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7 signs your copy needs a rewrite
Even good writers produce first drafts that need work. The difference between copy that converts and copy that doesn't is often just one ruthless revision pass. Here's what to look for.
⚠ It starts with 'We'
Readers care about themselves. Rewrite every 'we' sentence from the reader's POV.
⚠ Features instead of benefits
'Exports to PDF' → 'Share polished reports in one click, no formatting required.'
⚠ Passive voice everywhere
Active voice is 30% shorter and 40% more persuasive. Cut passive constructions ruthlessly.
⚠ Vague superlatives
'Best in class', 'world-class', 'leading' — cut them all. Replace with specific proof.
⚠ Buried CTA
If the ask shows up on paragraph 6, your conversion rate is suffering. Lead with the outcome.
⚠ No urgency or risk reversal
Give people a reason to act now and remove the risk of being wrong. Every good offer has both.
⚠ Too long for the placement
A hero headline is 6-10 words. An email subject is 40 chars. Match length to context.
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