Every day, your e-commerce site silently leaks thousands of dollars – because your copy is lying to you.
We obsess over ad creative. We stress-test funnel architecture. We throw money at A/B tests. But none of that matters if your words aren’t doing their job.
Bad copy doesn’t just underperform – it creates invisible friction that kills conversions. Shoppers don’t read line by line; they scan, skim, and sense.
If your copy isn’t triggering clarity, desire, or trust in seconds, they’re gone. The bounce isn’t random. It’s neurological. And most DTC brands have no idea this is happening.
They blame the algorithm. They redo the branding. They tweak the funnel. But the real leak? It’s in the language. Let’s expose some of those invisible mistakes – and fix them before they cost you another dime.
1. Your copy is too clever – and not nearly clear enough.
You’re writing to impress, not to convert. “Disruptive hydration innovation” sounds cool. “Keeps your skin soft all day” sells.
The human brain craves clarity. If it takes more than one second to understand what you’re selling, the scroll stops. Your customer isn’t dumb – they’re distracted. And cleverness is friction disguised as style.
Most copywriters want to sound smart. But the highest-converting copy sounds like how people talk. If a 5th grader wouldn’t get it, it doesn’t belong on your homepage.
Clever is a riddle. Clear is a hook. Always choose the hook.
2. You’re describing features – but people buy outcomes.
“We use proprietary ceramic filters.” Cool. But why should I care?
Features live in the brain. Outcomes live in the gut. Every product page should scream: “Here’s what this does for you.” Copy that makes people feel something always beats copy that makes them think. If the reader can’t picture their life after using your product, they won’t click “Buy.”
Most founders love talking about the tech. But buyers care more about how their life will feel with your product. That’s the gap you need to close.
Nobody buys the drill. They buy the hole in the wall.
3. You’re relying on pretty design to do the copy’s job.
Gorgeous branding can’t fix confusing words. Design should support the message – not hide it. Too often, e-commerce pages bury critical copy in soft fonts, thin spacing, or clever layout gimmicks. If your visitor has to “figure it out,” you’ve already lost them. Pretty is great. But clarity is money.
Some brands treat copy like decoration. But the right words are the most powerful conversion tool on the page. Design can attract. Copy decides if they stay – or bounce forever.
A beautiful site with bad copy is a storefront with no door.
Bonus: You’re trying to sell to everyone – which means you’re convincing no one.
General copy converts generally poorly. You need to make the right people feel like, “This was written for me.” That means niching the language down. Naming their specific pain. Speaking their exact dreams.
When copy feels personal, conversion feels natural. But if your page reads like a pitch to “everyone,” it resonates with no one.
Broad is safe. But specific sells. Be brave enough to polarize.
The more people your copy dares to exclude, the harder it hits the ones who matter.
The Fix That Doesn’t Cost a Dime
Your ads might be top-tier. Your product might be amazing. Your branding might be beautiful. But if your copy is unclear, uninspired, or unfocused—your conversions will suffer in silence.
Fixing your words is often the fastest way to fix your revenue. And the best part? It doesn’t cost you another dollar in ad spend.
If this helped you spot holes in your copy, imagine what else you’re missing.
If this resonated, here’s what to do next:
→ If you’re tired of content that fills space instead of driving sales, let’s talk. Schedule a quick demo.
→ If you’re ready to turn product pages, email flows, landing copy, and more into silent salespeople for your brand, subscribe to either our Unlimited Standard Plan or Unlimited Professional Plan to get started.
Your story deserves better than generic copy.
We make it unforgettable.