10 Common Copywriting Mistakes That Could Be Costing You Sales

Effective copywriting is essential for driving conversions and increasing sales, but even small mistakes can undermine the impact of your message. Here are some of the most common copywriting errors that could be costing you sales — and how to avoid them:

Weak or Generic Headlines

Headlines are your first — and sometimes only — chance to grab someone’s attention. If they’re weak or too generic, people won’t bother reading further. A headline like “Learn About Our Services” doesn’t inspire curiosity or communicate value. It’s easy to scroll past and forget.

A strong headline, on the other hand, is clear, specific, and focused on what matters to your audience. Instead of saying “Check Out Our New Tool,” try something like “Save 10 Hours a Week with This Simple Tool.” This immediately tells the reader what’s in it for them and gives them a reason to keep reading.

The key is to focus on the benefit or spark curiosity — whatever will make someone pause and think, I need to know more. After all, if the headline doesn’t work, the rest of your copy won’t even get a chance.

Focusing on Features Instead of Benefits

It’s easy to fall into the trap of listing all the impressive features of your product or service. After all, you know every detail and want to show how much effort went into creating it. But here’s the thing: your audience isn’t interested in features for their own sake. They want to know how those features will solve their problems, make their lives easier, or help them achieve their goals.

Think about it — if someone is buying a coffee maker, they don’t necessarily care that it has a “state-of-the-art drip system.” What they really want is a machine that brews amazing coffee quickly and consistently, so they can start their day on the right foot. The feature might be the drip system, but the benefit is the perfect cup of coffee every morning without the hassle.

To make your copy resonate, always tie features to benefits. Instead of saying, “Our software has advanced real-time analytics,” frame it like this: “See what’s happening in your business instantly, so you can make smarter decisions in less time.” Now, the audience knows exactly how the feature will help them.

A simple way to reframe your thinking is to ask, “So what?” after mentioning a feature. For example:

• Feature: “This app sends push notifications.”
• So what? “You’ll never miss an important update, even when you’re on the go.”

This small shift can make your copy much more relatable and engaging. Focus on what your audience gains, and you’ll keep their attention — and their trust.

Overloading the Copy with Jargon

Using industry-specific jargon might feel like you’re adding credibility, but it often has the opposite effect. If your audience doesn’t understand what you’re saying, they’ll lose interest — or worse, feel alienated. Remember, clarity is more persuasive than complexity.

Think about it this way: If you’re trying to explain a product or service to a friend, you wouldn’t use complicated terms or acronyms. Instead of saying something like, “Our platform leverages scalable synergies to optimize operational workflows,” go for something simpler: “Our platform helps your team work faster and more efficiently.” It’s clear, easy to understand, and much more inviting.

The goal is to make your copy feel approachable, like a conversation, not a lecture. Save the technical language for situations where it’s absolutely necessary (like talking to experts or during in-depth product demos). For everyone else, simplicity wins every time.

Failing to Address the Target Audience

If your copy tries to speak to everyone, it ends up speaking to no one. It’s a common mistake: being so focused on making your message broad and inclusive that it becomes generic and unrelatable. People want to feel like you’re talking directly to them — their needs, challenges, and desires.

To avoid this, take the time to understand your audience. Who are they? What do they care about? What problems are they trying to solve? Once you have a clear picture, tailor your messaging specifically for them. For example, if you’re targeting small business owners, talk about things like saving time, cutting costs, or boosting sales — not just vague promises like “improving efficiency.”

Using the right tone and language is just as important. A professional audience might appreciate formal, concise writing, while a younger, more casual audience might respond better to a conversational style. The more your audience feels like you “get them,” the more likely they are to trust and engage with you.

So instead of trying to please everyone, focus on the people who matter most to your business — and speak their language.

Not Including a Clear Call-to-Action (CTA)

You can have the most compelling copy in the world, but if you don’t tell people what to do next, they’re likely to do… nothing. A missing or vague call-to-action is one of the quickest ways to lose potential customers. People need direction, especially when it comes to taking the next step.

