3 Tests to See if Your Website Copy is Hurting Your Conversions
Here’s the hard truth: your website isn’t just a digital business card. It’s a 24/7 salesperson. And if your copy isn’t pulling its weight, it might actually be driving potential clients away instead of reeling them in.
The good news? You don’t need to be a copywriter to spot the red flags. Run your site through these three simple tests and you’ll see right away whether your words are helping, or hurting, your conversions.
1. The Blink Test
Can a stranger figure out what you do, who you serve, and why it matters in under 5 seconds?
Most website visitors bounce within seconds if they don’t “get it.” Your homepage headline and opening copy need to act like a neon sign that says: Yes, you’re in the right place.
Try this:
Show your homepage to someone unfamiliar with your business.
Give them 5 seconds, then ask: “What does this business do? Who is it for?”
If they can’t answer, your copy is too vague, clever, or buried under jargon.
Clarity beats creativity every time. Your website is not the place to be mysterious.
2. The Scroll Test
Does your copy guide visitors naturally down the page, or do they bail halfway through?
Your website should feel like a conversation, not a lecture. If visitors stop scrolling, it could mean your copy is long-winded, lacking value, too focused on you instead of your customer, or even something as simple as missing calls to action (CTAs) that tell people what to do next.
Consider trying these ideas!
Open your site on your phone and scroll like a visitor.
At every “section,” ask yourself: “If I stopped reading here, would I know what to do next?”
If the answer is no, add a clear, specific CTA (“Book a consult,” “See services,” “Shop now”).
Every page needs a purpose. If your copy doesn’t lead somewhere, it’s leaving money on the table.
3. The Empathy Test
Does your copy sound like it understands your customer’s struggles, or does it read like a résumé?
Here’s the reality: your clients don’t actually care about you (at least not yet). They care about themselves, their problems, their goals, their headaches. Your copy needs to prove you get it before they’ll trust you with their time or money.
Consider the following ideas:
Highlight every sentence on your homepage that starts with “I” or “we.”
Then highlight every sentence that starts with “you.”
If “I/we” outweigh “you” by a mile, you’re talking more about yourself than your customer.
Shift the focus, and try making your copy sound like a conversional offer. Instead of “We offer expert accounting services,” try: “Tired of spending weekends buried in receipts? We’ll handle the numbers so you can get your time back.”
What These Tests Reveal
If your site fails any of these tests, you’re not alone. Most business owners write their own copy (or inherit something from years ago) and assume it’s “fine.” But fine doesn’t convert. Clear, empathetic, and strategically placed words do.
Think of your website like a storefront. You wouldn’t leave dirty windows, confusing signs, and a locked door. So why let your copy block the people who are already looking for you?
Ready to Fix It?
These tests are just the start. A professional copy audit can show you exactly where your site is leaking leads, and how to plug the gaps.
Because when your copy connects, your website doesn’t just look good. It sells.
If your website isn’t converting, you don’t need a miracle, you probably need updated copy! Lucky for you, I spill my best secrets in my Revenue Rewrite newsletter. It’s fun, fast, and designed to make you money (without the jargon headache). Hit subscribe and let’s get those clicks to convert.
