UPDATED JUNE 16, 2026
Writing for your own business is hard
You might think you’re the best person to write about your business.
After all, it’s your business and no one knows it better than you do. Your knowledge is exceptional, you give the best advice to your customers and you’re committed to providing a quality product or service.
But the truth is, many businesses that write their own copy — or prompt AI to do it — struggle to make it stick.
Not necessarily because they’re bad writers or because they don’t understand their customers.
But because they’re blinkered — a bit like this horse — and it means they’re not seeing the bigger picture.
Why is it so hard to write your own copy?
The main reason writing for your own business is hard is because you’re too close to it. And you can’t see the wood for all the trees.
When it’s your business, you’re emotionally invested in it, which makes it difficult to detach yourself. And though you know your customers well, it can be hard to apply that knowledge and find the right balance of what you know and what your prospect needs to know.
What you need is the objectivity to take a step back and see your business from different angles. To separate the business you see from the business your audience sees.
But that’s not always an easy thing to do — and even some copywriters find it more difficult to write for their own businesses.
Why you should hire a professional copywriter
You need copy that puts your audience first and really makes a difference to your business. The best way to get that is to hire a professional copywriter to do it for you.
Professional copywriters are masters of creating audience-first copy that converts. And they have the objectivity to know what to write about, what to leave in, and what to leave out.
But in these tough times, that’s not an option for every business.
20 Common copywriting mistakes
Here are 20 common copywriting mistakes I see regularly on my travels around the web. Plus, an introduction to how a copywriter works, so you can learn from the pros.
The emphasis here is on website copy and content, because these are my area of expertise, but the mistakes could easily be applied to other forms of copywriting, too.
1. Working without a strategy
Having a strategy means you’re communicating with a purpose and actively targeting the right people.
Not having a strategy is like putting your message in a bottle, throwing it out to sea and hoping it will wash up on a beach full of your idea clients.
Never. Gonna. Happen.
How a copywriter creates a communication strategy
As your copywriter, I’ll create a strategy that outlines:
- Who you need to reach
- The goal for each piece of writing
- The SEO keywords you’re going to target
- The mix of copy and content you need
- The call to action (CTA) for each piece of writing.
2. Assuming what your prospects already know
It’s unwise to assume anything when you’re writing content, but especially when it comes to your prospects’ level of knowledge and understanding.
Because they may not know as much as you think they do — and you could be pitching your content at the wrong level for them.
How a copywriter finds the right level
As your copywriter, I’ll spend a long time researching your ideal prospects. This research will include the problems they’re having, the language they’re using and the questions they’re asking.
All of this helps me to build a clear picture of the prospects you’re targeting and what they need from you.
I can then write the copy that appeals to those prospects and gives them exactly what they need.
3. Over-promising and under-delivering
Content that lures readers in by promising something, then doesn’t deliver it is tantamount to clickbait.
When you’re making a promise in your headline, you need to make sure your content fulfils that promise.
If you ask a question, you need to answer it fully. If you say you’re going to show your audience how to do something, show them the full process. If you’re promising 10 tips, make sure there are 10 tips.
How a copywriter delivers on their promises
As your copywriter I’ll plan out your content before I start writing. This means I’ll know roughly what the headline will be — and I’ll keep that in mind all through the writing process.
As a freelance copywriter who doesn’t work inside your business, I’ll be even more focused on making sure your content delivers for you — because that’s my job.
4. Focusing on what you want to say
When you’re writing copy it should be about what your audience wants to read. Because, if they’re going to read something voluntarily, there has to be something in it for them. In copywriting circles, we call this a ‘What’s In It For Me?’ (WIIFM).
Lots of companies get this wrong.
Some fill their blogs with company news, like projects they’re working on, new people they’ve hired and charity events they’ve hosted. This is often because they don’t understand what a blog is for, or what kind of content they should be posting on it.
Some are all ‘we, we, we’. They spend all their time talking about themselves — who they are, what they do, what they’re passionate about — and their prospects are barely even acknowledged.
And some fill their content with extraneous and irrelevant details that aren’t important to their audience.
