As a business owner, staying on top of everything can feel like three full-time jobs. To survive and grow, you have to decide every day what to focus on and what to let slide.
Inevitably, some things you’d like to do get pushed into piles labeled “later” or “good enough.”
For many small businesses, their website’s marketing copy falls into the "good enough" pile.
And that’s a tragedy, because…
Bad copy is expensive.
It confuses your potential customers and invites them to click away to the next business on the list. Chances are, they’ll end up choosing someone whose product or service is no better than yours: they just did a better job of talking about it. The good news? Most failed copy makes the same handful of mistakes over and over. Once you learn to avoid them, your message will immediately stand head and shoulders above competitors who haven’t, giving you the edge and turning more of your visitors into loyal customers.
Here they are. How does your website measure up?
Deadly Sin #1: Playing the Hero
Many business owners write their website content like a resume, listing achievements, certifications, and history.
But here’s the harsh truth:
Your customers don’t care about you.
They care about how you can solve their problem.
Quick, scan this article and see how many times we’ve mentioned ourselves so far.
(Hint: this is the first time.) Now count how many times we mentioned you.
This article is focused on you, because that’s what you want to read about. You care about what you want, what your business needs and you want to know what’s in it for you. Your customers and prospects feel the same way.
Typical Copy: At South City Roofing, we care about your satisfaction and work hard on each and every job to earn it. We're fully certified to repair roofing in the state of Georgia. For more information about our certifications, please contact us today. We'll answer any questions you may have and offer you a free estimate on our services.
What’s wrong with this? It’s all about the company, not the customer.
Think of the last time you got stuck in a conversation with someone who wouldn’t stop talking about themselves. That’s how most people feel when they read the quote above.
The Fix: Shift the focus to your prospect.
Improved Copy: Nothing’s worse than spending thousands of dollars on a roof repair, just to have new leaks a few months later. To make sure your problem is really fixed, our state-certified contractors use a proven system on your roof that outlasts the code-mandated minimum by 37–49 percent. You can learn more about how it works on the “Repairs” page, or call for a free, no-obligation estimate.
Takeaway: Your website should make your customer the hero, not you. Position yourself as the guide who helps them solve their problems.
Deadly Sin #2: Proposing on the First Date
If you’re married, dating, or ever had a love interest, you’ll never forget how you met. Maybe you bumped into each other at an event, realized you had a lot in common, and ended up chatting all evening.
What you didn’t do is drop to one knee right there and propose marriage.
Too many small businesses propose on their first date and immediately push for the sale.
Typical Copy: Welcome to Gregory Excavating! Call us for a quote now!
What’s wrong with this? A cold visitor from Google isn’t ready for that level of commitment. A lot of people encounter you for the first time and don’t trust you enough to spend a bunch of money with you right away, so don’t pressure them to buy.
The Fix: Offer valuable content as a free resource and a no pressure way to stay in touch.
Improved Copy: Not sure what type of excavation you need? Download our free guide to choosing the right service for your project. When you're ready, we’ll be here to help.
Takeaway: Warm them up first. Offer value that builds trust and keeps leads engaged instead of bouncing away.
Marketing is a relationship. Take it easy, don’t be creepy, and you’ll lay the foundation for a long and profitable friendship.
Deadly Sin #3: Sounding Like Everyone Else (Wearing a Mask)
Think about the companies you love doing business with the most. Why are you so loyal to them? Lots of reasons probably, but chances are, they’re just different from competition in a way that speaks to you.
As a down-to-earth, human-scale company, it’s much easier for your small business to develop the kind of unique, authentic personality customers fall in love with.This is a key advantage you have over a big corporation.
That’s why it’s so tragic when small businesses drown their loveable quirks in marketing copy that sounds like everyone else.
Typical Copy: We provide high-quality digital marketing services tailored to your business needs.
What’s wrong with this? You’ve read it so often, your eyes probably glazed over before you were half-way through.
The Fix: Be your own offbeat self. Highlight what makes you different and talk about it.
Improved Copy: Ready to own a website that draws your dream customers like moths to a light (and leaves the others for your competition)? Yes, we stole that line…from our own About page. Hey, we try to practice what we preach here!
Takeaway: Have the courage to drop the mask. Tear up the “businessy” marketing jargon. Let your brand’s real personality shine through.
Deadly Sin #4: Chatting Up Robots - Selling Features, Not Benefits
Features tell. Benefits sell. If your website lists specs, pricing, and product details without explaining why it matters, you're losing leads.
The average small business website or brochure spends almost all its space talking about the specs and features of what they offer. This seems like common sense, but it’s a costly mistake. Because we humans aren’t robots or calculators. We’re just not as rational as we think we are.
Countless psychological experiments confirm that it's emotion, not reason, that drives most of our choices.
People decide what they want, then they look for reasons to justify their choices. Features only become important after your prospect decides they like you and your offer.
Typical Copy: Our SEO services include keyword research, backlink building, and on-page optimization.
What’s wrong with this? Blah, blah, blah, how will this make my life better?
The Fix: Connect with people’s deepest desires first. Show them how their life could be better. Then explain how your offering makes that possible.
Improved Copy: Rev up your business and spend less time in the office. Our SEO strategy puts your lead-gen on autopilot so you can focus on closing deals.
Takeaway: Features tell. Benefits sell. Show your prospect how you can change their life. Highlight emotional benefits instead of surface features.
Next time you’re about to write a headline or describe a feature, pause and ask yourself “So what?” Do this until you uncover the real motivation that drove your prospect to you in the first place.
People are not robots. Your prospects feel your message first and think it through afterward. Show them how you can meet their foundational needs, and they’ll be eager to learn more about your features.
Deadly Sin #5: Forgetting to Listen
If you stay alert, some of your finest marketing insights will come from your customers’ mouths.
We can’t give you an example of this, because this mistake is all about what’s not there. Instead of brilliant copy that resonates with the words your ideal customers actually use, there’s a sad empty void, littered with the husks of missed opportunities.
One of our favorite parts of the work we do here at Bonflare is sitting down with small business owners like you in discovery meetings and hearing what drives you.
Many of our clients already have a website, brochure, or other marketing materials. And when we compare their existing copy with the gold mine of material from the client interview, something odd jumps out almost every time.
Small businesses know the real reasons their customers love them, but they often aren’t talking about that in their marketing copy. Their customers are telling them the exact aspects of the business that delighted and surprised them. This is marketing gold. Yet their website never mentions it.
Make a point to remember the specific things your customers say make your business special, and talk about those in your copy.
The Bottom Line
These five mistakes can quietly drain your website’s potential. Fix them, and you’ll instantly multiply your odds of connecting with people who will love what you do and come back over and over
They’ll choose you because they’ll instantly feel that you understand their needs and you can solve their real problems.
If all this sounds like a lot of work to you, you’re right. The principles are simple, but applying them takes time, effort, and experience. If you’d rather have our team of expert writers tackle it for you, we’ll be happy to take a look and share our recommendations.