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15 common conversion copywriting mistakes to avoid

15 common conversion copywriting mistakes to avoid

15 common conversion copywriting mistakes to avoid

Unlike traditional copywriting, which may focus more on brand messaging and storytelling, conversion copywriting prioritizes driving measurable results and conversions.

It involves crafting compelling messages, headlines, calls to action, and persuasive arguments that appeal to the target audience’s emotions, desires, and pain points.

Conversion copywriters employ various techniques, such as using strong calls to action, incorporating storytelling, creating a sense of urgency, leveraging social proof, and personalizing the copy to resonate with the reader.

They also focus on clarity, simplicity, and concise messaging to ensure that the audience can easily understand and act upon the copy.

There are several copywriting mistakes to avoid to ensure your efforts yield optimal results.

In this blog post, I will discuss 15 common conversion copywriting mistakes that you should steer clear of.

By understanding and sidestepping these pitfalls, you can create more impactful and effective copy that resonates with your audience, increases engagement, and boosts conversions.

Whether you’re a seasoned copywriter or just starting out, this article will provide you with valuable insights and practical tips to refine your conversion copywriting strategy.

15 conversion copywriting mistakes summarised

15 conversion copywriting mistakes summarised.

The 15 common conversion copywriting mistakes that I will be discussing in this blog post:

  1. Avoid weak or vague calls to action (CTAs) that fail to clearly communicate the desired action to the reader.
  2. Avoid focusing solely on features and neglecting to highlight the benefits that your product or service offers.
  3. Don’t overlook the power of storytelling to engage your audience emotionally and make your copy more relatable.
  4. Avoid neglecting to create a sense of urgency, missing out on opportunities to prompt immediate action through limited-time offers or time-sensitive benefits.
  5. Don’t neglect the inclusion of social proof, such as testimonials or reviews, which can build credibility and trust with your audience.
  6. Avoid overlooking the impact of visuals in enhancing your copy’s appeal and engagement.
  7. Steer clear of using complicated jargon or technical terms that may confuse or alienate your audience.
  8. Avoid neglecting personalization and failing to address the specific needs, desires, and pain points of your readers.
  9. Don’t fail to address objections or concerns that your audience may have, as this can lead to doubts and hinder conversions.
  10. Avoid ignoring the importance of understanding and targeting your specific audience, including their demographics, interests, and motivations.
  11. Don’t overlook the importance of proofreading and editing to ensure your copy is free from errors, typos, and inconsistencies.
  12. Avoid overly focusing on your company instead of emphasizing the ways your product or service benefits the customer.
  13. Avoid a lack of clarity and conciseness, ensuring your copy is easily understandable and effectively conveys your message.
  14. Weak headlines can lead to low engagement and conversion rates by failing to capture the reader’s attention.
  15. Avoid the mistake of not testing and optimizing your copy, missing out on opportunities to improve its effectiveness and maximize conversions.

Now I explain these conversion copywriting mistakes in detail.

Conversion copywriting mistake 1: Weak or vague calls to action (CTAs)

Weaker call-to-action

Weaker call-to-action.

Weak or vague calls to action (CTAs) are one of the most common copywriting mistakes to avoid in conversion copywriting.

When your CTAs lack clarity and specificity, they fail to effectively guide the reader towards the desired action.

To overcome this mistake and improve your CTAs, consider the following:

Be clear and specific

Clearly state what action you want the reader to take.

Use direct and concise language that leaves no room for confusion or ambiguity.

For example, instead of a generic CTA like “Click here,” provide a specific instruction such as “Click here to sign up for our newsletter” or “Click here to get your free e-book.”

Use compelling language

Your CTAs should be compelling and persuasive, enticing the reader to act.

Employ action verbs that inspire immediate response, such as “Discover,” “Join,” “Get,” or “Start.”

Combine them with compelling adjectives or phrases to add an extra layer of motivation, such as “Unlock exclusive benefits,” “Start your journey today,” or “Get instant access.”

Create a sense of urgency

Incorporate urgency into your CTAs to prompt immediate action.

Highlight limited-time offers, promotions, or time-sensitive benefits that encourage the reader to act now rather than later.

For example, you could use phrases like “Limited spots available,” “Offer expires soon,” or “Don’t miss out!”

Make it visually stand out

Use design elements to make your CTA visually prominent.

Employ contrasting colors, bold fonts, or button styling to draw attention to the call to action.

This helps the reader quickly identify where to click or take the desired action.

Crafting clear, compelling, and specific calls to action improves conversion rates by effectively guiding your audience towards the desired action. Avoid weak or vague CTAs.

Conversion copywriting mistake 2: Focusing on features instead of benefits

Focusing on features instead of benefits

Focusing on features instead of benefits.

One common copywriting mistake to avoid in conversion copywriting is focusing too much on features rather than highlighting the benefits your product or service offers.

While features describe the characteristics and functionalities of what you’re offering, benefits explain how those features directly impact and improve the customer’s life.

To address this mistake and effectively emphasize the benefits, consider the following strategies:

Identify customer pain points

Understand your target audience and their specific challenges, needs, and desires.

By identifying their pain points, you can tailor your copy to highlight how your product or service directly addresses those concerns and provides a solution.

Translate features into benefits

Take a close look at the features of your product or service and analyze how they positively impact the customer.

Then, articulate those impacts as benefits.

For example, instead of simply stating that your vacuum cleaner has a powerful motor (feature), emphasize that it provides efficient and thorough cleaning, saving the customer time and effort (benefit).

Use customer-centric language

Frame your copy around the customer and their experience.

Use “you” and “your” to directly address the reader and make them feel personally connected.

Describe the benefits in a way that resonates with their emotions and aspirations, showing them how your offering can improve their life or solve a problem they’re facing.

Provide specific examples or case studies

Back up your claims about the benefits by including real-life examples or case studies.

This adds credibility and demonstrates how others have experienced positive outcomes from using your product or service.

Show before-and-after scenarios

Paint a vivid picture of the transformation your product or service can bring to the customer’s life.

Illustrate the difference between their current situation (before) and the desirable outcome they can achieve (after) by utilizing your offering.

Shift the focus from features to benefits to effectively communicate value and appeal to customer needs.

Create persuasive copy that resonates and motivates action.

3. Lack of storytelling

Lack of storytelling

Lack of storytelling.

Another common copywriting mistake to avoid in conversion copywriting is the lack of storytelling.

Storytelling is a powerful technique that can captivate your audience, evoke emotions, and make your copy more relatable and memorable.

To overcome this mistake and effectively incorporate storytelling into your copy, consider the following strategies:

Understand your audience

Before crafting your story, gain a deep understanding of your target audience.

Identify their values, interests, and aspirations. This knowledge will help you create a narrative that resonates with their experiences and emotions.

Develop a compelling narrative

Craft a narrative that follows a clear structure, including a relatable protagonist, a problem or challenge they face, and a resolution that showcases the benefits of your product or service.

Weave in elements such as conflict, suspense, and a satisfying conclusion to keep your audience engaged.

Use vivid and descriptive language

Paint a vivid picture with your words, using descriptive language to engage the senses and immerse your audience in the story. This helps create an emotional connection and makes your copy more compelling.

Appeal to emotions

Stories have the power to evoke emotions.

Consider the emotional impact you want to achieve with your copy and choose storytelling elements that resonate with those emotions.

Whether it’s joy, fear, empathy, or inspiration, appealing to emotions can help drive action.

Incorporate testimonials and case studies

Real-life stories from satisfied customers or clients can serve as powerful social proof.

Include testimonials or case studies that highlight the positive experiences and outcomes others have had with your product or service.

This adds credibility and reinforces the storytelling aspect.

Maintain relevance

Ensure that your storytelling aligns with your overall message and the goals of your copy.

While storytelling is engaging, it should also serve a purpose in promoting your product or service and motivating the desired action.

Incorporate storytelling techniques to deepen audience connection, engage emotionally, and enhance message memorability.

Storytelling creates immersive experiences that resonate and drive action.

Conversion copywriting mistake 4: Missing urgency

Missing urgency

Missing urgency.

One crucial copywriting mistake to avoid in conversion copywriting is missing the element of urgency.

Creating a sense of urgency in your copy is essential for prompting immediate action from your audience.

By emphasizing limited-time offers, exclusive deals, or time-sensitive benefits, you can instil a fear of missing out and motivate your readers to take action promptly.

Here are some strategies to incorporate urgency into your copy effectively:

Highlight limited-time offers

Clearly communicate that the offer or promotion is available for a limited duration.