The best CTAs are clear, specific, and action-oriented. Instead of a generic “Learn More,” try something like “Start Your Free Trial Today” or “Get Your Personalized Quote in Minutes.” This way, your audience knows exactly what to do and what they’ll get out of it.

CTAs also work better when they tie directly to the value you’re offering. For example, if you’re selling a productivity app, a CTA like “Boost Your Productivity — Download the App Now” not only tells people what to do but also reinforces the benefit they’ll gain by taking action.

Always make your CTA easy to find, whether it’s a button, link, or form, and don’t leave room for second-guessing. If someone has made it through your copy, don’t let them slip away without a clear, enticing next step.

Ignoring SEO Best Practices

Even the best-written copy won’t drive results if your audience can’t find it. Overlooking SEO means your content may never appear in search results, making it invisible to potential customers. And let’s be honest, what’s the point of amazing content if no one sees it?

To fix this, make sure your copy aligns with basic SEO principles. Start with keyword research to understand what terms your audience is searching for. Then, naturally incorporate those keywords into your headlines, subheadings, and body text— without stuffing them awkwardly.

Other essentials include optimizing your meta titles and descriptions. These are the snippets people see in search results, so they need to be clear, engaging, and include your target keywords. Don’t forget about formatting: use headings (H1, H2, etc.) to structure your content, include internal and external links, and add alt text to images.

SEO isn’t just about pleasing search engines; it’s about creating content that’s easy for your audience to find and enjoy. By taking the time to optimize your copy, you can boost your visibility and attract the people who are already looking for what you offer.

Forgetting to Proofread

Nothing undermines great copy faster than typos, grammar mistakes, or awkward phrasing. Even a small error can make your audience question your professionalism and credibility. It’s like showing up to a job interview with your shirt untucked—details matter.

Proofreading is a simple step, but it’s one that’s often rushed or skipped altogether. To avoid mistakes slipping through, don’t rely solely on spellcheck. Read your copy out loud—it’s amazing how hearing the words can help you catch errors or clunky sentences. Better yet, have someone else review it. A fresh pair of eyes often spots things you’ve overlooked.

Tools like Grammarly or Hemingway can help, but they’re no substitute for thorough, human editing. And if your copy is critical, like a website launch or a big campaign, consider hiring a professional proofreader. Taking the time to polish your writing ensures your message comes across clearly and professionally — without distractions.

Failing to Create a Sense of Urgency

When people feel like they can act “whenever,” they often end up doing nothing. Without urgency, your audience is more likely to delay their decision — and then forget about you altogether. If your copy doesn’t create a sense of “now or never,” you could be leaving potential sales on the table.

To encourage action, add time-sensitive elements to your messaging. For example, instead of saying “Sign Up for Our Course,” try “Enroll Today — Only 3 Spots Left!” Limited-time offers, countdowns, or phrases like “Offer Ends Tonight” can give people the little push they need to act sooner rather than later.

But urgency doesn’t have to feel pushy or fake. Be honest and align it with real constraints. Let people know if your offer is minimal or prices are increasing. The goal is to motivate them to act by showing what they might miss if they wait too long. When done right, urgency makes your copy more compelling and keeps your audience from procrastinating.

Overlooking Social Proof

People trust what others have to say about your product or service more than what you say about it yourself. Ignoring social proof — like testimonials, reviews, or case studies — can make your audience hesitate, wondering if your claims are too good to be true.

Including social proof early in your copy builds credibility right away. For example, you might highlight a specific customer success story: “Thanks to [your service], we increased our sales by 35% in three months!” Platforms like Get A Copywriter can help you craft stories that emphasize results and connect emotionally with your audience.

If you’re starting out and don’t have many reviews yet, focus on numbers or achievements: “Over 10,000 businesses trust us” or “500+ successful projects delivered.” The goal is to show that real people have seen real benefits from working with you — this reassurance makes your copy stronger and more persuasive. Don’t let social proof be an afterthought; it’s a vital part of building trust

Final Thoughts

Even the best product or service won’t sell itself without strong, effective copy. By identifying and fixing these common mistakes, you can create persuasive content that resonates with your audience and drives more sales.