… plus simple, effective remedies you can implement today to start selling more than ever.
The direct response doctors are in.
Now, please sit down. We need to talk about your results.
This isn’t an easy conversation to have, but your website may be suffering from a severe lack of leads, conversions, and sales.
This diagnosis isn’t terminal (great copy can breathe life into an underperforming website), but if you recognise any of the following symptoms, there’s only one cause…
Read on for 7 brutal symptoms of bad copywriting and how you can spot them on your own website. Plus, walk away with proven copywriting remedies to take your marketing from under the weather to selling more than ever.
Symptom One: Your audience is hesitant about working with you
Your audience is hesitant about working with you
That is, if they take action at all…
This is because, without proof of your track record, results and expertise, you’re failing to build trust with your potential customers. And when people don’t trust you, they’re less likely to do business with you.
Even worse, this lack of trust can lead people to feel safer choosing your well-known competitors instead, meaning you don’t just lose work – you hand it to your competition on a silver platter!
💊 Our recommended treatment: Use more social proof on your website
Social proof is one of the most powerful psychological drivers available. It’s the concept that people will follow the actions of the masses, because if others have behaved in a certain way, it must be the correct behaviour!
Take advantage of this psychological phenomenon by adding reviews and testimonials from your previous clients to help show people they can trust you.
You can also include eye-catching metrics like the number of clients you’ve helped, the amount of revenue you’ve generated, or your years of experience to help build a rock-solid foundation of trust.
Social proof is one of the easiest changes to make to your website, but one of the most powerful.
Symptom Two: You get visitors to your website but struggle to consistently convert them to leads and clients
Your website, landing pages and ads have seconds – nanoseconds even! – to grab your target audience by the collar, draw them in and persuade them to read on, sign up or buy now.
If you sound like a corporate drone or something that ChatGPT generated with its AI-brain, don’t be surprised when people quickly skip over you in search for a more authentic business.
Without the right carefully combined words, VAMOOSH! You’ll lose your hard-to-find traffic in an instant. That means another customer gone and another dollar lost.
💊 Our recommended treatment: Change the focus of your website so it’s all about your audience (not you)
When your copy focuses on your audience and their problems, it’s like having a team or smooth-talking, deal-closing sales people working around the clock for you. So start by making your customers the focus of your website – not you.
It’s a common mistake for business owners to write copy that’s too self-centred. You might think people want to read about how many years you’ve been in business, or your unique approach to delivering results – but they don’t.
Every person who lands on your website is asking the same question – “what’s in it for me?”.
Make sure you’re answering that question clearly and quickly so that a site visitor can immediately see how you’ll make their life a better/easier/happier place. When you put the spotlight on your audience, you’ll make it easier to take them from curious website visitors to excited customers.
Symptom Three: Your website visitors fail to take the specific action you want them to
Chances are you get traffic to your website, but people aren’t picking up the phone or making bookings in your calendar.
This happens when your copy and design look like a boring brochure sharing information about your business, instead of creating a compelling incentive to take action.
This is a common mistake from business owners who think design will do all the heavy lifting. They end up pouring sacks of cash into a website (we’re talking $5k, $10k or more!) and then wait for leads to come in.
And wait… and wait… and wait.
Great design without great copy is a mistake that can cause you to miss out on the huge opportunity to showcase your true value. Without making a change, you’ll remain the industry’s best-kept secret and struggle to have the impact you’ve worked so hard to provide.
Check out our latest guide: The Importance of Copywriting vs. Web Design: The TRUTH Revealed 😲
💊 Our recommended treatment: Use direct and benefit-driven CTAs
It’s time to be more direct!
A specific call-to-action is more likely to convince people to take action than a vague or boring CTA. Your site visitors have landed on your website or sales page for a reason so they’re already showing interest.
You can help turn that interest into action with clear, actionable CTA copy. Here’s a few examples we prepared earlier:
- ‘Subscribe Now’
- ‘Reserve Your Seat’
- ‘Claim Your Free Copy’
If you’re using weak language like “Click Here”, you’re not going to whip people into an excited frenzy. Instead, try playing around with verbs that encourage people to do something by including the benefits of taking action.
- Claim your 20% discount
- Download the app for free
- Shop the Summer collection now
- Become a member and unlock instant rewards
- Sign up for our newsletter and never miss a deal
Looking to master your CTAs? Here’s how to fix the most common CTA mistakes
Symptom Four: Your website visitors compare you to your competition based on price
If a potential customer is unable to quickly determine what sets you apart from your competition, or what your unique selling point (USP) is, it will be harder to convince that person to choose you.
When this happens, people can quickly defer to price as their most important factor.
For example, let’s say you want to wash your brand new sports car.
If you find two car washes that look like they offer the same service, are you going to pick the cheaper option or the more expensive option?
It’s a no-brainer. Saving money is a powerful incentive.
But let’s say the more expensive car wash made it clear that they use a method that protects car paint, works exclusively with sports cars, and comes with a free tire inflation service in 6 months.
Would your choice be so straightforward?
Now, the unique value of the service is a more powerful incentive than saving money.
💊 Our recommended treatment: Identify and clearly communicate your USP
Identify your USP and why a customer would choose you over anyone else, then make that value obvious across your marketing materials and throughout your copy to quickly build trust and drive action.
Compelling copy can help you showcase your true value and become the number one choice – even if you charge more than your competition.
Use your website or landing page to describe the situation your target audience is in so they know you understand where they’re coming from. Then, describe the problems they’re facing and the implications of doing nothing.