Use phrases like “for a limited time only,” “act now,” or “offer expires soon” to convey the urgency of the opportunity.

This creates a sense of urgency and compels readers to take immediate action to avoid missing out.

Emphasize exclusive deals

Showcase that the offer is exclusive and not available elsewhere.

This makes your audience feel privileged and motivates them to take advantage of the unique opportunity while it lasts.

Communicate time-sensitive benefits

Highlight the immediate benefits your audience can gain by acting quickly.

Clearly articulate how the time-sensitive nature of the offer provides them with added value or advantage.

For example, mention time-limited bonuses, early access, or special rewards for those who act promptly.

Use compelling language

Employ persuasive and action-oriented language that urges readers to act immediately.

Phrases such as “don’t miss out,” “limited stock available,” or “take advantage now” can create a sense of urgency and encourage prompt action.

Show countdowns or timers

Incorporate visual elements like countdown timers or progress bars that display the remaining time or availability of the offer. This visual representation reinforces the urgency and creates a sense of immediacy.

Demonstrate scarcity

Highlight limited quantities or availability of a product or service. Mention when stock is running low or when a specific number of spots are left. This scarcity mindset encourages readers to act quickly to secure their place or purchase before it’s too late.

Incorporate storytelling techniques to deepen audience connection, engage emotionally, and enhance message memorability.

Storytelling creates immersive experiences that resonate and drive action.

5. Neglecting social proof

Lacking social proof

Lacking social proof.

Neglecting social proof is a common copywriting mistake to avoid in conversion copywriting.

Social proof is a powerful tool that helps build credibility, trust, and confidence in your product or service.

By including testimonials, reviews, case studies, or other forms of social proof, you can provide evidence of customer satisfaction and success.

Here are some strategies to effectively incorporate social proof into your copy:

Collect testimonials

Reach out to satisfied customers and ask for their feedback and testimonials.

Include their positive experiences, results, or endorsements in your copy.

Use their words to highlight specific benefits or outcomes they have achieved through using your product or service.

Showcase reviews and ratings

If your business has received positive reviews or ratings on platforms like Yelp, Google, or industry-specific review websites, feature them in your copy.

Mention the overall rating or specific testimonials that highlight key strengths or benefits.

Present case studies

Share in-depth case studies that demonstrate how your product or service has solved a specific problem or achieved significant results for your customers.

Highlight the challenges they faced, the strategies implemented, and the positive outcomes they experienced.

This helps your audience envision how your offering can address their own needs.

Display user-generated content

If your customers have shared their experiences with your brand on social media or through user-generated content, leverage that content in your copy.

Incorporate relevant posts, images, or videos that showcase real people using and benefiting from your product or service.

Highlight influential endorsements

If your product or service has been endorsed by industry experts, influencers, or well-known figures, mention and showcase those endorsements in your copy.

This helps establish credibility and trust among your audience.

Include statistics or numbers

Use specific data or statistics to support your claims and demonstrate the impact or success of your offering.

Quantifiable results can be highly persuasive and add credibility to your copy.

Include social proof in your copy for trust and confidence.

It validates claims and strongly influences potential customers’ decision-making process.

Conversion copywriting mistake 6: Overlooking the power of visuals

Lack of visuals

Lack of visuals.

Overlooking the power of visuals is a common copywriting mistake to avoid in conversion copywriting.

Visual elements such as images, videos, or infographics can greatly enhance your copy and make it more visually appealing and engaging.

Here are some strategies to effectively utilize visuals in your copy:

Select relevant and high-quality images

Choose images that are relevant to your product or service and align with your brand’s identity.

High-quality visuals help capture attention and create a positive impression.

Use images that evoke emotion, demonstrate the benefits of your offering, or showcase real people using your product.

Embed videos or animations

Incorporate videos or animations that demonstrate your product in action, explain complex concepts, or provide valuable insights.

Videos are a powerful medium for storytelling and can engage your audience on a deeper level.

Ensure that the videos are well-produced, concise, and visually appealing.

Create infographics

Infographics are an effective way to present data, statistics, or complex information in a visually appealing and easily understandable format.

Use infographics to highlight key features, benefits, or comparisons that support your copy.

They can help break down information into digestible chunks and make it more memorable.

Use visual hierarchy

Structure your copy with a clear visual hierarchy to guide the reader’s attention.

Utilize headings, subheadings, bullet points, and formatting techniques such as bold or italicized text to make important information stand out.

Incorporate relevant visuals alongside text to reinforce key points and make the content more visually balanced.

Consider the user experience

Ensure that the visuals you use do not overshadow or distract from the main message of your copy.

The visuals should complement and enhance the text, creating a seamless and enjoyable user experience.

Avoid cluttering the copy with excessive visuals that may overwhelm or confuse the reader.

Optimize for different platforms

Keep in mind the various platforms and devices your copy will be viewed on. Ensure that your visuals are optimized for different screen sizes and resolutions, and that they load quickly to provide a smooth browsing experience.

Incorporate visuals effectively into your copy to capture attention, convey information, and enhance the audience’s experience.

Visual elements break up text, increase engagement, and boost the effectiveness of conversion copywriting.

Conversion copywriting mistake 7: Using complicated jargon

Using jargon

Using jargon

Using complicated jargon is a common copywriting mistake to avoid in conversion copywriting.

To effectively communicate with your audience and maximize engagement, it’s important to write in plain language that is easily understandable to your target audience.

Here are some strategies to avoid using unnecessary technical terms or industry jargon:

Know your audience

Gain a clear understanding of your target audience, including their demographics, education level, and familiarity with industry-specific terms.

This knowledge will help you tailor your copy to their language preferences and avoid using jargon that may confuse or alienate them.

Use simple and concise language

Focus on clarity and simplicity in your copy.

Break down complex concepts into easily understandable terms and phrases.

Use straightforward language to convey your message effectively and ensure that your audience can grasp the information without difficulty.

Define technical terms when necessary

If it is essential to include technical terms or jargon in your copy, make sure to provide clear definitions or explanations.

This helps your audience understand the meaning behind the terms and prevents any confusion or misinterpretation.

Put yourself in your audience’s shoes

Imagine yourself as a member of your target audience and consider whether the language and terminology you are using would be easily understood by someone unfamiliar with your industry.

Strive to communicate in a way that resonates with your audience and makes them feel comfortable and informed.

Test readability

Use tools like readability analyzers to assess the readability of your copy.

These tools evaluate factors such as sentence structure, word choice, and overall readability score.

Aim for a readability level that matches your target audience’s comprehension abilities.

Seek feedback

Share your copy with individuals from your target audience or those who are unfamiliar with your industry.

Gather their feedback and identify any areas where jargon or complex language may hinder comprehension.

Adjust your copy accordingly based on their input.

Avoid complicated jargon, use plain language for accessible and relatable copy.

Improve understanding, engagement, and connection with readers to enhance conversion copywriting effectiveness.

Conversion copywriting mistake 8: Neglecting personalization

Lack of personalisation

Lack of personalisation

Neglecting personalization is a common copywriting mistake to avoid in conversion copywriting.

Personalization plays a vital role in creating a strong connection with your readers and making your copy more compelling.

By addressing your readers directly and speaking to their specific needs, desires, and pain points, you can establish a personal connection and increase the effectiveness of your copy.

Here are some strategies to incorporate personalization into your copy:

Use the second person pronoun

Address your readers directly using words like “you” and “your.” This creates a sense of individuality and makes your copy feel more personal and tailored to each reader.

Understand your audience

Take the time to research and understand your target audience thoroughly.

Gain insights into their demographics, interests, challenges, and aspirations.

This knowledge will allow you to create copy that resonates with them on a personal level.

Segment your audience

If you have different audience segments, tailor your copy to each group’s specific characteristics and preferences.

Craft messages that speak directly to their unique needs and motivations.

Speak to their pain points

Identify the pain points, challenges, or problems your readers are facing and address them directly in your copy.

Let them know that you understand their struggles and provide solutions or benefits that alleviate their pain.

Highlight benefits that matter to them

Emphasize the specific benefits of your product or service that align with your readers’ desires and goals.

Show them how your offering can fulfil their needs and improve their lives in a meaningful way.

Incorporate personal stories or examples

Share relatable stories or examples that your readers can connect with.

This helps them envision themselves in similar situations and demonstrates how your product or service can make a positive impact in their lives.

Use language that resonates

Adopt a tone and style of writing that matches your audience’s preferences.

