4 Copywriting Mistakes That Are Killing Your Conversions

When it comes to online sales, these copywriting mistakes can cost you big.

Many businesses create amazing products and ads, but still fail to convert. Why?

Because their words don’t connect.

Let’s break down four common copywriting mistakes (with real-life examples) and how to fix them.

Copywriting Mistake #1

Not Knowing Who You’re Talking To.

Think of your customers as a set of pens on a table.

If you speak while looking at all of them at once…

a. either you’re squinted, or
b. none of them truly know if you’re addressing them.

But when you have your eyes at one, i.e., single out your ideal customer, everything changes.

That one person feels, “This message is for me.” And that’s when the sale happens.

Takeaway: Write as if you’re speaking to one customer, not a crowd.

Copywriting Mistake #2

Lack of Sentence Variety.

Some say copy should always be short. Others say longform copy is better. The truth? Neither works alone.

Too many short, punchy lines in a row feel choppy. Too many long paragraphs feel boring.

The secret is a mix of both.

A short line grabs attention. A longer one builds depth. Together, they keep readers engaged.

Takeaway: Balance punchy lines with longer sentences for maximum impact.

Copywriting Mistake #3

Misusing Jargon

A lot of people think jargon always kills conversions. But that’s not true.

Used correctly, jargon can actually build trust.

Imagine explaining ABCs to someone who already speaks English, it feels insulting.

The same goes for your audience. If they’re knowledgeable, use industry terms they understand, even if others call it jargon!

Takeaway: Know your reader. Use jargon if they’ll get it, but keep it clear if they won’t.

Copywriting Mistake #4

Being Too Perfect With Grammar.

Yes, grammar is important, especially for big brands, for clear communication, and for your reputation.

But being overly stiff with perfect grammar can make your copy sound robotic.

Sometimes, bending the rules adds personality and creates a stronger connection.

Creative wordplay, casual phrasing, even the occasional slip can make your content feel more human.

Takeaway: Be grammatically correct, but don’t be afraid to play with words. Be bold. Be creative.

Final Thoughts

Conversions greatly depend on how you sell it, which ultimately depends on your copywriting.

If your copy checks off the following list, it’ll probably hit home.

• Speaking directly to your ideal customer, one at a time.
• Using jargon where it’s understood; builds familiarity and trust.
• Varying your sentence flow. Give a speech, but have some tease.
• Following grammar, but please be bold, creative, and experimental.

If you manage to get all the aspects within your copy, voila! You’ve written copy that connects and converts.

Want a little more help with your copywriting? Check out our other copywriting tips that boost conversions.