Free Assessment: How does your inbound marketing measure up?

Get Started

Free Assessment:

How does your inbound marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.
Get Started

Free Assessment:

4 Copywriting Mistakes That Are Killing Your Blog Conversions

By Ramona Sukhraj

4 Copywriting Mistakes That Are Killing Your Blog Conversions

4-copywriting-mistakes-that-are-killing-your-blog-conversions.jpgWas it something I said?

Hate to break it to you, but if people are not subscribing or converting on your blog, it probably was.

As an integral part of the awareness phase, your blog is often the first interaction a consumer has with your website and brand, so it’s crucial that you get the conversation started off right.

79% of companies with a blog reported having a positive ROI in 2013, but if you don’t know your buyer persona or have a thorough blog strategy in place, you could very easily alienate a large part of your audience.

To help you avoid this and increase your blog performance overall, here’s how to fix some of the most common copywriting mistakes.

1.“Sensationalized” Headlines

Nothing leaves someone rolling their eyes more than a sensationalized headline. Think of it like the evening news:  

“Is this common dinner item poisoning your family? Find out at 11.”
“A wild cougar is on the loose in this neighborhood and he’s targeting your household pets. More on this at 5.”

Yes, these headlines grab your attention and pique curiosity, but it is usually in a negative and over-the-top way.

More often than not, these headlines also don’t deliver on the promised “sensation”, and readers are left feeling tricked and their curiosity unsatisfied.

A misleading experience like this shines a negative light on your organization. It “cheapens” the quality of your content and also creates the impression that your brand will do anything to close the deal (which definitely doesn’t help in building trust.)

Fortunately, when done right, curiosity can be an invaluable copywriting tool. In fact, in a recent test performed by Copyhackers Joanne Wiebe, use of the “Curiosity Gap” increased clicks on the MadMimi pricing page by 927%.

What Can You Do? Avoid the tabloid approach of over-promising in your headlines with flashy words or putting a dramatic spin on your story/offer. Instead, tastefully open the curiosity gap in your copy by:

  • Asking a Question
  • Taking a Bold Position (on a controversial or trending topic)
  • Probing Self-Reflection
  • Omitting Key Information

Canva does a brilliant job of incorporating these approaches into its Design Studio blog:


Much like Buzzfeed and Mashable, Canva uses listicles, omissions, and bold positioning to grab the reader’s attention. Unlike its counterparts, however, Canva aims for subtlety and ensures that the “sensation” ignited by its headline is equal to the value delivered on the click. Take these titles for example,

  • 10 Ways to Stop Your Designs From Looking the Same and Create Unique Stuff Quickly
  • Scientific Research Reveals 5 Easy Ways To Become a Brilliant Designer
  • Create An Awesome Design Portfolio With These 20 Pro Tips
  • How Sleeping And Afternoon Naps Make You More Creative

Instead of making outrageous claims about what their readers will get out of clicking through, they create a clear and direct knowledge gap by omitting the underlined information. By doing this, the reader knows exactly what they are missing out on and also what they’ll receive clicking through. No unrealistic expectations, no disappointments.

2. Buzzword Abuse

Buzzwords, by the very nature of their name, are designed to generate “buzz” amongst an industry audience, but let’s face it, their meaning is fleeting and extremely niche.

One day buzzwords are popular and easily-recognizable, the next they are so overused and misused that they no longer have an impact. (Not so helpful in the pursuit of evergreen content, right?)

What Can You Do? Overusing jargon or buzzwords not only date your content, but it can date your brand overall. When it comes to your blog headlines and copy, put these words aside and speak to your audience as you would in person to them.

Use words and a tone of voice that reflects the way you and your team actually communicate and that is consistent with your overall brand.

By using this tone that your buyer persona will respond to, you will be more likely to attract and resonate with them and, in turn, make them more willing to convert.

With this in mind, here are a few popular buzzwords from KissMetrics’ Neil Patel to put on your copywriting backburner:

  • Collaborative
  • Synergy
  • Innovative
  • Passionate
  • Revolutionary
  • Dynamic
  • Driven
  • Paradigm-Shifting
  • Strategic
  • Leverage
  • Engagement
  • Cutting-Edge
  • Results-Oriented

3. Neglecting Customer Value

No matter what your line of business, most consumers couldn’t care less about what you do. They want to know what it’s in it for them; what the benefit is to them to keep reading.