Speak their language and use phrases, expressions, and terminology that they can relate to. This fosters a sense of familiarity and authenticity.

Leverage data and personalization tools

Utilize data-driven insights and personalization tools to customize your copy based on individual user behavior, preferences, or demographics.

This can include dynamic content, personalized recommendations, or targeted messaging.

Incorporate personalization in your copy for a deeper connection with readers.

Tailor messaging to their needs and aspirations to enhance relevance and impact in conversion copywriting.

Conversion copywriting mistake 9: Failing to address objections

Not handling objections

Not handling objections

Failing to address objections is a common copywriting mistake to avoid in conversion copywriting.

It’s essential to anticipate and proactively address potential objections or concerns that your audience may have about your product or service.

By providing reassurance and overcoming doubts, you can increase trust and confidence in your offering.

Here are some strategies to effectively address objections in your copy:

Identify common objections

Put yourself in your audience’s shoes and think about the doubts or hesitations they may have regarding your product or service.

These objections could be related to price, quality, effectiveness, compatibility, or any other relevant factor.

List out the most common objections that you come across or anticipate.

Provide clear and honest information

Address each objection directly in your copy, providing clear and honest information that alleviates concerns.

Use persuasive language to highlight the benefits, features, or guarantees that directly counteract the objections.

Be transparent and provide supporting evidence or data when applicable.

Use testimonials and reviews

Incorporate testimonials, reviews, or case studies from satisfied customers who have had similar objections.

By showcasing real experiences and positive outcomes, you build credibility and demonstrate that others have successfully overcome the same concerns.

Offer guarantees or warranties

If applicable, emphasize any guarantees or warranties associated with your product or service.

Assure your audience that their satisfaction is a top priority and that you stand behind your offering.

This can help alleviate concerns about potential risks or dissatisfaction.

Address potential drawbacks honestly

If there are any known limitations or drawbacks to your product or service, address them honestly.

However, be sure to provide explanations or workarounds to mitigate those limitations.

By being transparent and offering solutions, you can build trust and credibility.

Create persuasive copy

Use persuasive language and storytelling techniques to convey how your product or service has addressed objections for others in the past.

Paint a vivid picture of the positive outcomes and benefits that your offering provides, showcasing its value and addressing potential objections in the process.

Provide customer support or live chat options

Make it easy for your audience to seek clarification or ask questions by offering customer support or live chat options.

This allows you to address objections in real-time, providing personalized assistance and fostering trust.

By proactively addressing objections in your copy, you demonstrate empathy and understanding towards your audience’s concerns.

This reassures them, overcomes doubts, and increases the likelihood of conversion.

Present compelling information, leverage social proof, and provide exceptional customer support to address objections and maximize the impact of conversion copywriting.

Conversion copywriting mistake 10: Ignoring the target audience

Ignoring target audience

Ignoring target audience

Ignoring the target audience is a common copywriting mistake to avoid in conversion copywriting.

To create impactful and persuasive copy, it’s crucial to tailor your messaging to resonate with your specific target audience.

By understanding their demographics, interests, and motivations, you can create copy that speaks directly to their needs and captures their attention.

Here are some strategies to ensure you don’t ignore your target audience:

Conduct audience research

Invest time in researching and understanding your target audience.

Gather demographic information such as age, gender, location, and occupation.

Dive deeper into their interests, preferences, values, and pain points.

This research forms the foundation for crafting targeted and relevant copy.

Develop buyer personas

Create detailed profiles or buyer personas that represent your ideal customers.

Include information about their background, goals, challenges, and buying behaviors.

These personas act as references to help you understand and connect with your audience on a deeper level.

Speak their language

Use the language, tone, and style of communication that resonates with your target audience.

Familiarize yourself with their vocabulary, phrases, and expressions. Avoid jargon or technical terms that may confuse or alienate them. Your copy should feel natural and relatable to your audience.

Address their specific needs and desires

Tailor your copy to highlight how your product or service solves their specific problems or fulfils their desires.

Showcase the benefits and features that are most relevant and appealing to your audience.

This demonstrates that you understand their unique situation and positions your offering as the solution they’ve been seeking.

Use relatable examples and stories

Incorporate examples, case studies, or stories that your target audience can relate to.

Illustrate how others with similar backgrounds or challenges have benefited from your product or service.

This storytelling approach helps your audience envision themselves experiencing the positive outcomes you’re promoting.

Customize content for different segments

If your target audience consists of multiple segments, create customized content for each group.

Understand the nuances, preferences, and motivations of each segment and tailor your copy accordingly.

This ensures that your messaging speaks directly to each group’s specific needs and aspirations.

Leverage market research and feedback

Continuously gather insights from your target audience through surveys, interviews, or social media listening.

Pay attention to their feedback, preferences, and pain points.

Incorporate this information into your copywriting to keep it relevant and aligned with their evolving needs.

Consider and address your target audience in your copy to increase resonance and compel action.

Tailor messaging to demographics, interests, and motivations for stronger connection, trust, and higher conversions in conversion copywriting.

Conversion copywriting mistake 11: Lack of proofreading and editing

Lacking editing and proofreading

Lacking editing and proofreading.

Lack of proofreading and editing is a common copywriting mistake to avoid in conversion copywriting.

It’s crucial to ensure that your copy is free from grammatical errors, typos, and inconsistencies that can undermine your credibility and professionalism.

Here are some key reasons why proofreading and editing are essential:

Maintain credibility

Grammatical errors, typos, and inconsistencies can create a negative impression on your audience.

It may lead them to question your attention to detail, professionalism, and even the quality of your product or service.

By thoroughly proofreading and editing your copy, you present a polished and credible image.

Enhance readability

Well-edited copy is easier to read and comprehend. It flows smoothly, conveying your message effectively.

By eliminating errors, you prevent confusion and ensure that your audience can easily understand your key points and call to action.

Improve clarity

Proofreading and editing allow you to refine your messaging, making it clearer and more concise.

You can identify and rephrase sentences that may be ambiguous or convoluted, ensuring that your message is communicated with clarity and precision.

Avoid misinterpretation

Errors in grammar or wording can lead to misinterpretation, potentially altering the intended meaning of your message.

By carefully reviewing your copy, you can identify and correct any potential areas of confusion, ensuring that your audience receives your intended message accurately.

Uphold professionalism

Professionalism is crucial in copywriting.

By demonstrating a commitment to accuracy and quality through proofreading and editing, you convey professionalism and attention to detail. This enhances your reputation and builds trust with your audience.

Enhance the user experience

Your copy should provide a positive user experience.

Errors can disrupt the flow, distract readers, and create a less enjoyable reading experience.

By presenting clean, error-free copy, you contribute to a seamless user experience that keeps your audience engaged.

Reflect brand consistency

Proofreading and editing help maintain brand consistency.

Inconsistencies in tone, style, or formatting can dilute your brand identity.

By carefully reviewing your copy, you ensure that it aligns with your brand guidelines, maintaining a consistent voice and image.

To effectively proofread and edit your copy, consider the following tips:

  • Take a break: Step away from your copy for a while before proofreading. This allows you to approach it with fresh eyes and a clearer perspective.
  • Read aloud: Read your copy aloud to catch any awkward phrasing or errors that may have been overlooked when reading silently.
  • Use tools and resources: Utilize spelling and grammar checkers, as well as style guides, to assist in catching errors and ensuring consistency.
  • Seek a second opinion: Ask a colleague or trusted individual to review your copy. They may spot errors or offer suggestions for improvement that you may have missed.

Prioritize proofreading and editing to ensure error-free, polished, and compelling copy. Maximize impact and reinforce credibility in conversion copywriting.

Conversion copywriting mistakes 12: Too much focus on the company, not the customer

Focusing on the company and not on the customers

Focusing on the company and not on the customers.

One common copywriting mistake to avoid in conversion copywriting is placing too much focus on the company rather than the customer.

To create persuasive and engaging copy, it’s essential to shift the spotlight from your company and instead emphasize how your product or service directly benefits the customer.

Here’s why this shift in focus is crucial:

Customer-centric approach

By highlighting the benefits your product or service brings to the customer, you demonstrate a customer-centric approach.

Customers are primarily interested in how a product or service can solve their problems, meet their needs, or improve their lives.

By addressing their pain points and desires, you can create a stronger connection and resonate with them on a deeper level.

Emotional appeal

When you focus on how your offering benefits the customer, you tap into their emotions.

People make purchasing decisions based on emotions and then rationalize them with logic.

By appealing to their emotions and showing them how your product or service can make their lives better, you create a stronger desire and motivation to take action.

