Let’s start with the obvious: your website is important. It’s your first impression. Your storefront. Your hardest-working salesperson.
And if you’re working with Inkling Design, you know it’s going to look great and you’ll be proud to tell people about it. (I should know – they did mine!) But even Inkling Design-level design cannot save weak copy.
Design gets attention. Copy drives action.
You need both.
So if your website looks great and isn’t getting the results you wanted, you might be making one of these common mistakes that I see all the time.
Let’s go through them one at a time. For each, I’m going to give some tips on how you can fix it. I’ll even give you a ChatGPT prompt that can help you get started because while ChatGPT shouldn’t replace your copywriter, it does give good feedback.
(But if you’re too busy for that, or want an objective, professional pair of eyes – that’s what I do!)
You’re leading with welcome instead of a clear value statement
The average internet user has an attention span of about 8 seconds.
That’s it.
So if you’re starting off with
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- Welcome to my site!
- I’m so glad you’re here!
- We were founded in 2020…
That’s nice. But you have 8 seconds and frankly, nice isn’t going to cut it.
Start with a clear, outcome-focused headline. In just a few seconds, your visitor should know:
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- what you do,
- who you do it for, and
- why they should care.
If you’re wondering where your website falls, try this ChatGPT prompt:
You are a [describe your ideal audience] visiting my website for the first time. This is the first sentence of my home page: [paste it in].
Does the first sentence of my homepage clearly explain what I do and who my audience is within the first few seconds? Based on only that text, what assumptions would you make, as a first-time visitor? Would you feel compelled to keep reading, and what would make you hesitate?
You’re talking about yourself too much
Think of it like a date – you don’t want to go on and on about yourself. Too much “I do this and think that” is a red flag.
Your audience wants to know what’s in it for them.
So, go through your website, and see how you can focus more on your reader. Instead of, “I provide this”, focus on “you will get this.”
Here’s an example: We are Inkling Design and we design beautiful websites.
Let’s flip it and focus on the reader.
How about, “You’ve outgrown your DIY website and now are ready for a website that matches the business you’ve built.”?
Want to see how your website reads? Here’s another ChatGPT prompt to help you identify any problem spots:
In the following copy, how often do I use ‘I,’ ‘we,’ or ‘our’ compared to ‘you’ or ‘your’? Does this make the copy feel more focused on me or on my potential client? Based on what’s written, have I clearly communicated the value to the reader?
Your call to actions are vague…or missing
When it comes to working with you, you want it to be a no-brainer. Literally.
If you want that lead, you’ve got to lead them there and make it clear:
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- What they should do next
- What will happen next
If you’re not telling people what to do next, they won’t do anything. Plain and simple.
On the other hand, sometimes we give too many options. That’s not better. And I know that sometimes you’re giving them options because you’re so nice and respectful, but it’s really not helping.
Each page should have one clear action. No guesswork or ambiguity.
So trade “Learn more” for “See all brand package options”. Turn “Let’s connect” into “Book your free 15-minute intro call.”
And here’s how ChatGPT can help:
This is the copy from my website. Imagine you’re visiting it for the first time while tired, distracted, and really just skimming. What is the main action I’m asking the reader to take on this page? Is it clear, direct, and easy to find? Would someone unfamiliar with my business know what to do next? If there is a call to action, what assumptions would you make about what happens after clicking it?
You haven’t told me why you’re different.
Every single coach wants to help you achieve your goals. Every realtor wants you to get in your dream home. Every business is committed to excellence.
What makes you different?
Without this piece, your site sounds generic and forgettable.
Be specific and be yourself.
For example, everyone is customer-focused. (No customers = no business!)
But what does that really mean for you? Does that mean:
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- You’ve been in the client’s shoes and know what it’s like?
- You customize every project so it feels tailored to them?
- Your personality and humour make the experience amazing?
When you do talk about yourself, make sure that you are clear on why they should pick you.
And if you’re not sure if you’ve nailed it? Here’s your prompt:
I am a [your business/role] that helps [your audience] with [your offer].
What makes me different is [your unique angle—e.g., my background in something, my process, my focus on something, etc.].
Now, here’s a section of my website copy. Does it clearly sound like me, or could it belong to anyone else in my industry? Have I made my unique factor obvious? Does the tone feel distinct and aligned with my personality or brand?
[Paste your copy here]
You’re not addressing questions or objections
Remember: hesitation kills conversions.
If someone is not sure and there’s information missing, they will move on.
So think about what’s going through your reader’s mind. What questions are constantly coming up on discovery calls? What information will make their decision easier?
Here are some of the most common objections you’ll want to cover:
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- I don’t have the time for this.
- I don’t have the money for this.
- I don’t know if this is really for someone like me.
- I’ve tried this before and it didn’t work.
- I don’t trust that you can help me.
When you answer those questions before they ask, you’re building trust.
And here’s how you can start to see if you’ve done it, with this prompt:
Read the following website copy as if you are my most hesitant or nervous potential client. What questions would you have after reading? Have I addressed your most likely objections? What information might still be missing or unclear that you’d want to know before deciding to reach out or book?
[Paste your copy here]
Let’s make your words work as hard as your design.
Your website has a big job to do – and if you’re working with Inkling Design, you’ve already nailed the visual side.
But if the conversions and conversations aren’t showing up the way you expected, your copy might be the missing link.
And that is totally fixable.
Join me at my next workshop, How to Make Your Website Work For You, on June 11, 2025. We’re going to walk through your website page by page and talk about what makes great copy actually convert. Bring your questions and let’s make sure your site is working as hard as you are! Save your spot today!
