The root causes behind bad website copy (spoiler: it’s probablyyyy not your writing)

I call what I do “website messaging and strategy” and not “website copywriting” because I’m pretentious as hell.

Jk. (Well. Sorta kidding 😝)

But the serious reason I lean into the “messaging” moniker is because approx. 0 people’s root problem is “my website words need to say the same thing but sound better.” Even when it seems like that’s the case.

Why is it that your copy sounds vague, boring, or confusing? Why is it that the agency you idolize has a website that just… sounds so much bolder, more interesting, more compelling?

You’re not a total newbie. You’re probably not godawful at writing either (many of my clients are other professional writers / marketers for fuck’s sake!).

The reason the writing on your site is confusing and vague is either because 1) you are confused and vague about your core messaging, or 2) you’re not confused, but you’re pulling your punches.

Here are some of the root causes I see behind bad website copy:

→ You are working too hard to never turn anyone away

Speak to every person who walks through your sales call calendar! Make sure every client who’s ever bought before will resonate with every word!

Unfortunately, this always leads to that “watered down” vibe in your copy. You cannot get to that specific, “wow” feeling while flinching about excluding anyone who’s shown any interest before.

And the irony of specificity is that it feels more universal than generalities. Case in point — I saw my friend Brandon post this on LinkedIn the other day:

Is everyone who seeks a therapist thinking these exact thoughts? Definitely not. 

But writing something like “it feels like nobody likes me” will click a whole lot more with a whole lot more people than writing something like, “struggling with negativity.” 

We can relate to these thoughts, even if they’re not exactly our thoughts. But we can’t picture at all what the general term “negativity” really looks and feels like.  

→ You are speaking to someone who isn’t sure they want what you do yet

You’ve spent all your website real estate trying to convince readers that “finally hiring a sales expert instead of winging it” is worth it.

Only problem? Now your site’s content could literally be copy/pasted onto any sales expert’s  site. And yeah, to you, the copy itself will feel “same same” or “undifferentiated.”

The reason for this sea of sameness isn’t “lackluster word choices,” it’s that there’s zero information for your website to help potential clients choose you over anyone else. All you’ve done is reinforce that they should hire “someone” …. Rather than why they should hire you specifically.

The downstream consequence of this is that you’ll end up in sales calls with folks who are always “talking to a few others” — making their decisions based on price or fastest availability, which a premium service can’t compete on. 

→You are trying to make your site a 1:1 reflection of your business 

Every service, every client type, every beat of your origin story, every moment of your process, every possible thing that affects your rates, every lead magnet you’ve ever made…. It’s all on your site. 

I get it: you just want to be transparent. (Or maybe you think this is what your site is for — to dump everything that exists into?) But to potential clients, it feels overwhelming, unfocused, and like you don’t totally know what you’re doing.

I think this LinkedIn post I did a while back explains my philosophy on this really well: 

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Tldr; better copy starts with a focused message. And so… that’s where my process kicks off and lives for a while. 

I often put it like this to potential clients who ask: 

Phase one is the WHAT we’re going to say. 

This is the part where I interview your clients and you as the founder, to help you make informed decisions: who we should speak to on your site, which services to highlight in which order, and how to showcase your secret sauce — the method, approach, or philosophy that no one else can quite match. 

Phase two is the HOW we’re going to say it. 

This is the copywriting and layouts part. The exact words  for headlines, body copy, button copy, testimonials….and where everything goes on the site so it’s easy to read. 

Give me a ring to work together. 

xoxo, your favorite website freak,

Krista

P.S. I’m bringing web design back into my process for a specific new offer launching soon. If you’re interested in getting my messaging expertise + the full final product done in one go, give me a ring, share this intention in the form, and I’ll tell you if you’re a fit for this or not.

P.P.S. Um, design by a design partner who is fucking excellent. Not design by me (lol, phew).