Solution-oriented messaging

Shifting the focus to the customer allows you to position your product or service as a solution.

Highlight the specific problems or challenges your customers face and show how your offering provides the solution they’re seeking.

By demonstrating the value and effectiveness of your offering, you address their needs directly and make it more compelling for them to choose your solution.

Clear value proposition

Emphasizing customer benefits helps you articulate a clear value proposition.

Instead of overwhelming your audience with company details or technical specifications, focus on the unique value your product or service brings to the customer.

Clearly communicate how it can make their lives easier, save them time or money, or enhance their overall well-being. A strong value proposition builds trust and motivates action.

Relatability and empathy

When you shift the focus to the customer, you show that you understand their experiences, challenges, and aspirations.

This relatability and empathy help to build trust and rapport.

By demonstrating that you genuinely care about their needs and have their best interests in mind, you differentiate yourself from competitors and foster a stronger connection.

To implement a customer-focused approach in your copy, consider the following strategies:

  • Use customer-centric language: Address the reader directly using “you” and “your.” Speak to their needs, desires, and pain points. Make them feel like you’re having a personalized conversation with them.
  • Highlight specific benefits: Clearly articulate the unique benefits that your product or service offers. Explain how it solves their problems, improves their lives, or fulfils their desires. Use concrete examples and vivid language to make the benefits tangible and relatable.
  • Use social proof: Incorporate testimonials, reviews, or case studies that demonstrate how your product or service has positively impacted previous customers. This social proof validates the benefits and credibility of your offering, making it more compelling for potential customers.
  • Craft customer success stories: Share stories or anecdotes that showcase how your product or service has helped real customers achieve their goals or overcome challenges. These stories create a powerful emotional connection and show the practical application and value of your offering.

Prioritize proofreading and editing to ensure error-free, polished, and compelling copy. Maximize impact and reinforce credibility in conversion copywriting.

Conversion copywriting mistake 13: Lack of clarity and conciseness

Lack of clarity and focus

Lack of clarity and focus

A common copywriting mistake to avoid in conversion copywriting is a lack of clarity and conciseness.

It’s important to keep your copy clear, concise, and easily scannable so that your message is effectively communicated to your audience.

Here’s why clarity and conciseness are crucial in conversion copywriting:

Attention span

In today’s fast-paced digital world, people have limited attention spans.

If your copy is long-winded or convoluted, it’s likely to lose your audience’s interest. By keeping your copy concise, you make it easier for readers to consume and understand your message, increasing the likelihood of them taking action.

Clarity of message

Clear and straightforward language helps ensure that your message is easily understood by your audience.

Avoid using complex jargon, technical terms, or excessive adjectives that may confuse or alienate readers.

Instead, focus on using simple and direct language to convey your message in a way that resonates with your target audience.


Many readers skim or scan web content rather than reading it in its entirety.

By using concise and scannable copy, you make it easier for readers to quickly grasp the main points and key information.

Use bullet points, subheadings, and short paragraphs to break up the text and make it more visually appealing and digestible.

Clear call to action

A concise and clear call to action (CTA) is crucial in conversion copywriting.

Clearly state the action you want your audience to take and make it prominent within your copy.

Ambiguous or confusing CTAs can lead to a lack of conversions.

By providing a clear and concise CTA, you guide your audience towards the desired action and increase the chances of conversion.

To ensure clarity and conciseness in your copy, consider the following tips:

  • Remove unnecessary words: Review your copy and eliminate any unnecessary words or phrases that don’t contribute to the core message. Every word should have a purpose and add value to your copy.
  • Use active voice: Active voice is more direct and concise than passive voice. It helps to communicate your message more clearly and engagingly. Instead of saying “The product was purchased by many customers,” say “Many customers purchased the product.”
  • Break up complex information: If you need to convey complex information, break it down into simpler, bite-sized chunks. Use bullet points or subheadings to organize and highlight key points, making it easier for readers to comprehend.
  • Read aloud: Reading your copy aloud can help you identify any sentences or phrases that are unclear or unnecessarily wordy. If it sounds confusing or awkward when spoken, consider revising it for greater clarity.
  • Edit ruthlessly: After writing your copy, go through it with a critical eye and edit ruthlessly. Remove redundant phrases, tighten sentences, and simplify language where possible. The goal is to convey your message in the most concise and impactful way.

Prioritize clarity and conciseness in conversion copywriting for enhanced readability, understanding, and effectiveness.

Clear and concise copy captures attention and guides audience towards desired action, improving conversion chances.

Conversion copywriting mistake 14: Weak headlines

Weak headlines

Weak headlines

One of the common copywriting mistakes to avoid is weak headlines.

The headline is the first thing that readers see when they come across your content, and it plays a crucial role in capturing their attention and encouraging them to continue reading.

Failing to grab the reader’s attention with a compelling headline can result in low engagement and conversion rates.

To strengthen your conversion copywriting, here are some important points to consider:

Craft attention-grabbing headlines

Your headline should be concise, clear, and captivating.

Use powerful words and phrases that create curiosity or offer a solution to the reader’s problem.

A strong headline will entice the reader to delve deeper into your content.

Highlight the benefits

Instead of focusing solely on features, emphasize the benefits of your product or service in the headline.

Show readers how your offering can solve their pain points or improve their lives.

This approach appeals to their desires and motivates them to take action.

Test and optimize

Don’t settle for a single headline. A/B testing different variations can help you identify the most effective headline for your target audience.

Continuously optimize your headlines based on data and feedback to improve conversion rates.

Tailor headlines to specific channels

Remember that different platforms and mediums require different approaches.

Customize your headlines to suit the platform you’re using, whether it’s a landing page, social media post, or email subject line.

Consider the context and preferences of your target audience on each platform.

Avoiding weak headlines is essential for successful conversion copywriting.

Create attention-grabbing headlines, optimize copy, tailor to channels, and boost engagement and conversion rates.

Conversion copywriting mistake 15: Not testing and optimizing

Not testing and optimizing

Not testing and optimizing

One of the critical mistakes to avoid in conversion copywriting is the neglect of testing and optimizing.

To maximize the effectiveness of your copy and increase conversions, it’s essential to continuously test, analyze, and make data-driven changes.

Here’s why testing and optimizing are crucial:

Improved performance

Testing allows you to evaluate how different elements of your copy, such as headlines, calls to action, or value propositions, impact the conversion rate.

By identifying what works and what doesn’t, you can make informed optimizations to improve the overall performance of your copy.

Understanding audience preferences

Testing provides insights into your audience’s preferences, behaviors, and motivations.

By conducting A/B tests or multivariate tests, you can compare different variations of your copy and determine which resonates best with your audience.

This knowledge helps you tailor your messaging to better meet their needs and preferences.

Data-driven decision-making

Testing and analysis provide you with concrete data and metrics to guide your decision-making.

Instead of relying on assumptions or guesswork, you can use objective data to identify strengths, weaknesses, and opportunities for improvement in your copy.

This data-driven approach helps you make more informed and effective changes.

Continuous optimization

Optimization is an ongoing process.

By regularly testing and analyzing your copy, you can make iterative improvements over time.

Small tweaks and adjustments can have a significant impact on your conversion rates, allowing you to continuously optimize and refine your copy for better results.

Staying ahead of the competition

In the ever-evolving digital landscape, it’s important to stay ahead of your competition.

Testing and optimization help you stay agile and adapt to changing market trends, customer preferences, and competitor strategies.

By continuously improving your copy, you can maintain a competitive edge and maximize your conversion potential.

To effectively test and optimize your conversion copywriting, consider the following strategies:

  • Define clear goals: Clearly define the specific goals you want to achieve with your copy, such as increasing click-through rates, improving conversion rates, or reducing bounce rates. This clarity will guide your testing efforts and help you measure success.
  • Identify key performance metrics: Determine the key metrics you’ll use to evaluate the performance of your copy. These could include conversion rates, engagement metrics, or specific actions taken by users. Ensure you have proper analytics and tracking systems in place to gather the necessary data.
  • Conduct A/B testing: A/B testing involves comparing two different versions of your copy to see which performs better. Test one element at a time, such as headlines, CTAs, or imagery, to isolate the impact of each variation. Collect data and analyze the results to determine the most effective version.
  • Analyze user feedback: Gather qualitative data by seeking feedback from your audience through surveys, user testing, or customer interviews. Understanding their perceptions, pain points, and preferences can help you make targeted improvements to your copy.
  • Monitor and iterate: Continuously monitor the performance of your copy and make iterative changes based on the data and insights gathered. Regularly review your metrics, identify areas for improvement, and implement changes to optimize your copy over time.

