The 7 Biggest Copywriting Mistakes And How to Avoid Them
TL;DR Whether you’re writing a blog post, a product page, a bio or a press release, you’re writing for two audiences: people, and the systems that help them find content, from Google to AI assistants. After more than ten years in SEO, these are the mistakes we see most often, and how to fix them. […]
TL;DR
- Most bad copy fails before writing starts: no research, no clear audience, no keyword and question research.
- Then it fails on structure: walls of text, vague headings, no answer up front.
- Length isn’t a goal; write as much as the topic needs. Google has no minimum or preferred word count.
- Sell benefits backed by specific features, use active verbs, give reasons, and link to related content.
- Check plagiarism, facts and AI drafts before publishing, and set the meta description and URL.
Whether you’re writing a blog post, a product page, a bio or a press release, you’re writing for two audiences: people, and the systems that help them find content, from Google to AI assistants. After more than ten years in SEO, these are the mistakes we see most often, and how to fix them. For the full writing process, see our copywriting process.
| # | Mistake | Fix in one line |
|---|---|---|
| 1 | No research | Research the topic, data and audience before writing |
| 2 | No clear structure | Headings, short paragraphs, answer first |
| 3 | No transitions | Connect ideas so readers can follow |
| 4 | Wrong length | As long as the topic needs, no padding |
| 5 | No internal links | Link to related content with descriptive anchors |
| 6 | Features without benefits | Lead with benefits, prove them with features |
| 7 | Weak verbs and fluff | Use active verbs, cut empty adjectives |
| 8 | Wrong audience | Write for the people searching, in their language |
| 9 | Plagiarism and copied content | Cite sources, write in your own words |
| 10 | Sloppy content | Proofread after a break, get a second pair of eyes |
| 11 | Academic tone | Write the way you’d explain it in person |
| 12 | Not using “you” | Address the reader and their problem |
| 13 | No stories | Use examples, cases and experience |
| 14 | No reasons why | Explain why, with real reasons |
| 15 | Weak meta description | Unique summary with a reason to click |
| 16 | URL not set | Short, readable URL before publishing; 301 if changed |
| 17 | Unchecked AI text | Use AI for drafts, add expertise, check facts |
| 18 | Burying the answer | Answer in the first sentences of each section |
Let your customers find you, wherever they look.
1. Not doing proper research
Readers notice immediately when a text was written on the fly. Before you write, read what’s already published, look for data and primary sources that support your points, and list what you want to cover. Above all, know who you’re writing for and what they need from the text.
Skipping keyword and question research
Without it, nobody may find your text, or the wrong people will. Find the phrases your audience uses, especially long-tail keywords and questions (“how to avoid copywriting mistakes”, “how to write copy that converts”): they’re searched less, but they’re specific and convert better. Questions also feed People also ask boxes and AI answers (keyword types, keyword research tools, search intent).
2. No clear structure
Imagine 500 words with no headings, no paragraphs and nothing to rest your eyes on. A good article has a clear title, introduction, sections with one idea each and a conclusion you can find at a glance. Start each section with the answer, then explain.
Vague or dull headings
Headings should say what the section is about and make people want to read it, even for technical or legal topics. Keep them short and specific; use numbers and questions (how, what, why). Avoid empty promises like “guaranteed”: Google rewrites titles that don’t describe the page (Google), and readers don’t trust them.
3. Missing transitions
Transition words and phrases (because, first, as a result, however, finally) show how ideas connect: cause and effect, order, contrast, conclusion. Without them, a text reads like a list of unrelated sentences. Use them where they help readers follow, not in every sentence.
4. The wrong length
There’s no ideal word count. Google doesn’t need a minimum number of words to index a page and doesn’t prefer longer texts (Google). A short answer can rank if it answers the question; a 3,000-word guide can work if every part is useful and easy to scan. Write as much as the topic needs: cover the questions your readers have, then stop. Make long texts easy to navigate with a TL;DR, a table of contents, headings and tables.
5. Not linking to related content
Linking to your other articles and pages on the same topic helps readers go deeper, shows your expertise and helps search engines find and understand new pages (Google). Link from strong, related pages to new ones, use anchor text that describes the target page, and add links when you update older content. It isn’t always the copywriter’s job, but the brief should say which pages to link.
6. Features without benefits
Few buyers care that a shoe’s sole is glued with the newest method; they care that it’s waterproof and durable, so they can hike in the rain with dry feet. Lead with the benefit, including the emotional one, and back it with the feature that proves it.
Don’t drop the features, though. AI shopping assistants compare products by concrete attributes (material, waterproof rating, weight), so product copy needs both (product descriptions for AI).
7. Weak verbs and too many adjectives
Adjectives pile up when copy tries to sound strong; active verbs do the job better. Compare:
| Weaker | Stronger |
|---|---|
| Our very comfortable, extremely lightweight jacket is a really great choice for rainy days. | This jacket keeps you dry and weighs just 300 g. |
| We provide comprehensive, innovative and effective SEO services. | We audit your site, fix what blocks growth and track the results. |
Test changes on your own pages: compare engagement rate, scroll depth and conversions in GA4 before and after.
