The 5-Part Copy Makeover for Small Businesses

If it looks like a Mercedes but runs like a go-kart, we have a problem.

This is exactly what’s happening on many small business websites. They look sleek and polished, but when it comes to converting visitors into paying clients, the copy falls flat.

The truth? It’s not about having the prettiest website. It’s about having copy that sells.

If your site isn’t pulling in leads or turning clicks into clients, it’s time for a copy makeover. Let’s break down the five biggest issues I see in small business copy—and how to fix them.

1. Your Website Looks Great! But Does It Sell?

You’ve invested time, money, and creativity into your website’s design. It’s clean, it’s modern, it’s everything you wanted visually. But if your leads aren’t coming in? Something needs adjusted.

Great design draws people in, but it’s great copy that closes the deal.

When visitors land on your site, they’re subconsciously asking, “What’s in it for me?” If your copy doesn’t answer that question immediately, they’re bouncing to the next site that does.

The Fix:

• Focus on the client’s pain points and how your product or service solves them.

• Use headlines that clearly explain the value you bring.

• Guide visitors toward action with strong, intentional CTAs.

2. Clarity Beats Cleverness

Small business owners often want their messaging to “stand out” or sound “unique.” The result? Copy that’s clever but confusing.And here’s the hard truth: confused customers don’t buy.

If your audience can’t understand what you do in ten seconds or less, they’re gone.

Example:

❌ “We curate holistic event experiences.”

✅ “We plan events you’ll actually enjoy—from the first appointment to the last dance.”

One tells, the other sells.

The Fix:

• Swap buzzwords for clear, direct language.

• Focus on outcomes, not processes.

• Write like your ideal client speaks.

3. Stop Selling Features. Start Selling Results.

Your clients don’t care about the list of features your product offers. They care about what it does for them. People don’t buy a wedding planning service because they love vendor coordination. They buy it because they want to actually enjoy their wedding day. When your copy focuses on results instead of features, that’s when it connects.

The Fix:

• Shift from “We offer X” to “You get Y.”

• Highlight the transformation your service provides.

• Use client testimonials to reinforce results.

4. Weak CTAs Are Killing Your Sales

“Contact us” isn’t a CTA. It’s a missed opportunity. Your call-to-action should feel like the next logical step in your client’s journey, not a cliffhanger.

Example:

❌ “Click here.”

✅ “Let’s plan your dream wedding—stress-free.”

A good CTA gives people a reason to act now, not later.

The Fix:

• Use action verbs that spark emotion.

• Tie the CTA to a benefit (“Start saving time today”).

• Make it clear what happens next.

5. Good Copy Pays for Itself (Literally)

Here’s why investing in copywriting is a smart move: it’s a one-time cost that can increase conversions, boost sales, and make your website work harder for you—day and night.

I’ve seen small tweaks double conversion rates. I’ve seen stronger messaging turn a stagnant sales page into a lead-generating machine.

And yet, many small business owners hesitate to invest in copy. They focus on design, ads, and SEO—but forget that it’s the words that close the deal.

If your copy isn’t doing its job, it’s not just a creative issue. It’s a revenue issue.

Is It Time for Your Copy Makeover?

If you’re pouring time and energy into marketing but the leads just aren’t coming, it might not be your strategy. It could be your messaging.

And the best part? The fix is simpler than you think.

A few key changes to your copy could turn your website from a pretty brochure into your hardest-working salesperson.

Ready to give your copy the upgrade it deserves? Let’s talk.