A testing and optimization mindset refines conversion copywriting, maximizing effectiveness. Data-driven decisions based on user insights lead to higher conversions and better results.

By avoiding these common copywriting mistakes, you can create persuasive conversion copy that drives action and achieves your desired results.

10 online copywriting mistakes new writers should avoid

10 online copywriting mistakes to avoid

10 online copywriting mistakes to avoid

If you are a new writer, it will help you a lot if you avoid the online copywriting mistakes listed in this blog post.

The online copywriting mistakes covered in this blog post are:

  1. Not writing a compelling headline
  2. Writing for yourself and not for your readers
  3. Not having a clear call-to-action
  4. Lacking emotion
  5. Not being specific
  6. Not using a conversational style
  7. Not making your writing skimmable
  8. Focusing more on features and less on benefits
  9. Focusing more on SEO and less on readers
  10. Being too salesy

Copywriting is a serious business.

When people read your copy, they buy from you or subscribe to your service.

That is, if you can convince them.

Convincing people, especially through copywriting, is one of the hardest tasks to achieve because you are making them part with their money.

Do you spend money after casually reading something?

No. You need to be completely convinced.

Even if someone asks you to spend a single dollar on something, you don’t spend casually or without being convinced.

Certain online copywriting mistakes can prevent you from convincing people or making a connection with them.

Online copywriting is different from conventional copywriting because when people read your copy on the web, there are too many distractions.

On the phone there are non-stop notifications.

On the computer there are too many links to click.

There are numerous social media updates to check.

Emails and messages are continuously coming.

There are no such problems with conventional copywriting.

There are no distractions.

There are no links to click.

No notifications.

No messages.

It is just a magazine or newspaper, or a TV screen that is completely static.

On the other hand, even a single online copywriting mistake can send your prospect away.

Therefore, mistakes, when you are writing for the web, can be costly.

Listed below are 10 mistakes you should avoid.

Not writing a compelling headline

Writing compelling headlines is so important that many experienced copywriters spend 50% of the time on coming up with the most effective headline and the remaining 50% on the remaining copy.

There are special headline analyzing tools.

Why are headlines important?

There are multiple reasons.

In online writing, I always say that there are two versions of the main headline

  • The meta title that is visible to the search engine crawlers and content aggregators (such as social media websites).
  • The big-font headline that you see at the top of every blog post and web page.

Your meta title draws people from search engines and social media websites to your blog or website.

Once people are on your blog post or web page, it is your headline that encourages people to read your remaining copy.

What are you offering through your copy?

Why should people read it?

What are they going to gain after reading?

Take for example the headline of this current blog post.

It tells you that it explains online copywriting mistakes that are made by new or inexperienced writers.

You want to avoid these mistakes.

So, you read this post.

Here are a few things to keep in mind when writing headlines and meta titles:

  • “How to” headlines and titles performed better than other formats.
  • Include your main keyword in the headline and title.
  • Use power words to trigger emotions.
  • Remove all redundant and unnecessary words.
  • Write your headlines and titles based on what people are looking for.
  • Write headlines and titles from the perspective of your customers and clients.
  • Use the language used by your customers and clients.
  • Keep your headlines and titles easy to understand and straightforward.

Writing for yourself and not for your readers

This mistake is often committed by new writers because they are always eager to impress and showcase their writing prowess.

Remember that when you are writing for business websites and blogs, you are not writing to display your writing abilities.

Every headline that you write, every sentence that you write, every word that you use, is intended to generate sales.

No matter how great your writing is, if it fails to impress the right customers and clients, it is not effective.

Before you start writing the main copy, do some research and understand what language your target readers use.

Do some Google research.

Note down what type of queries are popular on Google.

These popular queries usually give you a glimpse into the language used by your target customers and clients.

It is often advised that your writing should be understandable to a 6th grader.

Also, B2B and B2C copywriting are different.

You can use industry buzzwords when writing for B2B customers and clients.

Avoid using industry buzzwords and jargon when you are writing for B2C customers and clients.

Don’t use overly long sentences.

If there is even a single word that you think would require people to refer to a dictionary, remove it.

Not having a clear call-to-action

Your call-to-action is the action you want people to perform after they have read your email message or landing page.

In your copy, or in the end of your copy, you need to tell your readers exactly what they should do.

Your call-to-action must be specific.

Take for example: “Download this guide immediately to learn how to make $3000 within the next 2 weeks.”

Or: “Click here to get a free sample website.”

In the first call-to-action example I have used precise numbers – $3000 and 2 weeks – to give them a clear idea of what they stand to gain if they download the guide.

In the second example, they know that they’re going to get a free sample website.

Make sure you don’t overpromise in your call-to-action.

Don’t oversell and don’t undersell.

Capture the imagination of the reader.

What is the strongest desire of your target reader and then capture the desire in the call-to-action.

Use emotions like fear of missing out (FOMO), scarcity, curiosity, and greed, to motivate people to react to your call-to-action.

Never use multiple call-to-actions in a single email and on a single landing page.

If you want people to download your e-book, stick to that.

Don’t alternate between “Download e-book”, “Click the link”, or “Contact us for more information”, and so on.

This is distracting and confusing.

When people are offered multiple call-to-actions they opt for none.

Here are some examples of call-to-action you can use in your email or on your landing page

  • Download the app
  • Add to cart
  • Shop now
  • Join for free
  • Learn more
  • Get n% off
  • Get started
  • Subscribe now
  • Save $25 now
  • Explore further
  • View Demo
  • Contact us
  • Book your seat
  • Continue to read
  • Go premium
  • View portfolio
  • Read White Paper

Again, don’t use multiple call-to-actions in a single email or on a single landing page.

Lacking emotion

Selling and buying are all about emotions.

Rarely it happens that people make a buying decision based on facts.

Yes, facts are important.

You need technical information.

You need a list of features.

But eventually, it is the emotion that decides whether one purchases or not.

Copywriting is mostly about emotions and psychology.

If emotion is lacking in your copy, you cannot make a connection with your readers.

Without making an emotional connection, it is near to impossible to make them spend money on your product or service.

Emotions in your copy can exist in different forms:

  • Different types of fears – danger, missing out, losing money, not making enough money and so on.
  • Not having a social life
  • Failure
  • Guilt
  • Rejection
  • Anxiety
  • Desire to achieve something
  • Desire to become someone
  • Desire to experience something
  • Anger
  • Sadness

At the top, capture the right emotion in your headline.

What are they going to achieve?

How is it going to make their life easier?

They may get smarter.

They may improve their search engine rankings.

They may make more money or save money.

They may get a healthier body and a fit physique.

They may improve their relationships.

They may win the heart of their childhood sweetheart.

They may have a more fulfilling relationship with their spouse, siblings, or co-workers.

They may be able to go to a long-awaited vacation.

They may save time that they can then spend on their hobbies or making more money.

Hook them with a compelling reason to read on.

While it is advisable to use lots of emotional and power words in your copywriting, make sure you don’t overdo.

To achieve a balance, sound genuine.

You actually want to help people.

You actually want to help them make more money.

You actually want to help them become better writers.

Not being specific

You need to tell people exactly what they are getting out of your proposition.

You need to be specific.

In no uncertain words, they want to know what your offer stands for and what it does for them.

What is specific: “You are going to make $3000 in 2 weeks” or “You’re going to make lots of money very fast”?

Naturally the former.

Which is more specific: “Get thousands of subscribers with our method” or “Get 6000 subscribers in one month with our method”?

The latter, of course.

“Guestimates” don’t work in copywriting.

Give them concrete facts.

Concrete facts are psychologically reassuring.

It helps them paint a definitive picture.

It gives them clarity.

Specifications with statistics are ideal for case studies, headlines and testimonials.

A testimonial saying, “I saved 20 hours last month using this time tracking mobile app” is far better than a testimonial saying, “I saved hours of work last month using this time tracking mobile app”.

Sometimes you need to exercise discretion when using specificity.

Suppose you are offering a weight loss solution to your readers.

You cannot suddenly tell them that they can lose 20 kg of weight in 3 weeks unless it can be medically proven.

You can get into legal troubles.

You can endanger lives.

But in all other situations where you are sure of the numbers you are using, don’t hold yourself back from using them.

Even if you don’t have numbers, seek them.

Verify them.

Don’t just randomly use statistics.

Always get them from proven facts or from authoritative sources.

