You’ve spent time (and probably money) on your website. It looks nice. It loads quickly. You even remembered to add your logo to the footer.

But if your visitors are landing on your site and quietly disappearing without buying, signing up or getting in touch… then it’s worth asking:

Is your copy doing its job?

Website design gets all the glory, but the words are what really do the heavy lifting. Great copy doesn’t just sound good. It guides, reassures, and converts. It helps people understand who you are, what you do, and why they should care.

So how do you know if your website copy is pulling its weight?

1. It’s not clear what you actually do

If someone lands on your homepage and has to play detective to understand your business, they won't. They'll leave faster than you can say "bounce rate."

I see this all the time: beautiful websites where the headline says something like "Innovative solutions for modern challenges" and I'm left thinking... but what do you actually do?

Fix it:
Your headline should pass the 5-second test. Someone should land on your page and immediately know what you do and who you help. Try this format: "We help [specific people] with [specific problem] so they can [specific outcome]."

Instead of "Cutting-edge business solutions," try "We help overwhelmed restaurant owners streamline their ordering process so they can focus on creating amazing food."

See the difference? Suddenly, restaurant owners know exactly whether this is for them.

2. You sound like a corporate robot (or every other business in your industry)

When I audit websites, I play a little game: cover the logo and see if I can tell one business from another. Too often, I can't.

If your site is peppered with phrases like "leading provider," "best-in-class solutions," or "we leverage synergies to optimise outcomes," you're hiding in a sea of beige business-speak.

Fix it:
Ditch the jargon and sound human. Use the words your actual customers use. Talk about problems they recognise and solutions they can picture.

Here's a real example from a client: we changed "We provide comprehensive financial solutions tailored to your unique requirements" to "We help busy business owners sleep better at night by sorting out their books, taxes, and cash flow."

Guess which one gets more enquiries?

3. There’s no clear next step

You've got someone interested enough to read your page. They're nodding along, thinking "Yes, this sounds exactly like what I need!" And then... nothing. No clear direction on what to do next.

This breaks my copywriter heart because you were so close.

Fix it:
Every page needs a clear, confident call to action. Not buried at the bottom in tiny text, but prominently placed and impossible to miss.

Skip the wishy-washy "Feel free to reach out if you'd like to discuss your needs." Instead, try:

• "Let's chat about your project"
• "Book your free strategy call"
• "See how we can help"

Make it specific, make it easy, and tell people exactly what happens when they click.

4. It’s all about you (when it should be about them)

I get it – you’re proud of your awards, your 20 years of experience, your state-of-the-art process. But your website visitors don't care about your accolades until they know you understand their world.

Fix it:
Flip the focus. Start with their problem, their frustration, their goal. Show you get their situation before you talk about your solution.

Count how many times you use "we" versus "you" on your homepage. If "we" wins by a landslide, you've got some rewriting to do.

Instead of starting with "We are a leading consultancy with 15 years of experience," try "Tired of software that promises the world but delivers headaches? You're not alone."

5. It’s trying too hard to be clever

You wanted to sound professional, so you added buzzwords, jargon, or rhyming slogans. The result? It’s hard to read, and even harder to care about.

Fix it:
Be clear first, clever later. Plain English is powerful. The goal is connection, not confusion. Write like you talk, on a good day. Clear, confident, and genuinely helpful. If you wouldn't say it out loud to a potential customer, don't put it on your website.

The ultimate test: read it out loud

Still not sure if your copy is working? Here's my favourite trick: read your homepage out loud. If it feels awkward, robotic, or like someone else wrote it, that's your answer.

You want it to sound like you - professional, yes, but still recognisably human. The kind of person someone would want to work with.

When your website copy isn't working, everything else suffers

When your website copy isn't doing its job, it doesn't matter how much you spend on ads, social media, or networking. You're sending people to a site that can't convert them.

It's like having a beautiful shop front but no sales assistant inside to help customers find what they need.

Ready to turn your website into your hardest-working sales tool?

If you've read this far and thought "Ouch, that's my website," don't panic. The fact that you recognise the problem means you're already halfway to fixing it.

I'm Julie from Calm Seas Marketing, and I specialise in helping businesses cut through the noise with website copy that converts. Whether you need a complete rewrite or just want someone to sense-check what you've got, I'll help you find the words that work.

Book a no-pressure chat for some advice

Because when your copy works, everything else gets easier.