How a copywriter finds the right focus
First, a copywriter will separate company news from blog content
Company news is typically something larger companies have. The audience for this is most likely to be investors, partners, affiliates, recruiters, job applicants and others with a vested interest in how the company operates. These articles can also be used for PR purposes.
If your company needs an outlet for this kind of news, it should be on a separate news page where those audiences can easily find it.
Blog content is for the benefit of your prospects and it should do things like:
- Answer their questions
- Give them information
- Educate them on relevant topics
- Show them how to do things
- Inspire them.
Second, a copywriter will write customer-focused copy and content
Customer-focused copy and content talks directly to your ideal customers. This makes them feel seen and understood.
If your copy is all about you and not about your audience, I can help you change that.
Learn how I write copy that focuses on your ideal customer >>
Third, a copywriter will use the ‘so what?’ test on their copywriting
If your prospect could read the copy and say “So what?”, they’re not going to care about it. If I find copy like this, I know I either need to amend it in a way that will make them care about it, or delete it.
For example:
❌ We’re passionate about making furniture.
So what?
✅ You’ll feel our passion for perfection on every surface and in every contour.
5. Using an inconsistent brand voice
Brand voice personifies a brand, giving it its own tone and personality. This makes the copy more human and engaging — like it’s a real person talking to you. This brand voice should be consistent across everything you write for your customers.
But some businesses get this wrong. Often it’s because they have several people contributing copy without any guidance on how it should be written or how it should sound. When that copy comes together, rather than sounding unified, like one person, it sounds like several different people.
How a copywriter ensures a consistent brand voice
There are a couple of ways a copywriter can help you maintain a consistent brand voice.
By writing the copy for you
If I’m writing your copy, I’ll ask you how you want your copy to sound. I’ll then be able to find your voice and use it across everything I write for you.
By creating a brand voice guide
If you’re planning to write your own copy in-house, or hire other writers to do it, I could write you a brand voice guide.
Using the guide, anyone who writes for your brand will be able to replicate your tone and language to get a consistent result.
6. Using jargon and insider language
Every business has its own language: an insider vocabulary consisting of abbreviated terms, informal titles, acronyms and industry jargon.
This is fine when it’s used in the confines of your business, with colleagues who know and understand the lingo, but what if it seeps into your content?
If your audience finds your content full of unexplained jargon they don’t understand, what will they do then?
How a copywriter uses the right language
As a freelance copywriter who’s never worked inside your business or industry, I probably won’t be aware of this language either.
If I find it, on your brief or during my research, I’ll check its authenticity before using it in your content. This means I won’t use unnecessary industry jargon, or made-up terms that don’t exist outside your business.
And if I need to use any official industry terms, I’ll add an explanation to keep your audience in the loop.
7. Not explaining things properly
When you know your subject as well as you do, it’s easy to omit important points and details from your content. But details that might seem unimportant to you could be vital to your audience’s understanding.
And terms that are commonly used in your industry might not be commonly understood outside it.
How a copywriter will explain it
Through meticulous research, I’ll gauge your audience’s level of understanding and pitch your copy and content at the right level for them. This will include full and thorough explanations where necessary.
If your audience has limited understanding of the subject matter, it will help to hire a copywriter who’s also starting from zero. If I have limited knowledge myself, I’ll ask all the right questions and educate myself as I’m educating your audience.
8. Getting the feature/benefit balance wrong
Let’s start with the obvious question: what’s a feature and what’s a benefit?
The feature is that your product has a 30-watt motor.
So what? Is 30 watts good? Why should your prospects care about that?
The benefit is that your product’s powerful 30-watt motor helps you get the job done in half the time.
The benefit should be your focus because this is what gives your prospects context and a reason to buy.
In some cases, mentioning the feature is also be important because it enables your prospects to compare similar products and find the right one for their needs.
How a copywriter will get the balance right
As your copywriter I’ve been trained to talk about benefits, so I’ll always put those front and centre. But I’ll also know when a particular feature needs a mention.
9. Not substantiating your claims
If you’re making claims, backing them up with evidence makes them credible.
❌ Unsubstantiated claim
Most people in the UK now have a smartphone.
✅ Substantiated claim
According to Deloitte, 90% of UK adults now have a smartphone and 95% use it daily.
In the substantiated claim, there should be a citation for the source of the information and a link to it.