Not using a conversational style

You need to write as if you’re talking to the other person.

Conversational writing gets you higher response.

It appears genuine and authentic and it allows you to make an emotional connection with the reader.

Avoid using formal writing.

People can easily relate to what you are saying if you can write in a conversational manner.

Conversational writing doesn’t mean you use slangs and hanging words the way you actually use in conversation.

On the other hand, you should use phrases like

  • Awesome, right?
  • I will tell you what happened…
  • This is how the story goes…
  • Then something suddenly changed.
  • You won’t believe what happened.
  • You know, it wasn’t always like this.
  • You won’t be able to resist.
  • I totally get you if you’re cynical.

Use shorter sentences.

Make your writing easy to read.

Never use words that you don’t use in your day-to-day conversations.

How do you know that your writing sounds conversational.

Read out loud.

You can also use a text-to-speech tool.

If what you are reading out loud doesn’t sound natural, it is not conversational.

If you can easily say what you have written, it is conversational.

Conversational writing helps you

  • Make a real connection with your readers.
  • Use emotional and power words.
  • Write in a manner as if you’re talking to someone face to face.
  • Cater to the needs and desires of your readers.

Not making your writing skimmable

Skimming means people don’t read every word that you have written; they just go through the headline, subheadings, images, and the main highlights.

Most people won’t read completely.

They will read the first few sentences.

They will read the headline.

They will quickly browse through the main highlights.

This is how they read.

Even search engine crawlers sometimes read in that manner.

Therefore, it is good for your search engine rankings if you make your writing skimmable.

How do you do that?

You may like to read: How to make it easier for people to read your blog posts

Capture all the main points you are covering in the subheadings.

Use block quotes whenever you think that certain text shouldn’t be missed by your readers.

Express multiple points that are logically related to each other using bulleted lists.

Avoid using large and difficult words that take time to pronounce or say.

Write short sentences that are easier to read.

Write in the conversational style.

Tell stories of how your product or service has changed lives instead of simply spewing facts and figures.

Use sufficient whitespace between paragraphs and lines.

Write in the manner of questions and answers to keep readers hooked.

The idea is that a reader should be able to understand what you are conveying by simply going through all the highlighted portions of your copy.

Making your text skimmable also makes it easier for people to read your web pages, landing pages, emails, and blog posts on their mobile phones.

Skimmable text is less distracting and less tiresome.

Focusing more on features and less on benefits

Features can be quite alluring.

It is fine to tell people how many reports your accounting software can generate, and you must.

But along with that, you should also tell them how much time they are going to save using this reporting feature.

So, instead of saying, “You can generate 107 different reports with our accounting software,” you should say, “The 107 different reports that our accounting software generates can save you 3 days of work every month.”

Here is another example: “Our phone comes with 256 GB of memory – no need to frequently delete your photos and videos to make space.”

People want convenience.

They want to save time and be more productive.

They want to achieve more.

They want to remain healthy.

They want to cherish their memories.

They want to look smart in front of others.

They want to impress someone.

Take for example the iPhone and other phones.

It is known that the iPhone comes with less megapixels camera than the other phones.

Still, its photographs are exceptional.

The benefit is that people can take photographs in lowlight despite the less megapixels camera.

This is a benefit.

I’m not saying that you skip features completely.

But write your copy in such a manner that whenever you mention features, you also mention the benefits.

Focusing more on SEO and less on readers

This is a typical mistake committed by new writers.

The client tells them that search engine rankings are important.

They are given a list of keywords to focus.

They are asked to write the copy based on those keywords.

All they are interested in is improving search engine rankings for those keywords.

Let’s be frank: search engine rankings are important.

Every business requires targeted traffic from Google and other search engines.

But search engine traffic alone does not generate business for you.

Focusing too much on search engine traffic is counterproductive.

You need to deliver on your promise.

People must derive value out of your writing.

Even for better search engine rankings, you need a lower bounce rate.

Even if people find your link in search results, come to your website or blog, and then immediately leave, this harms your search engine rankings.

To tackle this pervasive problem, Google is rolling out a new, “Helpful Content” algorithm update.

Lots of people are producing content just meant for search engine rankings.

This content doesn’t deliver any new value.

Through this new algorithm, Google will downgrade the rankings of such websites and blogs.

It will give more prominence to web pages and blog posts that deliver on their promise.

Write engagingly.

Write human-first content.

Make people your priority when writing.

Let SEO be natural and organic.

Being too salesy

If after every couple of sentences, you are asking people to buy from you or use your service, they are put off.

The goal of your copywriting must be to convince people that you are trying to help them and not take away their money.

When people are reading your copy, they are constantly asking, “What’s in it for me?”

You must convince your potential customers that they are going to get much more than what you are asking them to spend.

For that you need to persuade them.

You may like to read: 4 Ps of persuasive copywriting

The decision-making process (acting on your call-to-action) happens in your customer’s mind.

You must facilitate the process through your writing without forcing it on the customers.

Educate your customers.

Back your claims with data and testimonials.

Highlight the benefits.

Talk in their language.

Address all their concerns.

Provide answers to all their questions.

If you are continuously asking them to hire you or buy from you, it will creep them out.

It doesn’t mean you don’t use your call-to-action.

What is your call-to-action after all?

In many cases, it is asking them to buy from you.

But use it only when you feel that after reading what you have written, they would like to proceed.

Don’t just randomly throw in your call-to-action or ask them to buy from you.

This ends my list of online copywriting mistakes that you should avoid as a new writer.

Never forget that you need to put the interest of your readers at the forefront of your writing.

Set a definitive goal.

Decide what you want to communicate.

Understand what your readers are looking for and what motivates them the most.

Write in a language they can easily understand.

Most importantly: deliver on your promise.


Stop committing these 5 copywriting mistakes immediately

5 copywriting mistakes to avoid

5 copywriting mistakes to avoid

There was a time when copywriting used to be in the realm of advertising and marketing.

These days, when you are writing for websites and blog posts, in many instances you are copywriting.

This is because if your content is being used for content marketing, it is meant to generate leads and sales.

Copywriting is slightly different from content writing. In copywriting, you don’t just inform and engage, you also prompt your readers to take an action (CTA – Call to Action).

This is a necessity whether you are writing a blog post, a landing page, an email marketing message, or one of the main pages of a website.

After reading your copy people must act. Even if they leave your website or blog without taking an action, enough impact must be made so that they remember the website, remember what the website stands for, and when the time comes to seek more information, or even to do business, they come back to the website.

Therefore, copywriting mistakes can be costly.

Copywriting mistakes can adversely impact the way people react when they read your copy.

Mistakes can negatively affect your search engine rankings.

They can deteriorate your conversion rate.

Your CTA gets affected if you commit copywriting mistakes.

Frankly, there can be hundreds of mistakes that you can commit when writing copy for a website, or a landing page, or a blog post, but there are at least some common, and significant mistakes that you can avoid making your copy effective and profitable.

Below I am writing 5 common copywriting mistakes that you can avoid when writing copy for your own website or for your clients.

1. Writing unnecessarily long expressions

Copywriting needs to be crisp.

People should be able to read your sentences effortlessly and fast.

If they have to make an effort, they lose concentration and after a while, they lose interest.

For example, there is no need to write “It has been brought to our notice”, when you can simply write “we have noticed”.

Further, there is no need to write “Ask me a question” because when you ask, you are anyway asking a question, so you can use “ask me”.

Why is this an important copywriting mistake that you must avoid?

Why do you write your copy? You write so that people respond favorably to your copywriting.

Every small thing matters. You don’t want to distract them. You don’t want to bore them.

Do you know that sometimes people get bored even when they don’t realize it and then leave your page?

Although on the Internet there can be zillions of reasons why people get distracted and leave your page, one of the biggest reasons is that long sentences and words with multiple syllables bore them, even unknowingly.

Write short sentences. Get rid of as many unnecessary words as possible. Avoid using words with more than two or three syllables.

2. Using unnecessary or meaningless expression

You must have come across expressions such as “#1 software” or “the best app development service”.

Do your readers really get impressed that you’re calling yourself “the best app development service” without backing it up with a believable proof?

Instead of using such hyperbolic language address the core problems of the people reading your copy.

How do you intend to solve their problem? Not by being “the best app development service” but by your ability to understand their problems and offering them the right solutions.

Some copywriters also use expressions that are called “intensifiers” such as

“Really exceptional”

“Totally free” (what is partially free?)

“Absolutely stunning”

Really, totally, and absolutely are completely unnecessary. In fact, I shouldn’t have used completely unnecessary myself but I wanted to make a point.

