Your website copy is driving away the exact people you want to attract. Harsh? Maybe. True? Absolutely.
I’ve audited hundreds of B2B websites, and the copy problems are so predictable I could create a bingo card. Generic buzzword soup. Keyword-stuffed nonsense that reads like a robot wrote it during a breakdown. Service descriptions that tell me nothing about what you actually do.
Why bad copy is costing you customers
Your website copy problems are doing real damage to your business performance. Here’s what that damage looks like.
Let’s talk numbers. You’re ranking well for your target keywords, but 80% of visitors bounce within seconds because your homepage copy is impenetrable corporate waffle. That’s not a technical SEO problem – that’s a copy problem that’s destroying your organic traffic value.
Your sales team is working overtime to explain what you do because your website failed to do the job. Prospects are choosing competitors not because they’re better, but because their copy actually makes sense.
High bounce rates signal content problems
High bounce rates aren’t just vanity metrics. They’re Google’s signal that your content doesn’t match what people are looking for. When someone searches for “IT support Birmingham” and lands on your homepage that talks about “leveraging synergistic technology solutions to optimise operational efficiency,” they’re gone faster than you can say “call to action.”
Traffic without conversions means copy failure
You’re getting traffic. People are finding your site. But they’re not converting because your copy doesn’t tell them what to do next, why they should care, or how you solve their actual problems.
Four copy mistakes that drive visitors away
Most B2B websites make the same predictable mistakes that turn potential customers into bounce statistics. These four crimes against copywriting are probably happening on your site right now.
Meaningless homepage introductions that say nothing
“Welcome to our website. We are a leading provider of innovative solutions that help businesses achieve their goals through cutting-edge technology and exceptional service.”
What do you actually do? No idea. Who do you serve? Mystery. Why should I care? You haven’t told me.
What’s happening: You’re trying to sound professional and ended up sounding like everyone else. Your homepage has become generic wallpaper that visitors’ brains automatically ignore.
Service pages stuffed with business jargon
“Our comprehensive consulting services leverage best-in-class methodologies to deliver scalable solutions that drive measurable results across multiple verticals.”
Brilliant. I still don’t know if you can help me with my specific problem.
What’s happening: You’re hiding what you actually do behind a wall of business jargon. Potential clients can’t figure out if you’re the right fit, so they go elsewhere.
Keyword stuffing that destroys readability
“Leeds web design company providing web design services in Leeds for Leeds businesses seeking professional web design solutions.”
Reading this out loud should be illegal.
What’s happening: Someone told you to include your keywords, so you’ve wedged them in everywhere possible. Now your copy reads like it was written by someone having a stroke.
About pages with zero personality
“Founded in 2015, we have extensive experience delivering solutions to clients across various industries. Our team of experts is committed to excellence and customer satisfaction.”
Who are you people? Why should I trust you with my business?
What’s happening: You’ve written an About page that could belong to literally any B2B company. It tells me nothing about who you are, why you started the business, or what makes you different.
Copy problems you might be missing
Beyond the obvious disasters, there are subtler copy problems that are just as damaging to your business. These issues fly under the radar but still push potential customers toward your competitors.
Your copy doesn’t match what people actually search for
Someone searching for “CRM implementation” wants to know if you can help them set up a CRM system. Your service page talks about “optimising customer relationship ecosystems through strategic technology integration.”
They’re looking for practical help. You’re offering corporate poetry.
You’re solving problems nobody actually has
Your copy focuses on what you think sounds impressive rather than what your customers actually worry about. You talk about “digital transformation” when they just want their email to work properly.
Social proof is buried where nobody can find it
Your case studies are buried three clicks deep, and your homepage doesn’t mention a single client success. Meanwhile, your competitor’s homepage leads with “We helped TechCorp reduce costs by 40% in six months.”
Contact forms create conversion roadblocks
Your visitor wants to speak to someone. Your contact page has a form with 12 required fields and no indication of what happens next. They’ll call your competitor instead.
How to write copy that converts and ranks
Good SEO copy isn’t about choosing between search engines and humans – it’s about creating content that serves both. Here’s how to write copy that actually works.
Start with real problems your customers face
Instead of: “We provide comprehensive HR solutions.” Try: “Struggling with employee handbooks that nobody reads? We write HR policies that actually make sense.”
People don’t buy solutions. They buy fixes for specific problems that keep them awake at night.
Use language your customers actually speak
Stop trying to sound clever and start sounding helpful. If your customers call it “staff training,” don’t call it “human capital development initiatives.”
Check your customer service emails. Sales call notes. What language do people actually use when they describe their problems?
Show specific results instead of making claims
Instead of: “We deliver exceptional results.” Try: “Last month, we helped a Nottingham accounting firm reduce their client onboarding time from two weeks to three days.”
Specific beats generic – make that your mantra when writing your website content.
Make your next step crystal clear
Every page should answer: “What should I do now?” Whether that’s reading another page, downloading something, or picking up the phone, make it crystal clear.
SEO copywriting basics that actually work
The technical side of SEO copywriting isn’t complicated, but it does require getting a few fundamentals right. Focus on these basics and ignore the overcomplicated nonsense.
Include keywords naturally without stuffing
Yes, you need to include your target keywords. No, you don’t need to sound like a broken record. Use variations. Use synonyms. Write like a human being who happens to know their industry.
Structure content for scanning and reading
People don’t read websites. They scan them. Use headers, short paragraphs, and bullet points to make your content digestible. Long blocks of text are where visitors go to die.
Link to helpful resources when relevant
Link to related services and helpful resources, but only when it genuinely helps the reader. Don’t just link for the sake of SEO – link because it adds value.
Quick fixes for common copy disasters
You don’t need to rewrite your entire website to see improvements. Start with these high-impact changes that you can implement quickly.
Transform your homepage introduction
Replace your generic intro with a clear statement of who you help and how. “We help Bristol manufacturers reduce equipment downtime” beats “We are a leading maintenance solutions provider” every time.
Rewrite service pages around customer problems
Start each service page with the problem you solve, not the service you provide. “Tired of chasing invoices? Our accounts receivable management gets you paid faster.”
Add personality to your about page
Tell the story of why you started the business. What problem were you trying to solve? Why should people trust you? Make it about the reader, not just about you.
Test your copy with this simple audit
Want to know if your copy is working? These quick tests will tell you everything you need to know about your website’s effectiveness.
- Read your homepage out loud. Does it sound like something a real person would say? If not, bin it and start again.
- Ask someone outside your industry to explain what you do based on your website. If they can’t, your copy isn’t working.
- Check your bounce rate for key landing pages. If it’s above 60%, your copy is probably the problem.
Stop making excuses and start fixing your copy
“But our industry is different.” No, it isn’t. People are people, and they want clear information that helps them make decisions.
“Our customers expect professional language.” Professional doesn’t mean incomprehensible. A heart surgeon can explain what they do without using medical jargon.
“We need to sound corporate.” Corporate doesn’t mean boring. It means trustworthy, reliable, and competent – none of which require sacrificing clarity.
Your copy is either helping your business or hurting it. There’s no middle ground. Every word on your website is either moving prospects closer to buying or pushing them toward your competitors.
The choice is yours. But your website visitors have already made theirs – they want copy that makes sense, solves their problems, and tells them exactly what to do next.
Time to give them what they want.
Fed up with choosing between copy that ranks or copy that converts? You shouldn’t have to pick. Let’s talk about SEO copywriting that does both jobs brilliantly.