How a copywriter will add credibility
Finding credible information online takes time. I’ll typically spend about 70-80% of my time doing the research for our content and only 20-30% actually writing it. Good copywriters research meticulously to find original sources for the information they’re using and making sure those sources are current and relevant.
10. Copying content from other websites
Let’s say you’ve decided to write your own web copy, but you’re not sure what to say, so you decide to look at your competitors’ websites for some inspiration.
You see your competitor has written exactly what you want to say, so you decide to copy that and paste it onto your own site, verbatim.
But this is a bad idea.
First, because it’s plagiarism and that could get you into trouble.
Second, because, depending on how much you copy, Google could view it as duplicate content, which could affect the ranking performance of your website.
Third, because it’s not helping to differentiate your business or brand from your competitor.
How a copywriter will make it original
As your copywriter, I understand the importance of brand positioning and brand identity. On an internet that’s increasingly being populated with robotic AI content, this will be especially important for brands going forward.
I’ll spend time studying the market and looking at your competitors. And I’ll look at all the ways your brand is special and different to help you find your specific USPs.
When I have that, I can create a distinctive brand voice that encapsulates your brand’s personality and values.
All this will help cement your brand’s position in the marketplace and help you stand out from your competitors.
11. Not formatting your content properly
There’s nothing more daunting for an online reader than solid walls of text with no breaks or headings. Yet I see this all the time on websites and blogs.
On a screen, it makes the content laborious to read and difficult to digest.
How a copywriter will format your copy
Digital copywriters are masters of formatting on-screen content, because they understand this content is skimmed rather than read.
As your copywriter I’ll write succinctly, using short paragraphs to give your content plenty of breathing space and relevant headings to introduce each section.
To break up the content further, I might use other formatting options, like bullet points, indented paragraphs and call-outs. This gives your readers some variety and helps to highlight some of the important takeaways from your piece.
12. Going in for the sale too quickly
Some websites start selling immediately and will try to close the deal before their prospects have even understood what they do.
“Buy now.”
“Wait a minute. What are you even selling?”
The homepage will have a heading, a short introduction, then a hard CTA immediately after it. And it’s way too soon to start selling.
What do I mean by a hard CTA?
A hard CTA will ask your prospect to do something that involves them making a firm commitment. Like one of these, for example:
❌ Buy now
❌ Contact us
❌ Create an account
❌ Book a strategy session.
How a copywriter finds the right moment
As your copywriter, I understand that if I’m going in for a sale with a hard CTA, I need to choose my moment. Too soon is like proposing marriage after the first date. Too late and I will have missed my chance.
Before I go in for the sale, I have to make sure your readers have all the information they need to make a decision.
I’ll probably start with a soft CTA that doesn’t require any commitment at all, like:
✅ Tell me more
✅ Show me how
✅ View services.
When I’ve given the reader enough information, I might go for an intermediate CTA, like:
✅ View pricing
✅ Sign up for a free trial
✅ Get an online quote in seconds
✅ Join our mailing list.
Then — and only when I’m sure the time is right — I’ll go in for the sale.
13. Writing copy that’s riddled with clichés
Clichés are overused phrases, which have become eye-rollingly dull and tired.
Think phrases like:
- Put a pin in it
- Think outside the box
- Get your ducks in a row
- We’ll cross that bridge when we come to it.
Not only are clichés dull, they’re also specific to language and culture, which isn’t very inclusive in our modern and diverse societies.
How a copywriter avoids the clichés
Copywriters avoid clichés like the plague. See what I did there?
The last thing a copywriter will want to be is stale. So clichés are a big no-no for us and we’ll find more imaginative and original ways to communicate your brand messages.
14. Poor spelling and grammar
Copy that’s riddled with spelling mistakes and grammatical errors will make your business look unprofessional and give the impression you don’t care about your audience.
How a copywriter avoids mistakes
As your copywriter I make my living writing — so I, more than anyone, appreciate the importance of making sure the spelling and grammar are correct. And I’ll take time over editing and proofreading my work to make sure it’s always up to standard.
15. Including things that should be a given
Things like good quality and good customer service should come as standard. These definitely aren’t selling points, but I’ve seen many websites describe them that way.
