Why Your Website Isn’t Converting — And What to Fix Instead

The 5 Copy Mistakes That Are Confusing (Not Converting) Your Dream Clients

You’ve spent hours making your website look beautiful.

Picked the right fonts, used all your best photos, tried to strike that perfect balance between “professional” and “friendly.”

And yet… something still feels off.

Why isn’t it converting?

Why aren’t more dream clients reaching out saying, “You are exactly who I’ve been looking for”?

Here’s the gentle truth (from someone who’s seen this happen with so many clients): If your website isn’t working, you need to examine more than your layout.

You need to take a look at your messaging.

Your website has three jobs:
✨ Grab attention
✨ Make someone feel seen
✨ Help them take action

If your copy is trying to be a memoir, a sales page, and a confidence booster all at once… it’s no wonder your message is getting muddled.

Let’s walk through five very common website copy slip-ups that quietly confuse your audience (and send them packing) — and how to make your message finally connect.

1. You lead with credentials instead of connection.

It’s totally normal to want to show that you’re qualified. But if the first thing someone sees on your site is your title, certifications, or a big “I help” statement… you’ve already lost some of their attention.

Because people don’t buy coaching — they buy clarity.

They want to feel seen. Safe. Understood.

If your copy doesn’t make them nod along within seconds, they’re gone.

🔧 Try this: Lead into the feeling they’re experiencing before they find you. The moment of frustration, doubt, or hope. Then, gently show them how you can help.

2. Your copy is trying to do everything at once.

Your homepage? Talking like an About page.

Your About page? Turning into a mini memoir.

Your Services page? Listing every possible package you've ever offered — just in case.

Let’s be real: when everything feels important, nothing feels clear. Your dream client doesn’t need your entire journey. They need to understand how you can help them, right now.

🔧 Try this: Give each page a single job: Your homepage should guide attention; your About page should build trust; your Services page should make it easy to say yes.

Less copy = more clarity.

3. You’re using polished words… that don’t feel like you.

A lot of coaches accidentally slip into “marketing speak” on their website — using phrases like “empowered transformation” or “uplevel your life.”

Which, TBH… doesn’t really mean much to most people.

It’s not that those words are bad — they’re just too vague to be memorable.

Your dream clients want to hear you, not the voice you think you're “supposed” to use.

🔧 Try this: Read your homepage out loud. If it makes you cringe or doesn’t sound like how you’d explain your work in conversation? Time for a rewrite. Your voice is your strongest marketing tool — use it!

4. You’re trying to talk to everyone — so you’re not reaching anyone.

You want to be inclusive. You’re multi-passionate. You could help lots of different people — so your copy reflects that.

But here’s what often happens: In trying to be open to everyone, you end up speaking so generally that no one feels like, “Ooh, this is for me.”

Your dream clients might be out there — but they’re skimming your site, not seeing themselves in your words, and clicking away.

🔧 Try this: Get specific. Imagine the real human behind your ideal client — their moment of “ugh,” their quiet Googling at 10pm, the exact thing they’re struggling to name. Write for them — even if it means repelling the wrong ones.

5. You’re missing a strategy to support your messaging.

Here’s the thing: Even the most beautifully written copy won’t work if it’s not rooted in a bigger strategy.

Your website isn’t just a brochure. It’s a relationship-builder. A trust-laying, client-nurturing, “YES I need this” kind of experience.

That’s why a strong messaging foundation isn’t about adding more — it’s about zooming out. Seeing how every word supports the client's journey from curiosity → connection → conversion.

🔧 Try this: Ask yourself: Does my homepage make it crystal clear who I help and what problem I solve? Does each page build on the one before it?

If not — let’s fix that.

Want a professional eye on your site?

For the month of April, I’m giving away 10 free coaching website audits — and as of today, there are 8 spots left!

This is a personalized, no-pressure recorded Loom video where I’ll highlight what’s working, what’s confusing your audience, and what small shifts will make a big difference.

✨ Perfect if your site looks fine… but isn’t converting
✨ Ideal if you’ve rewritten your homepage more times than you’d like to admit
✨ Totally free — no strings, no sales pitch

👉🏻 Grab your audit here 👈🏻

Let your website take a breather — and start working smarter, not harder!