Once you’re able to empathise with your audience and show you understand the challenges they’re facing, they’ll see how valuable you and your USP are.
When you get people in this mindset, they won’t care about price. They’ll be willing to pay anything to make their biggest problems go away – so you can charge what you’re worth and not worry about having to discount your services.
Symptom Five: You have to sell yourself hard during sales calls which makes conversions a constant uphill battle
Do you find yourself jumping on sales calls and having to do a LOT of heavy lifting just to keep your leads interested?
This happens because your copy hasn’t positioned you as a leader in your space.
Without copy that showcases your expertise and authority, you end up on the back foot from the get-go. This means you’re the one trying to prove why someone should buy from you instead of you holding the power.
When you’re seen as an expert in your field, people will come banging down your door to work with you. But right now the opposite may be true – if people don’t see you as a credible authority, you’ll have to work harder just to convince them to give you a shot.
💊 Our recommended treatment: Build your authority with eye-catching impact metrics
You can boost your authority with a few simple tweaks to your website or sales page – even if you don’t have the same years of experience or track record as your competition.
Here are some minor tweaks you can weave through your copy to boost your authority:
- Eye-Catching Business Statistics: How long have you been in business? How many products have you sold? How many customers have you helped? The more impressive your numbers, the more your audience will view you as an expert.
- Customer Testimonials: Written and video reviews help customers see what impact you’ve had on other people – and remind them of the potential impact you’ll have on them. Identify 10-15 of your BEST customers and send them an email asking for a review, or even better, a 30-second personalised video testimonial.
- Trust Signals: Trust signals are exactly what they sound like – logos, awards, memberships, and other evidence points that inspire confidence in your brand. Have you won awards for your products? Do you have unique industry experience? Are you a member of an exclusive organisation? Include these in your website copy.
Make these changes to your copy and you can have more of your ideal clients wanting to work with you.
Symptom Six: You attract prospects who aren’t a good fit for your business
Are you failing to attract your ideal clients and getting tyre kickers instead? Or, you might be getting lots of traffic from other marketing channels but it isn’t converting?
Attracting clients who aren’t a good fit for your business is more than a frustration. It can hammer your bottom line by letting bad prospects into your sales cycle and squeezing good prospects out.
You’ll notice this symptom if you constantly have people asking you to clarify what you do and what you have to offer.
When your copy is doing its job, people will know exactly who you are, what you do, and how awesome you are long before they pick up the phone to call you.
💊 Our recommended treatment: Focus on your audience’s challenges, pain points and problems
Speaking to everyone is the same as speaking to no one, so make sure your sales copy is speaking directly to your target audience.
Take the time to get to know your audience’s challenges, pains and problems as these should form the foundation of your copy. It’s not enough to flash an eye-catching price or a list of product features (remember, your audience doesn’t care about these things as much as you think).
Instead, focus on speaking to your audience’s biggest problems to help them feel an emotional connection to your business. You might think “oh, but won’t that turn away some people if I’m getting deep about specific problems?”.
And the answer is YES – that’s exactly what you want.
The wrong prospects realise your business isn’t for you, so they don’t waste your time by calling or clogging up your pipeline.
And the right prospects feel so heard and understood that it’s easier to drive conversions, since your copywriting has done some of the heavy lifting for you.
Symptom Seven: You’re pouring money into your marketing with little (or nothing) to show for it
Bad copywriting means your website lacks the strategy it needs to drive new leads, sales and clients towards your business like clockwork.
Without the right words, you’ll find your precious marketing dollars wasted, and never see the kind of ROI your business deserves. It won’t matter how flashy your Facebook Ads are or how many awards your web design team has won, bad copywriting creates a black hole that sucks up your money until you make a change.
Whether people are delaying working with you, or flat out ignoring you, the result is the same – you’re losing cash.
💊 Our recommended treatment: Hire a professional copywriter
That might sound like we’re selling ourselves here, but there’s no point beating around the bush. (We’re not even saying you need to hire us, but you need to hire someone!).
If you’re spending money on marketing without seeing ROI, you need to take action NOW to fix things.
How long can you keep losing money trying to grow your business? How much money are you leaving on the table by starting each day with a poor conversion rate? And what impact will it have on your future to kneecap your own revenue by tens, or hundreds of thousands, of dollars each year?
You can avoid common copywriting mistakes by working with a professional copywriter. A professional copywriter can help your sales copy be more effective and finally do the heavy lifting for your marketing.
That’s how you drive the highest ROI possible and start enjoying consistent and repeat results.
Save yourself time and money with these 9 stress-relieving steps to hire a copywriter
Are you ready to take your website from sickly to a sales machine?
Alright, thanks for stopping by for this consultation.
Although it’s frustrating and stressful to watch your leads, conversions and sales slow down, we’re happy to prescribe you a few sure-fire cures.
Check out our latest resources (they’re free and packed full of proven business-building tips):
- 6 Copywriting Styles Explained: What’s Right For You?
- 7 Magnetic Principles of Persuasion You Can Use to Skyrocket Your Sales
- How to Increase Your Website Sales (No Matter What You Sell or Who You Sell To)
Or, go ahead and take advantage of our free offer below to rid yourself of the symptoms of bad copywriting and enjoy healthy and thriving copy that helps you grow your business.
Are you ready to save time and trust your brand’s copy to a team of direct response superstars with a track record of success? Book a strategy call below to chat with a Savvy Copy expert.