3. Not understanding the reader’s perspective

There must be a direct connection between

  • What you say as a copywriter.
  • What your reader wants to read as someone who is dealing with the problem and is looking for a solution.

You may think that it’s obvious, but many copywriters make this mistake: there is no connection between what is being written and what the copy is required to achieve.

It always helps to prepare a persona. Make a list of all the problems and solutions your prospective reader has in mind when he or she comes to your web page.

Don’t hold yourself back. Make as many points as you can think of.

Since your copy needs to be focused you don’t need to tackle all the points, but whatever you want to tackle, underline.

Keep the list in front of you when you are writing your copy so that there is a direct match between what you are writing and what your reader wants to read.

4. Ignoring the importance of headlines

When you are writing for the web, headlines solve multiple purposes.

They are good for your search engine rankings.

They make your copy easily readable.

When people come to your website or web page they first see your headlines.

Most of the people skim through your content so write your headlines keeping such tendencies in mind.

When your headlines fail to make an impact, most of the people skip reading your remaining copy.

Don’t just create headlines for the sake of creating them.

Using the product name or the service name as your headline doesn’t make much sense.

Instead of saying

“The cloud hosted accounting solution”

you can maybe opt for

“Anywhere access to your accounting system, from any device, through any browser”

In just one headline you have captured almost all the benefits of using your cloud hosted accounting solution.

The headlines must represent the gist of what you are talking beneath them.

For example, the headline

“Ignoring the importance of headlines”

tells you that not taking your headlines seriously is a grave copywriting mistake.

5. Having multiple CTAs on a single page

CTA stands for call to action. This is especially important when you are writing copy for a landing page or an email campaign.

Every landing page or email campaign has a central purpose.

Whenever you construct a landing page or send out an email campaign, it is intended to achieve a singular task.

The task might be selling clothes.

Maybe you want to build a mailing list and for that you are inviting subscribers to submit their email IDs.

Or maybe you want them to download your case study or white paper.

Maybe you are an architect, and you want people to fill up your contact form for an appointment or an online consultation.

These are different focuses.

Sometimes on the same landing page or in the same email campaign, people are asked to download the brochure, or contact or fix up a consultation appointment.

Multiple choices confuse the readers and recipients.

On every landing page or in every email campaign, use a single expression for your call to action.

If you want them to download your white paper, whenever you use the CTA button, prompt them to download the white paper and exclusively talk about the white paper.

If you want them to contact you, then for every CTA button prompt them to contact you.

Don’t club multiple calls to action in a single campaign.

In case you have multiple calls to action, use multiple campaigns.

How to make your copywriting effective after avoiding these mistakes?

Write for the reader.

Keep search engine optimization in your thoughts but don’t get overwhelmed – remember eventually it’s the humans who read your copy.

Write according to search intent.

Search intent, on the Internet, is the intention with which people use queries on Google.

You may like to read What Is Search Intent And How Knowing It Improves Your SEO

My personal approach is always writing from the reader’s perspective.

What is the reader going to get out of my copy?

What information am I providing?

How is that information helping the reader?

Take for example this blog post.

What was the primary purpose of this blog post?

It was highlighting the 5 main copywriting mistakes that you should avoid.

There may be scores of other mistakes, but these are the important mistakes I want you to avoid.

This was the purpose of this blog post.

Common copywriting mistakes even pro-copywriters commit

Avoid these copywriting mistakes

Avoid these copywriting mistakes

When it comes to writing for the web, copywriting is slightly different from content writing. Though, many writers and digital marketers call content writing online copywriting, the tone of copywriting is a bit more aggressive and CTA-oriented.

You can write content without selling or promoting anything. In copywriting, in most of the cases you are promoting something whether it is a product, an action, or a cause.

No matter how experienced or “pro” a copywriter is, he or she may commit some common copywriting mistakes simply because he or she may be working on multiple assignments. It so happens that sometimes you get so engrossed in the process of writing that even the mistakes that you commit don’t seem like mistakes.

Forbes magazine has published a list of 15 common copywriting mistakes that even pro copywriter’s commit. These mistakes include

Typos in the subject line

Yes, they do happen. When doing email marketing your subject line is very important. It is your subject line that makes people open your email message. If it contains typos, it leaves a bad impression. The typos and spelling mistakes convey to the recipients that you don’t take them seriously enough to proofread this important part of your email.

Writing too much text – very long copy

Long copy works but in many cases it doesn’t. A pro copywriter should be able to find out by analyzing the audience whether a long copy would do or a shorter version. I don’t consider this a pro copywriting mistake because on many instances long copy is needed. You don’t have to go into every detail. You don’t have to write section after section, especially when you feel that you are being repetitive and, in the process, boring your readers.

Visual and text narrative don’t stand alone

What does that mean? As a copywriter these days you often need to mix different media including images, videos and text. In most of the cases the entire package is presented to the viewer, for example a Facebook ad.

But sometimes only text is shown, or only an image is shown, or the video part of your ad is shown. Does it spoil your entire marketing message? It shouldn’t. All the parts – image, video, and text, should be able to stand alone. They should be able to do their job without depending on each other.

Not expressing complex ideas simply

People don’t have time or patience to figure out complex things, especially when it comes to buying something. They want straightforward answers whether the offer you are making is going to solve their problem or not.

Albert Einstein famously said, “If you can’t explain it to a six-year-old, you don’t understand it yourself.”

Using unnecessary filler words

Filler words are something like “in order to achieve that”, whereas you can simply use “to achieve that”. Or, “he was actually nice” instead of “he was nice”. The advice is that if your writing makes good sense without these filler words, get rid of them.

Depending too much on the default spell check

Your spell checker does the grunt work. All those curly red lines immediately tell you if you have typos or spelling mistakes in your copy. Even the bluish underlines these days highlight structural anomalies and grammatical oversights.

For example, if you have typed “your” instead of “you are”, your spell check won’t highlight that. If you type “their” instead of “there” your spell check may miss that. It won’t even differentiate between “everyday” and “every day”.

Complexity may impress some people, but not many. Most people are intimidated by it. When you are writing copy your purpose is not to intimidate people or to demonstrate how smart you are. Your purpose is to promote or sell the idea or the product.

Missing the main point

This is also a common copywriting error committed by even the pros. They get so carried away by the nitty-gritty of the copy that they miss the main point. Why are you writing the copy? What do you want people to do? What is the most important point that you want to convey, and you don’t want to miss conveying? Which is the thing that if you don’t mention will defeat the entire purpose of writing your copy?

Hence, it is important to write your main headline and then the sub-headline in the beginning itself, and then prepare the entire copy based on them.

Not understanding the audience

You most know whom you are writing for? If you misunderstand your audience, you don’t write effective copy. Be clear who your target audience is. What are they looking for and how do you offer what they are looking for? What information do they need to make up their minds? What is holding them back from doing business with you and how do you allay their fears?

Ignoring the right benefits

Some copywriters get so carried away by the features of the product or service they are writing about that they don’t mention the benefits.

What’s the difference between features and benefits? The feature of a mobile phone might be that it gives you 200 GB of memory space. The benefit is that you can store thousands of photographs and hundreds of videos without having to delete your data.

Some people find features appealing and some benefits. You need to strike a balance but when it comes to giving preference, when writing copy, give preference to benefits rather than features.

Ignoring search engine optimization

Many pro copywriters commit this common mistake when writing for the web. SEO copywriting is a complete branch in itself. When you are writing a blog post or a web page getting targeted search engine traffic is quite important.

Use appropriate keywords. Create the title of the web page that resonates with your keywords in the main copy. Use a headline, preferably having your main keyword. Strategically use the keywords throughout your copy. Use headings and subheadings.

Presenting too much detail

Another common pro copywriting mistake. Most of the people these days don’t have time to read 500-600 words. Long copy works in some instances but otherwise, keep it as short as possible. Remove extraneous sentences. Get rid of irrelevant expressions. Make sure you are not repeating what you have already said.

There are a couple of more points in the original blog post but they are repetitions so I’m wrapping up with these points.

7 Copywriting Mistakes That Can Immeasurably Harm Your SEO

7 copywriting mistakes that can harm your SEO

7 copywriting mistakes that can harm your SEO.

Main copywriting mistakes covered in this blog post:

  1. Writing without having a central vision.
  2. Ignoring search intent or buyer intent.
  3. Not doing methodical keyword research.
  4. Using too many complex and compound sentences and big paragraphs.
  5. Not using the main keyword synonyms and LSI alternatives.
  6. Not writing the copy from the user’s perspective.
  7. Using main keywords when linking to internal links (something new that I have learnt).

