5 copywriting mistakes that ruin conversions

Published: 17.03.23Marketing
5 copywriting mistakes that ruin conversions

Copywriting is an essential element of any successful digital marketing campaign. By crafting persuasive and engaging copy, businesses can attract and convert leads, ultimately driving revenue and growth. However, even small copywriting mistakes can have a significant impact on conversions, derailing even the best-planned marketing campaigns. In this article, we’ll discuss five common copywriting mistakes that can ruin conversions and how they relate to lead management and the lead management process.

1. Lack of Clarity

One of the most common copywriting mistakes is a lack of clarity. When writing copy, it’s essential to be clear and concise, explaining what the product or service is and how it benefits the customer. Confusing or ambiguous copy can lead to confusion and frustration for potential leads, causing them to abandon the lead management process and look elsewhere.

2. Focusing on Features Instead of Benefits

Another common copywriting mistake is focusing too much on product features rather than benefits. While it’s important to highlight the unique features of a product or service, it’s equally important to explain how those features benefit the customer. By focusing on benefits, businesses can appeal to the emotions and needs of potential leads, making them more likely to convert.

3. Not Addressing Pain Points

A third copywriting mistake that can ruin conversions is not addressing the pain points of potential leads. Pain points are the specific problems or challenges that potential leads face, and by addressing these pain points in copy, businesses can demonstrate how their product or service can solve those problems. Failing to address pain points can result in potential leads not seeing the relevance of the product or service to their needs.

4. Overuse of Jargon and Technical Terms

Using jargon and technical terms is another common copywriting mistake that can hinder conversions. While jargon and technical terms may be familiar to businesses, they may not be familiar to potential leads, resulting in confusion and disinterest. Instead, businesses should use clear, easy-to-understand language that is accessible to everyone.

5. Lack of Persuasion

The final copywriting mistake that can ruin conversions is a lack of persuasion. Copywriting should be persuasive, appealing to potential leads’ emotions, needs, and desires. By using persuasive language, businesses can convince potential leads that their product or service is the best solution to their problems, ultimately driving conversions.

How Copywriting Mistakes Relate to Lead Management

All five of these copywriting mistakes relate to lead management and the lead management process. By failing to address pain points, for example, businesses may be missing out on valuable leads who are not aware of the relevance of their product or service. Similarly, a lack of persuasion can result in potential leads not seeing the value in the product or service, leading them to abandon the lead management process.


In conclusion, copywriting is a critical element of digital marketing, and even small mistakes can have a significant impact on conversions. By avoiding common copywriting mistakes like lack of clarity, focusing on features instead of benefits, not addressing pain points, overusing jargon and technical terms, and lacking persuasion, businesses can improve their copy and drive more conversions. By incorporating these best practices into their lead management process, businesses can attract and convert more leads, ultimately driving growth and revenue.

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Author Avatar Sebastian Czubak

Chief Operating Officer. Responsible for overseeing all aspects of the company's operational activities. He has extensive experience in the CRM software industry and successfully leads teams in product development, marketing, sales, and customer service. He is responsible for building knowledge and awareness of Firmao among customers.

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