Poorly Written Content Guidelines and Learning from the Mistakes

Karen Doane

Copywriting is the heartbeat of an effective landing page. It infuses vitality into your brand and crystallises your message. It’s the tool that not only resonates with your audience but also guides them through a journey, enhancing your credibility along the way. Mastering copy can yield tremendous benefits for your business, but what happens when it goes awry? Mistakes in copywriting can result in diminished traffic, elevated bounce rates, and lackluster conversion rates. Worse yet, it can alienate your target audience and tarnish your brand’s reputation if mishandled.

In the following sections, we will guide you on how to recognise poor copy, and then share proven content strategies our copywriters and content marketers at PDE employ daily to achieve outstanding results for our clients. 

Recognising and Avoiding Bad Copywriting

When reading a blog post or webpage, you might intuitively sense that the copy isn’t great. Understanding why your content isn’t what it could be can help you steer clear of similar pitfalls.

Additionally, detecting copywriting mistakes isn’t always straightforward. Sometimes, the copy may seem fine at first glance but fails to convert or suffers from high bounce rates.

Numerous factors can influence your copy’s performance. Here are 10 reasons why:

1. Absence of a Compelling Narrative

Copy that lacks a story often comes across as overly sales-driven, leaving readers feeling like you’re only after their money without providing real value. It lacks a personal touch and feels like a cold, hard sales pitch.

Instead, utilise your copy to narrate an engaging story, interact with your audience, and enhance your brand’s persona. Identify a problem or desire your reader may have, and guide them naturally to your solution. They’ll be more receptive to your proposals if they feel like you are providing genuine advice.

2. Mind Your Tone

An inappropriate or off-brand tone of voice can alienate your audience and even tarnish your brand’s image. Avoid stiff, mechanical writing and choose expressions that sound natural and align with your business.

Adopting a human and personal tone can foster a better connection with your audience. The optimal tone depends on your brand and industry, so defining your voice is a vital aspect of branding.

3. Copywriting vs. Creative Writing

While descriptive language can be helpful, excessive use of adjectives, metaphors, and imagery can muddle your message. People generally connect better with concrete language and clear descriptions.

Avoid overly complex vocabulary. Simple, everyday words are more engaging. Focus on conveying a clear message that aligns with your customers and brand.

4. Balance Between Excessive and Sparse Content

Lengthy, verbose content can lose readers’ interest quickly, while too little content can disappoint them. Keep your word count flexible and consider split testing for landing pages to gauge audience response.

Regardless of length, maintain concise and structured points. Break up long articles or add a menu for easy navigation.

5. Write for Your Audience, Not Yourself

Many business owners make the mistake of writing from their perspective. Remember, you’re writing for your target audience, and they have different needs and wants.

Identify your audience’s desires or problems and address them. If you struggle with this, consider hiring a professional copywriter.

6. Avoid Ineffective Structuring

Even engaging copy can fail if poorly formatted. Structure your copy to be easily skimmed and quickly understood.

Use headings, bullet points, lists, and visuals. Choose readable fonts and eye-friendly colours. Every detail counts.

7. Integrate Copy with Visual Elements

Your copy should complement other page elements like images, videos, and graphics. Poorly chosen visuals can undermine your copy, so ensure they align with your brand and comply with copyright laws.

8. Never Plagiarise

Plagiarism is a grave offense and can severely damage your online reputation. Always use unique content to convey your message.

9. Eliminate Grammar and Spelling Errors

Spelling mistakes can make your copy appear unprofessional. Proofread thoroughly and use grammar-checking tools, adjust the language to suit your audience’s needs and preferences.

10. Don’t Neglect Editing and Proofreading

Beyond checking for spelling and grammar, editing should also catch factual errors, misleading information, and confusing copy. A skilled team can assess your copy and suggest improvements to make it truly stand out.

By understanding and avoiding these common mistakes, you can craft copy that resonates with your audience and effectively conveys your brand’s message.

Strategies for SEO Success: Enhancing Your Content

Having explored the common pitfalls in copywriting, let’s delve into some practical strategies to elevate your content and ensure it ranks on Google.

The following are proven methods we employ as a content marketing agency to secure significant victories for our clients. Implement them, and you’ll begin to notice improvements in your ranking and hit rates.

1. Prioritise User Experience – Google Will Appreciate It

Google aims to please its users by providing relevant, user-friendly content for every search query.

Your content should respond to the user’s query in an engaging, accessible, and easy-to-read manner. Success in this area can lead to increased website traffic, improved revenues, and enhanced visibility.

While keywords are vital for ranking on Google, they must be used naturally. Keyword stuffing is an outdated tactic that can now harm your standing with Google.

Here are some steps to enhance user experience:

  • Write with search intent in mind
  • Use shorter sentences and paragraphs for easier reading
  • Utilise headings, bullet points, tables, and lists for clarity
  • Link to relevant posts or pages on your site
  • Avoid technical jargon and complex language
  • Complement your copy with images and illustrations
  • Use keywords organically.

2. Stay Informed About Google’s Latest Innovations

Google’s ever-changing algorithm sends a clear message: “Adapt or fall behind.” To boost conversions and profits, you must keep up with the latest features, such as voice search optimisation and featured snippets.

Staying abreast of technological advancements helps you understand user interactions with search engines, enabling you to craft content that converts.

3. Embrace Content Clustering: Focus on Key Topics Over Keywords

Topic clustering involves interlinking web pages that cover a specific subject. The central page offers a broad overview, with related pages providing more detailed insights.

For example, a digital marketing agency might have a cornerstone article on SEO, with related articles like “How to Optimise a Title Tag for SEO” and “The Best SEO Tools in 2022.

Topic clustering enhances your content’s reach and boosts brand authority. Though challenging, successful implementation keeps your audience engaged and attracts new prospects.

4. Excel with the Skyscraper Strategy

If you’ve mastered content writing basics and want to stand out, the “skyscraper” technique is your answer. This involves finding high-performing content and planning how to surpass it.

For instance, you might enhance a top-ranking article on roof insulation by adding a video tutorial or alternative methods.

The skyscraper strategy demands creativity and competitor awareness.

5. Develop a Robust Yet Adaptable Content Writing Plan

Consistency and long-term planning are essential for content marketing success. Combining data-driven tactics with creative flair yields the best results, and a flexible approach fosters innovation.

Contact our team to refine your content marketing strategy and achieve your business goals.


A data-driven content marketing strategy, enriched with innovative and creative ideas, paves the way to success. Strong copy can significantly contribute to business growth.

If your website is struggling with traffic and conversions, poor copy might be the culprit. Applying the strategies in this article is a promising start, but remember, successful content marketing demands consistent, big-picture thinking.

Need assistance? Reach out to the team at Perth Digital Edge, and let us help you find your digital edge today.

Find your digital edge today.

Harness the power of Perth's digital pulse and expand your reach Australia-wide.

Get Started