8. Writing for the wrong audience
Before you write, know who you’re writing for and what they need. An SEO agency writes for business owners and marketers; a floral DIY blog writes for crafters. The audience decides the language, depth and examples. Check what people searching for your topic expect to find (search intent). You’re writing for readers, not for yourself.
9. Plagiarism and copied content
Plagiarism isn’t only copy-paste. It also means paraphrasing someone’s work too closely or using their ideas, data or quotes without credit, whether you’re tired, rushed or just missed the source. Search engines usually show only one version of duplicated text, and sites that publish copied content in bulk can be treated as spam (Google). Cite and link your sources, quote briefly, write in your own words and run a plagiarism check before publishing.
10. Sloppy content that undermines your expertise
Typos, confused words (their/there, affect/effect, farther/further) and unclear sentences make even expert content look careless. Grammar checkers and AI tools catch a lot, but not everything. Read the text again after a break, read it aloud, and ask someone else to proofread it.
11. Academic writing instead of conversational
Write the way you’d explain the topic to a reader face to face: short sentences, plain words, terms explained the first time. Save the term-paper tone for term papers. If writing naturally is hard, dictate your first draft with speech-to-text, then edit.
12. Not using “you”
“You” puts the reader at the centre and shows you look at the topic from their side. Readers care about their problem, not about the author. Address them directly and relate each point to what they’ll gain.
13. Not telling stories
Stories make complex topics easier to follow and remember and help readers relate to a problem. Harvard psychologist Howard Gardner called stories one of a leader’s most powerful tools (Leading Minds, 1995). Use short examples, client cases (with permission) and your own experience, in blog posts, articles and even press releases. Real experience is also what makes content trustworthy.
14. Not giving reasons why
In a 1978 experiment, psychologists Ellen Langer, Arthur Blank and Benzion Chanowitz asked people at a photocopier to let them go first (study). Giving any reason raised agreement sharply for a small request; for a bigger one, only a real reason worked:
| Request | 5 pages | 20 pages |
|---|---|---|
| “May I use the Xerox machine?” | 60% | 24% |
| “…because I’m in a rush?” | 94% | 42% |
| “…because I have to make copies?” | 93% | 24% |
In copy, explain why: why this product, why now, why this advice works. Give real reasons, and the bigger the ask, the stronger the reason needs to be.
15. A missing or weak meta description
The meta description doesn’t affect rankings, but it is often the text people see under your title in search results (Google). Write a unique summary of the page with a reason to click, and include the main topic naturally. There’s no fixed character limit; Google shortens long descriptions to fit the screen and sometimes writes its own when yours doesn’t match the query.
16. Not setting the URL before publishing
Set a short, readable URL with the main topic and hyphens between words before you publish (Google). Filler words like “the” or “to” can go. If you later need to change the URL of a published article, add a 301 redirect from the old address and update internal links (Google).
17. Publishing AI-generated text without checking it
Google doesn’t penalise content because AI helped write it; it judges whether the content is helpful (Google). But AI drafts often invent facts, sources and quotes, repeat what’s already online and have no real experience in them. Use AI for outlines and edits, then add your expertise and check every fact. More: our copywriting process.
18. Burying the answer
Long introductions before the answer lose readers, and they make it harder for Google and AI assistants to find a passage worth showing or citing. Start each section with a direct answer, then explain. Use questions as headings and tables for comparisons (keyword types and placement, Google).
FAQ
What is the most common copywriting mistake?
Writing without research: not knowing the audience, the topic or what people search for. Most other mistakes follow from it.
How long should a blog post be for SEO?
As long as it takes to answer the reader’s question fully. Google has no minimum or preferred word count.
Is AI-written content bad for SEO?
Not by itself. Google judges whether content is helpful (Google). Unchecked AI text with invented facts, or content produced in bulk without value, is the problem.
How do I write copy that AI assistants will cite?
Answer questions directly, structure the text with clear headings and tables, cite sources and data, and show real experience. Citations, quotes and statistics make content more likely to be used in AI answers (arXiv).
Features or benefits: which matters more?
Benefits persuade people; features prove the benefits and help comparison. Good copy uses both.
Sources
- Google Search Central: Creating helpful, reliable, people-first content
- Google Search Central: Title links and Snippets
- Google Search Central: Link best practices
- Google Search Central Blog: Guidance about AI-generated content
- Google Search Central: Spam policies – scraped content
- Langer, Blank, Chanowitz (1978): The mindlessness of ostensibly thoughtful action
- Howard Gardner, Leading Minds: An Anatomy of Leadership, 1995
- Aggarwal et al.: GEO – Generative Engine Optimization (arXiv)
About the author: This article was prepared by the Insightland SEO and GEO team. Insightland is a Wrocław-based agency, part of the Hexe Capital Tech Hub, that connects business, tech and data: SEO and GEO, performance marketing, UX and analytics, and SEO and AI training. Contact us.
