Why Clarity Beats Being Clever

Here’s how to spot and fix the most common copywriting mistake.

Author

Adam Goetz
July 15, 2025 • Reading Time: 3 minutes

We've all seen it before: A homepage headline that sounds cool but doesn’t say what the business actually does.

Or a service page filled with impressive-sounding jargon, but leaves you wondering what you’re actually getting.

It’s easy to fall into the trap of trying to sound smart, different, or creative. But clever isn’t what converts.

Clarity is.

Visitors should instantly understand who you are, what you offer, and why it matters to them.

Let’s clean up the confusion.

💡 How to Spot and Fix Confusing Website Copy

Clear messaging is one of the fastest, most impactful improvements you can make to your website. Here’s how to make it happen:

Start with the highest impact areas:

  • Homepage headline: This should be your clearest value statement, not a vague tagline.

  • Product/service pages: Use simple, specific language to explain what you offer.

  • CTAs: Don’t be vague, make it obvious what will happen when a visitor clicks.

Ask yourself this to test any section of copy:

  • Would someone unfamiliar with your brand understand this?

  • Does it explain what you do and who it's for in under 10 seconds?

  • Can you picture a customer repeating it back to a friend?

Examples of unclear vs clear copy:

  • Unclear: "Revolutionizing the way you connect."

    Clear: "Group video calls without the tech headaches."

  • Unclear: "Unlock your full potential."

    Clear: "1-on-1 coaching to help you land your next job."

  • Unclear CTA: "Get Started"

    Clear CTA: "Book a Free Strategy Call"

Clarity builds trust. Trust builds conversions.

🚀 Actionable Tip

Review your homepage headline and top-level service/product pages. Would a brand-new visitor immediately understand what you offer?

If not, rewrite one section using simpler, more direct language. Bonus: Ask a friend (not in your industry) to read it and explain it back to you.

Why This Matters

Unclear messaging is one of the most common (and fixable) conversion issues.

  • First Impressions Matter: Visitors decide in seconds whether to keep reading.

  • Lost Clarity = Lost Trust: Confusion creates friction and hesitation.

  • Better Messaging = Better Results: Clear, specific copy leads to more clicks, form fills, and sales.

When in doubt, be clear over clever.