Why Your Copy Sucks - and It’s Not the Words

if your copy isn’t getting results, your first thought will probably be, “The copy must be bad". Maybe... But even copy from the best wordsmith in the world won’t convert if your strategy is broken.

Great copy doesn’t live in isolation - it’s part of a bigger picture. Without the right foundation, even the snappiest headline or cleverest tagline will fall flat.

Let’s break down the real reasons why your copy isn’t converting - and what to do about it.

1. Your Brand Voice is All Over the Place

Consistency is key. If your website sounds corporate, your emails are overly casual, and your social media tries to be funny, your audience is left wondering: Who even are you? A scattered voice dilutes trust and makes it hard for anyone to connect with your brand.

💡 The fix? Nail down your brand voice. Whether you’re bold, friendly, or straight-to-the-point, stick to a tone that feels authentic across all channels.

2. You’re Trying Too Hard to Be Clever

Wordplay and quirky metaphors are fun - until they get in the way of clarity. If people have to re-read your copy to figure out what you’re saying, you’ve already lost them.

💡 The fix? Prioritise clarity over cleverness. Write like you’re explaining something to a friend. If your message isn’t instantly clear, rewrite it.

3. You’re Ignoring the Power of Visuals

Even the best-written copy can flop if it’s buried in a wall of text. We live in a visual world, and your audience expects to skim, scan, and absorb information quickly.

💡 The fix? Break it up. Use subheadings, bullet points, and white space to guide the reader’s eye. Pair your copy with strong visuals that reinforce your message.

4. Your Headlines Aren’t Pulling Their Weight

Your headline is the first thing people see. If it doesn’t grab their attention immediately, they’ll scroll right past.

💡 The fix? Spend as much time on your headline as the rest of your copy. Make it intriguing, specific, and impossible to ignore.

5. You’re Writing for Yourself, Not Your Audience

I get it - you’re excited about your product or service and proud of your acheivements. But all you audience care about is their needs. Copy that’s all about you misses the mark completely.

💡 The fix? Write with your audience in mind. Shift the focus from 'what you do' to 'why it matters to them'.

The Bottom Line

If your copy isn’t working, take a step back and look at the bigger picture. Are you speaking clearly? Is your message visually engaging? Are you putting your audience first?

Fix these cracks in the foundation, and your words will finally do what they’re supposed to: connect, persuade, and convert.