Why your website copy isn’t working – and how to fix it

You’ve poured time, energy, and money into your website. It looks great. The photos are on-brand. The colours feel just right. You’ve launched with a hopeful sigh of relief… but something’s not clicking.

People visit, but don’t stick around. You’re not getting the enquiries you expected. The compliments come from friends but not customers.

So what’s going wrong?

More often than not, it comes down to one thing: your copy isn’t doing its job

And no, that doesn’t mean you’re a bad writer or that your business isn’t good enough. It just means your words aren’t quite pulling their weight yet.

(Writing words that are pulling their weight is “conversion copywriting” - read this blog to find out more about what conversion copywriting is all about :)

Here are five of the most common website copy mistakes, and what you can do to sort them. (We’ll also talk about where AI fits in. Spoiler: it’s not at the start.)

Problem 1. You’re talking to everyone, so you’re connecting with no one

Let’s say you’re a life coach. You write, “I help people reach their goals and live their best life.” Sounds fine, right?

Only… it’s not really saying anything specific. Who exactly are these people? What kind of goals? What problems are they facing? Why should they choose you?

Vague, broad messaging is a comfort zone. But it’s also a conversion killer.

Fix it:

Write for one person. Get clear on:

  • Who they are (beyond age and gender).

  • What they’re struggling with (and why).

  • What they want instead (the achievable dream).

  • How you can get them there.

And if you’ve got more than one type of client? What do they have in common? Make sure they’re united by a common goal or problem to help keep your connections strong. 

How AI can help:

Use AI to roleplay your ideal client. Feed it a description of who your customer is and ask it to respond to your homepage. Would they feel understood? What questions would they still have?

Problem 2. It’s all about you (and not in a good way)

“We’re passionate about what we do.”
“We’ve been in business for over 10 years.”
“We offer a range of services…”

Here’s the hard truth: your clients don’t care. They care about themselves. What they’re feeling. What they need. What they want to achieve.

When your website copy focuses too much on your business and not enough on their problems, it creates a disconnect.

Fix it:

Start each sentence that begins with “we” or “our” to focus on your client. 

Then, if you have to talk about you, flip every feature into a benefit. Ask “so what?” and “which means…?”
Example:

  • We build custom websitesYou get a site that works how you want it to—and brings in better leads.

How AI can help:

AI is great at flipping sentences from business-focused to client-focused—but only if it understands the context. Feed it before-and-after examples in your voice, or ask it to apply the “which means…” rule.

Problem 3. There’s no clear next step, so people don’t take one

Let’s imagine someone’s landed on your homepage. They like what they see. They’re nodding along. They’re interested.

And then… nothing.

There’s no clear call to action. Or maybe there are five, and they’re not sure which one to pick. So they do what most people do when faced with friction: they leave.

Here’s a true example - A few years ago, I wanted to join a networking group. I visited, I met people, I liked it. So I went to the website to find out how much of an investment it was going to be. Could I find that information? NO! Nowhere on the website could I find the cost of joining. What did I do? Left. I joined another group where I could easily find the information I wanted. I’m still a member, 6 years later.

Fix it:

Give people one clear next step. Not none, not 10. Just one.

Think about what they need and want to know next.
Make it obvious. Make it specific. Make it sound like something they want to do.

Here’s an example for a call to action button - Instead of “submit”, try:

  • Book a free call

  • See our packages

  • Start your project

Think about where they are in their decision-making process. Are they just curious? Comparing options? Ready to buy? Your next step should match their mindset.

How AI can help:

AI can brainstorm dozens of call to action button ideas in seconds, but the best ones will come from your understanding of your customer. Use AI to generate variations and test the ones that feel most natural.

Problem 4. You’re trying too hard to sound ‘professional’ - and end up losing your voice

We’ve all done it. You sit down to write your website copy and suddenly you’re using phrases like “solutions-based framework” and “leveraging synergistic opportunities” when, really, you just help people get stuff done.

Trying to sound professional often leads to cold, generic, lifeless copy. You lose the human connection, and your readers tune out.

Fix it:

Write how you speak - just the edited version.
Use contractions. Drop the jargon. Say what you mean in plain English.

If you’re a bit cheeky, be cheeky. If you’re warm and nurturing, let that show. People buy from people. And the best kind of “professional” is the kind that’s clear, helpful, and real.

How AI can help:

Once you’ve got a rough draft, AI can help you reword it to match your tone. But be specific. Don’t just say “friendly” or “conversational.” Give it real examples of how you write elsewhere (your social posts, emails, or DMs). Better input = better output.

Problem 5. You’re using AI to write your copy—before you’ve figured out your message

This one might ruffle feathers, but it needs to be said.

If your offer isn’t clear, your audience isn’t defined, and your message is fuzzy - AI won’t fix that. It’ll just generate more fuzzy content. Maybe with better spelling.

Fix it:

Use AI after you’ve done the thinking, not before. You still need to:

  • Understand your ideal client.

  • Know what you’re selling.

  • Be clear on what makes you different.

  • Decide the journey you want your visitor to take.

By all means use AI to help you brainstorm the answers to these questions. But YOU (not Chat GPT) has to make the final decision about who your client is and how you’re selling it. 

AI is amazing at helping you build on a solid foundation. It’s not so great at creating one from scratch.

Start by doing the messy human work of figuring out your message. Then use AI to help you shape it.

A line worth repeating:

AI won’t fix a fuzzy message. It’ll just generate more of it.

Kat’s Final thoughts: You don’t need to scrap everything—just get clearer

If your website copy isn’t converting, you don’t need to burn it all down. Start small:

  • Pick one page.

  • Tighten your message.

  • Add a clear call to action/next step.

  • Shift the focus to your reader.

  • Sound like yourself.

Then rinse and repeat.

And if you’re using AI to help, brilliant. Just remember: you drive the message. AI supports it.

Ready to get your words working for you?

If your copy is feeling a bit “meh,” I can help you make it magnetic.
Let’s turn fuzzy into focused and frantic into collected.

Or, if you’re DIYing with AI, grab my free AI Prompt Cheat Sheet to make sure your next prompt actually works.

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