Knowing this, whether it’s your headline, call-to-action, or article copy, frame your content in terms of its value to the consumer.

What Can You Do? The simplest way to do this is to opt for “you” and “your” statements over “our, “we”, and others referring to your company. Consider these two examples of headlines:

Version A: How Our Team Can Increase Revenue Through Better Communication
Version B: Here’s How Better Communication Can Increase Your Revenue

Which would you rather click? While Version A sounds like a boastful sales pitch, Version B sounds friendly and educational and speaks directly to the audience. It keeps the focus on the reader and tells you exactly what you will get by clicking through to the full article.

4. Poor Formatting

In our acronym-riddled, face-time generation, it doesn’t take a genius to see that heavy reading is not on many people’s regular to-do lists.

As a copywriter, you have to make the experience as easy and inviting as possible in order to attract and retain an audience and one of the smallest ways you can do this is through proper formatting.

You may have written the most useful and entertaining blog article in the history of blog articles, but if its presentation is intimidating and difficult to digest, no one will read passed the introduction (let alone, subscribe or convert on a full-blown offer.)

What Can You Do? Break up your content into small, easy-to-read chunks. Today, people are more likely to skim then read an article in its entirety, so use Visual Hierarchy to highlight your most important nuggets of information and guide the reader’s eye towards them. Consider formatting your content using:

  • Short Paragraphs
  • Bulleted Lists
  • Numbered Lists
  • Italics, Bolding, and Underlining
  • Section Headers
  • Charts
  • Diagrams
  • Relevant Images

Free Assessment:

How does your inbound marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.


Lead Generation
Marketing Strategy
Published on May 11, 2015

Recent Articles

35 Landing Page Examples to Inspire Yours in 2023
January 26, 2023 • 11 min read
Should You Still Gate Your Content in 2023?
January 23, 2023 • 5 min read
Here's Why You Keep Getting Garbage Inbound Marketing Leads
December 19, 2022 • 6 min read
How To Grow Your Email List: 13 Savvy Tips To Try in 2023
November 22, 2022 • 9 min read
Demand Generation vs. Lead Generation: What’s the Difference?
June 6, 2022 • 5 min read
Increase Landing Page Conversion Rates With These 3 Simple, Powerful Hacks
June 2, 2022 • 10 min read
20 Tips for Optimizing Your Business Blog Articles for Conversions
April 21, 2022 • 14 min read
How To Make Each Lead Capture Form a Conversion Powerhouse
April 8, 2022 • 7 min read
The Selling 7: 5 Best Landing Page Video Examples
December 23, 2021 • 7 min read
Rethinking Your Approach to B2B Lead Gen, ft. Chris Walker (Inbound Success, Ep. 200)
June 21, 2021 • 36 min read
What is the Content Marketing Funnel and How Does It Work?
June 2, 2021 • 10 min read
What is Lead Nurturing?
May 28, 2021 • 9 min read
88 compelling words and phrases to prompt website visitors into action [Infographic]
April 24, 2021 • 3 min read
What is Conversion Rate Optimization? (Definition, Examples, and Tips)
March 31, 2021 • 12 min read
What is a good average landing page conversion rate?
March 12, 2021 • 10 min read
Call-To-Action Examples: 31 Designed to Earn Clicks and Generate Leads
March 11, 2021 • 10 min read
6 Reasons You're Not Generating Leads With Your Blog Content
November 9, 2020 • 7 min read
9 keys to building an effective landing page [Infographic]
October 3, 2020 • 3 min read
5 effective strategies for decreasing bounce rates on a blog article
August 25, 2020 • 8 min read
7 savvy tips to boost conversions in your retail e-commerce store
July 17, 2020 • 6 min read
6 most common lead generation website problems (and how to fix them)
January 28, 2020 • 8 min read
Facebook ads help: Why are my ads not converting?
January 20, 2020 • 5 min read
11 Best Examples of Lead Generation Website Designs
January 20, 2020 • 9 min read
Top 9 proven lead generation ideas you need to try in 2020
December 3, 2019 • 3 min read
New study reveals which Google My Business features boost conversions
November 4, 2019 • 4 min read