How a copywriter avoids stating the obvious
One thing I swear by is the ‘I should hope so’ test.
If your prospect could read a piece of your copy and think ‘I should hope so’, that means it should be a given. If I find I’ve written anything like that, I know I either need to be more specific or remove it.
For example:
❌ We give great customer service.
I should hope so!
✅ Get your money back if you’re not completely satisfied.
16. Waffling and not getting to the point
You know those annoying people who can turn a five-minute trip to the shop into a 20-minute story?
They waffle on and on — and by the time they get to the end, they’ve either forgotten what their point was or you find out they didn’t really have one.
Mmmm… waffles!
I digress.
Some companies waffle way too much on their websites. And they go all round the houses before they actually get to the point.
But on your website, your visitors aren’t a captive audience. And if they don’t want to read all your waffle, they’re free to leave whenever they want to.
How a copywriter avoids waffle
As your copywriter, I’ll know how to grab and hold your audience’s attention. I’ll know exactly what I need to say and the points I need to make. And I’ll write your copy clearly and succinctly, making every word and sentence count, so nothing is wasted.
Sometimes, I’ll make my point first, then go on to back it up. This means your audience gets the good stuff upfront and can decide how much of the back-up information they need to read.
17. Being clever at the expense of being clear
Using clever ideas and word play in your copy can be fun. But sometimes it becomes so contrived, the clarity of the message is lost.
When you’re writing copy, clarity is everything. If your visitors don’t feel clear about what you’re offering, they’re never going to buy it.
How a copywriter ensures clarity
As a copywriter, I love word play and creative ideas. But I also understand it’s a fine balance — and I’ll never use those things if I think it could compromise the clarity of your message.
18. Using passive voice rather than active voice
In writing, we have active voice and passive voice. They both refer to the grammatical composition of a sentence, but they can sound very different. Generally speaking, active voice is seen as informal, chatty and human, while passive voice is seen as more reserved and formal.
Businesses that want to be seen as serious and accomplished often gravitate to passive voice because they equate it with sounding more businesslike and professional. But, instead, they usually end up sounding corporate, standoffish and boring.
How a copywriter chooses which voice to use
Active voice and passive voice aren’t an either-or. Copywriters don’t just use one or the other, we follow the rules and use whichever is correct in the sentence.
In copy and content, active voice tends to be more prevalent than passive voice. This is because it’s clearer, more human and more engaging to read, so it connects with your audience more easily.
Read my article: The difference between active and passive voice >>
19. Not including a CTA or CTV
A CTA is a Call To Action. A CTV is a Call To Value. And you should have at least one or the other on every page of your website and on every blog article.
A CTA prompts some kind of action from your reader, like:
✅ Add to cart
✅ Sign up
✅ Read more.
A CTV goes one step further and also promotes the value you’re offering, like:
✅ Get your free account and start creating today
✅ Buy now for instant peace of mind
✅ Sign up and start saving with an exclusive 50% discount.
But some websites and blog articles lead visitors to a dead-end with nowhere else to go.
How a copywriter includes a CTA or CTV
As your copywriter, I know the value of the CTA/CTV. It’s the most important point of a web page and everything I write will be leading up to it.
20. Not checking your copy before you hit ‘publish’
Some businesses have copy and content on their website that was clearly created in a rush and published without being checked. Among the things I’ve seen are:
- Sentences and paragraphs left unfinished
- Duplicated paragraphs
- Links that don’t go anywhere
- Lorem ipsum placeholder text
- Notes the writers had left for themselves.
The list goes on. But all these things could have been avoided if the copy had been checked over properly.
How a copywriter quality checks their copy
I write up my first draft then leave it — usually overnight. This gives me the distance I need to come back to it and look at it objectively.
When I see it with fresh eyes, I can tidy it up and resolve any issues I find before sending it to you for approval.
Need a copywriter?
If this post has made you realise the value a copywriter can bring to your project, maybe you’ve changed your mind about writing your own copy. And maybe I can help.
I’m Jenny Lucas, a freelance website copywriter and content writer with more than 14 years’ expertise in writing SEO copy and content that converts.
For more information and to see samples of my work:
Read more about working with me >>
Get in touch >>
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