Is Your Website Sending the Wrong Message? How to Fix Confusing Copy
You might have the best product or service in your area. But if your website messaging is off – confusing, vague, or just not quite clicking – you’re losing potential customers before they even pick up the phone.
And the tricky part? Most small business owners don’t realise it.
If you’ve ever wondered why your site isn’t converting visitors into enquiries, it might not be your design or SEO. It might just be the words.
Here’s how to spot confusing website copy – and what to do to make your message crystal clear.
What Does “Confusing Copy” Actually Mean?
It’s not that your copy is wrong, exactly. It’s that it doesn’t clearly answer the questions your visitors are asking themselves as soon as they land on your site:
- “What is this?”
- “Is this for me?”
- “Why should I trust them?”
- “What do I do next?”
If you don’t answer those questions in the first few seconds, people click away. They get confused. They get bored. Or worse – they assume you don’t offer what they need.
Signs Your Website Copy Isn’t Working
Here’s what I see all the time on small business websites across Hampshire and Surrey:
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It’s All About You
Lots of “we”, not much “you”.
Visitors don’t care (yet) how long you’ve been in business. They care what you can do for them.
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No Clear Headline
The first thing visitors see should explain exactly what you do, who you help, and what they’ll get – in plain English.
If it says something vague like “Innovative Digital Solutions”, you’re losing people.
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It’s Trying to Be Too Clever
Wordplay is great – if it helps people understand. If it’s there to sound fancy but adds confusion, bin it.
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It’s Too Long or Too Short
Walls of text with no subheadings are overwhelming. But one-line home pages with zero explanation leave people lost.
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It Has No Obvious Next Step
You might think your “Contact” button is obvious. But does your site actually invite people to take action – and tell them what to expect?
How to Fix It – Without Hiring a Copywriter
You don’t need to be a professional writer to get your message across. You just need to get clear.
Here’s how:
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Start With the Customer
Imagine your ideal customer has landed on your home page. What are they worried about? What do they need help with? What’s frustrating them?
Speak to them, not about you.
For example:
Instead of: “We’re a leading provider of custom kitchen installations.”
Try: “Tired of fighting with a cramped, outdated kitchen? We design and install beautiful, practical kitchens across Hampshire.”
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Use a Clear, Strong Headline
Tell people what you do – straight away.
Try this formula:
[What you do] for [who you help] in [location]
Example:
“WordPress websites for Hampshire businesses who want a site that actually works.”
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Break Up the Text
Use subheadings, bullet points and short paragraphs to guide people through the content. Make it easy to skim.
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Focus on Benefits, Not Just Features
Your website might say:
- “We install double glazing”
- “We offer 24/7 support”
- “Our solutions are scalable”
That’s fine. But take it a step further:
- “Keep your home warm and your bills low with energy-efficient windows.”
- “We’re on call when you need us – even on Sunday.”
- “Start small and scale as your business grows.”
People buy benefits.
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Make the Next Step Obvious
Add friendly, clear calls to action:
- “Get a free quote in 24 hours”
- “See examples of our work”
- “Let’s have a quick chat”
Tell people what to do and what they’ll get. No guessing required.
A Quick Exercise: Your 10-Second Test
Look at your home page and answer this:
- Can a stranger understand what you do in 10 seconds?
- Can they tell if it’s for them?
- Can they see what to do next?
If not, your copy needs work – and it doesn’t have to be complicated to fix.
What You Can Do Next
Take 30 minutes and read through your own website like a customer.
If it feels vague, wordy, or off-message, tighten it up using the tips above. Or – drop me a message. I’ll take a quick look and give you honest feedback, no strings attached.
Because sometimes a fresh pair of eyes (and plain-English advice) is all it takes to get your website working harder for you.