SEO copywriting is intended to improve your search engine rankings.

Want to know which SEO copywriting mistakes to avoid so that you don’t harm your SEO?

There is a complete branch dedicated to such writing.

There are numerous blogs that teach you how to improve your search engine rankings through targeted web copywriting.

The problem with pursuing web page writing mainly with the objective of improving your search engine rankings can be a double-edged sword.

Standard SEO copywriting process

Standard SEO copywriting process.

Normally, people who want to improve their SEO do the following

  • Create a list of keywords and search terms they think people should be using to find their websites.
  • Create titles and topics around those keywords and search terms.
  • Write and publish content based on those titles and topics.

In theory there is nothing wrong in this approach but then there may be something completely wrong in it.

Remember that the purpose of optimization is not to get traffic for your keywords.

The purpose of optimization is to help people find your useful content so that they can find the information they are looking for.

Hence, if you’re using copywriting just to improve your SEO, you may be harming your search engine rankings instead of improving them.

Fortunately, most of the copywriting mistakes are easily avoidable and you just need to make some tweaks and keep in mind certain aspects when preparing the copy of your web page.

I’m listing below some copywriting mistakes that are bad for your SEO.

1. Not having a vision for your

In my profession, content writing and copywriting are often interchanged so for the purpose of this blog post, you can assume that whatever I’m writing about SEO copywriting, I’m also writing about content writing.

Although, in terms of advertising and sales copy writing, copywriting is different from content writing, but when it comes to writing for the web, many people use this term interchangeably.

You may like to read Difference between copywriting and content writing.

With this minor detail out of the way, whenever you’re writing the copy of a web page or blog post, it is very important to have a vision.

What does “vision” mean here?

What is the purpose of writing that web page?

What do you want to achieve with this blog post?

What am I trying to achieve with this blog post?

The simplest answer would be, I’m trying to improve my search engine rankings for the phrase “SEO copywriting” and even “copywriting mistakes” and I won’t deny that.

But, better search engine rankings for these phrases will be a byproduct.

In the video below, I have explained this concept by comparing your higher search engine rankings with the money that you earn by providing a product or a service.

My primary aim is to provide you the best possible content on this subject.

After reading this blog post, you should have a list of copywriting mistakes that you can avoid to improve your search engine rankings.

Instead of just talking about this copywriting mistakes and listing them, I’m also suggesting improvements.

Similarly, for every web page and for every blog post, you must have a clear vision, a clear purpose, of what you’re trying to achieve, not just in terms of improving your SEO, but also in terms of providing the best possible value to your readers.

2. Ignoring search intent when copywriting

This is one of the most important SEO copywriting mistakes to avoid.

Search intent is gaining importance with every passing day.

What intention do people have when they search for your content?

Here is a small video I created to explain what is search intent.

For example, what intent would there be, when people are looking for this blog post?

They want to improve their search engine rankings.

They want to avoid content writing and copywriting mistakes so that they don’t inadvertently harm their search engine rankings instead of improving them.

They want to learn from the mistakes of the others.

Knowing the search intent helps you take the right direction.

Your copywriting must always be focused on a particular search intent.

Do you simply want to educate and inform (like this blog post)?

Do you want people to buy from you after reading your web page or blog post?

Do you want them to download your e-book or white paper or case study?

Do you want them to subscribe to your newsletter?

Search intent is also known as “buyer intent”.

3. Not doing proper keyword research

All said and done, keywords are still matter.

Google, when analyzing your text, looks for patterns to make sense of what you’re trying to say or convey to the reader.

It analyzes every possible combination.

For example, for me, what matters is the keyword “copywriting mistakes”, but to Google, in the above paragraph, even “when analyzing your text” is as important as “copywriting mistakes”.

The Google algorithm is least bothered with what you think is your important keyword.

It goes through every single word and every single phrase and does its computations.

Hence, the words that you use when you are writing your copy are very important.

It is an age-old advice: choose your words carefully.

The same applies to selecting your keywords when copywriting.

Not making a list of the right keywords may send you on a tangent and you may end up optimizing your copy for all the wrong keywords.

Wondering why your traffic is increasing but your business is not?

It is because you are attracting traffic for all the wrong reasons.

You may be optimizing your content for the wrong keywords.

4. Not using simple sentences when preparing your copy

A few years ago, I read that the processing power of a supercomputer is less than the processing power of the brain of an earthworm.

No matter how smart machine learning becomes, it gets confused when you use compound sentences.

I often come across webpages and blog posts containing complex sentences.

People use lots of ands, alsos and buts.

Compound and complex sentences may make you sound smarter and intelligent, to the search engine algorithm, they are confounding.

For better SEO, it is always advisable to use simple sentences.

Don’t use multiple sentences in a paragraph.

Try to limit your sentences to 5-10 words and not more.

Of course, it is not possible all the time, but whenever you are talking about the central theme, for example, the biggest benefit of doing business with you, use single, simple sentences in every paragraph.

5. Ignoring to use synonyms and LSI keywords

Instead of saying “I want to improve my SEO” every time you need to use this expression, sometimes you can also use “I want to improve my search engine rankings”, or even, “I want to improve my Google rankings”, or even, “I want higher rankings for my web pages”.

You need to dominate your copy with the central theme, and this may require you to use your keywords repeatedly.

Hence, instead of “harm your SEO”, I can also use “hurt your SEO” or “adversely affect your rankings”.

This is because if you keep on using your main keywords Google may take it as keyword stuffing, which it actually is.

If you repeatedly use your keywords without alternating between LSI keywords and actual keywords, it will harm your SEO instead of improving it.

LSI stands for “Latent Semantic Indexing”.

It is a natural language processing technology that helps Google understand the context of your content rather than merely analyzing keywords.

For example, when you search for “what are the benefits of having an apple everyday” through LSI Google knows that you’re talking about the fruit and not the company.

There is another benefit of using LSI as well as synonym keywords.

Not everyone uses the same search term when looking for information.

For example, instead of someone searching for “copywriting mistakes”, he or she can also search for “bad copywriting” or “copywriting blunders” or “what makes my copywriting harm my SEO?” or “what makes my copywriting suck?”

Hence, accommodating different keywords and search terms increases the scope of your content being rank for different keywords without diluting the central topic.

6. Not writing from user’s perspective

Again, one of the most common SEO mistakes to avoid.

This is important for your rankings as well as conversion rate.

Why does your content exist, after all?

It exists to serve your readers.

Why do search engines like Google exist?

They are there to help you find the information you’re looking for.

From every angle, it is a human angle.

If you ignore the human angle and write your copy only to cater to the algorithms, the entire purpose of SEO is defeated.

The Google search algorithm depends a lot on how people perceive the quality of your content or copywriting.

For more clarity, you may like to read Relationship between quality content writing, bounce rate and SEO.

In the above post I have also used a small video to explain the concept with animation.

So, whether you use your keywords or not is secondary, the most important thing to keep in mind when copywriting is writing for your audience.

If you ignore your audience, nothing else matters.

7. Using your main keywords in hyperlink text

Actually, this is something that I have learned recently.

You should not use your keywords as anchor text for internal links.

When writing copy for your web pages and blog posts, you’re often encouraged to link to other inner pages of your website and even external pages when you want to link to the source of your information.

Google sees this as an act of manipulation.

Since you cannot control how people link to your website, Google doesn’t penalize you if your main keywords are used as anchor text from other websites, but for interlinking (linking to your own web pages and blog posts within your domain), instead of using something like SEO copywriting as anchor text, use a long phrase.

Until a few years ago, I remember this was a prevalent advice that you should use your primary keywords as anchor text when linking to different parts of your website or blog, but it remains no longer kosher.

You can read in the above link, you can get penalized for this.

Concluding remarks the most common SEO copywriting mistakes to avoid

Whenever you are copywriting there is a 99% chance that you are doing it to improve your search engine rankings.

There is nothing wrong in that.

The biggest mistake I have come across is that when clients approach me for my copywriting services, they are less concerned about providing value to the readers and more concerned about “the keyword density must be around 3-5%”.

It rarely happens that a client says that I should first focus on quality and then, if possible, I should include the main keywords.

Anyway, the purpose of writing this blog post was to throw some light on the issues that can negatively impact your search engine rankings while in the sincerity of your heart, you are trying to improve it with certain copywriting practices.

Ummm… yes, I know, the above sentence is not good for SEO.