copywriting as a whole it’s good to get some pointers before you start. That way, you know what to look for when proof-reading, checking things are working with a more informed perspective.
Why Copywriting Still Matters for Businesses
Copywriting remains central to business success because it connects audiences with brands and drives measurable results. Whether through websites, email or social media, clear copy helps customers understand what you offer and why it matters.
Considering that 90% of online experiences begin with a search engine, strong copywriting makes sure that your content is not only found but also trusted and acted upon.
For businesses, copywriting provides more than words. It creates credibility, guides users towards conversions and reflects your brand personality. Without it, even strong products or services can remain unnoticed or misunderstood.
7 Copywriting Mistakes
Before looking at how to improve your copy, it helps to recognise the pitfalls. Here are seven of the most common mistakes businesses make with their writing, and the practical steps you can take to avoid them.
1. No Defined Tone of Voice
Every business needs a consistent way of speaking that reflects its personality. Without a tone of voice, copy can feel generic, unrecognisable or disconnected. This makes it harder for customers to connect with your brand.
Studies show that consistent messaging improves trust and recognition, with brand consistency increasing revenue by 10 to 20%. A clear voice helps audiences understand what you stand for and why they should choose you.
To avoid this mistake, define your tone of voice. Decide if you are formal, conversational, bold or reassuring, and use that style in every piece of writing. 
2. Forgetting Your Audience
One of the most common errors is writing from a business point of view instead of the reader’s perspective. Copy that is full of internal jargon or product details can lose readers quickly. Customers want to see how your service benefits them.
Research shows that 73% of consumers expect companies to understand their needs and expectations. If your copy ignores this, it risks feeling out of touch.
To prevent this, frame your writing around customer problems and solutions. Use “you” more than “we”, and highlight the benefits rather than just features. Showcase an understanding of the issues they face, on a larger scale than just with your products. Clear audience focus helps build trust and encourages engagement.
3. Using Unclear Calls to Action
Copy that lacks strong calls to action (CTAs) can leave readers confused. Without clear direction, many visitors will not take the next step, even if they are interested. Vague CTAs such as “Submit” or “Click here” are often overlooked.
Statistics from Hubspot show that personalised CTAs convert 202% better than default versions. Specific and action-led CTAs improve conversion rates and guide readers towards measurable outcomes.
To fix this, use clear, benefit-driven CTAs that provide context around what the action will be, such as “Download your free guide” or “Book a call today”. Position them where they are visible and repeat them in longer content to capture attention.
4. Weak Headers and Intros
Headers and introductions decide whether readers continue. How many times have you jumped off a page because it wasn’t engaging you fast enough? Consider that when working on your own, from an outside perspective, and the problem becomes clear: A vague or uninspiring header can mean most visitors leave before reading further.
The introduction needs to reinforce the headline promise quickly, so write header that are specific, benefit-driven and clear. Use the introduction to support the headline, set expectations and lead into the main content. Avoid filler and keep the value obvious.
5. Overcomplicating the Message
Copy that is too long or filled with jargon loses readers. Online audiences skim and scan, so complicated sentences and unnecessary words reduce clarity. Simple writing makes the message easier to absorb as it removes fluff.
Research by the UK Government’s plain English campaign shows that people read and retain clear language more effectively than technical terms. This means plain language not only helps readers but also improves conversion potential.
To simplify, use short sentences, everyday vocabulary and clean structure. Replace jargon with clear terms and format text so it is easy to skim. Clear writing builds credibility and keeps audiences engaged.
6. Writing Without Strategy
A mistake many businesses make is writing copy without a clear plan. Random blog posts or pages written in isolation often fail to support wider goals. Without a strategy, it is hard to measure impact or create consistent value.
60% of the most successful content marketers have a documented strategy compared with only 21% of the least successful, according to the Content Marketing Institute. This shows how important planning is to success, rather than just winging it.
Luckily, avoiding this is simple. Build a content plan that aligns with your business objectives and audience needs. Identify topics, formats and goals in advance. Strategic writing ensures each piece contributes to SEO, brand awareness and sales.
7. Neglecting Proofreading
Errors in spelling, grammar or formatting can damage credibility. Readers may assume poor writing reflects poor service standards. This is a simple but costly mistake that undermines trust.
A survey, discussed by RealBusiness and carried out by Global Lingo found that 59% of UK consumers would not use a company that had obvious spelling or grammar errors on its website. This shows just how much weight audiences place on professionalism in copy.
To avoid this mistake, always proofread before publishing. Read text aloud or use a text-to-speech (TTS) service, and have a colleague review it where possible. This extra step prevents small errors from becoming major credibility issues.
Why These Errors Are So Common in Copywriting
Many of these mistakes appear simple, yet they are surprisingly common because businesses often focus on what they want to say rather than what audiences need to hear. In the rush to publish content, strategy and structure can get overlooked, leading to copy that feels unclear or inconsistent.
Another reason is that writing feels familiar. Most people can write emails or reports, so it is easy to assume that professional copywriting works the same way. In reality, persuasive writing requires specific techniques grounded in psychology, marketing principles and audience research. Without training or experience, errors like vague calls to action or weak headlines are likely to creep in.
Finally, businesses often work under time pressure, which leaves little room for editing and review. This means spelling errors, tone mismatches and structural gaps slip through unnoticed. Recognising these pitfalls is the first step to improving, and with small changes, copy can quickly become sharper, clearer and more effective.
Strong copy is more than nice words on a page. It is a tool that shapes perception, builds authority and moves people to act. Avoid these mistakes, sharpen your message and give your business the words it needs to convert.
