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Most websites don’t have a writing problem. They have a clarity problem.
Businesses often know exactly what they do, but explain it from the inside out: features first, context second, customer value somewhere near the bottom.
Good website copy reverses that.
It starts with what the reader needs to understand, then builds the message around relevance, structure, and action.
Clearer messaging usually starts before the first sentence is written.
The inside-out versus outside-in framing is so clear, especially the move from features to customer value. It’s a useful reminder that strong web copy is really an information-architecture decision before it becomes a wording exercise.
Exactly! That’s the part I find most interesting: by the time copy feels “wrong,” the real problem is often already upstream in structure, hierarchy, or sequencing. Wording can polish the experience, but it can’t rescue a page that’s asking the reader to do too much work.
The network for creativity
Join 1.25M professional creatives like you
Connect with clients, get discovered, and run your business 100% commission-free
Creatives on Contra have earned over $150M and we are just getting started
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My Top Cures for Bad Copywriting
When the copy isn't doing its magic, often, it's something wrong with it. That means that you must fix it. How do you go about that? You identify the problem, track it to the root cause, and apply a remedy.
In this post, you'll read my top cures for bad copywriting. Remember that you can apply these to your own work and make your copy more enticing.
1. Is the message of your copy diffuse? Reestablish its focus immediately.
2. Is your language too vague? Your readers will have issues understanding you. Become more specific with what you want to say.
3. Do you use a lot of jargon? Your target audience may find it difficult to grasp what you have to say. Use plain English.
4. Are you using the wrong tone? Speak the customer's language right now by writing the way they talk.
5. Is the core message centered on yourself? Start talking more about your customer and less about yourself.
6. Is your writing boring? It may kill your sales. Replace the stative verbs with action verbs.
7. Are you not that confident in your product? Be more bold in what you believe and write.
8. Is your copy wordy? Then trim your text urgently!
9. Do people not take action? Craft a more convincing CTA.
10. Are you unsure what to write? Go back and skim your research notes.
Good copy is made in time, but it's also made with care.
