Confused people don’t convert

We’ve all seen that website… you land on the homepage and immediately think: Wait, what do they actually do?

The design might be beautiful. The words might be clever. But if you’re three scrolls deep and still can’t figure out what the offer is, you’re gone. And you’re not alone. Most people won’t stick around to decode your message.

Confused people don’t convert.

They leave. They bounce. They close the tab and move on with their day.

Clarity matters more than cleverness when it comes to your copy. How do you write like someone who actually wants to be understood?

The problem with clever

Clever feels fun to write. It’s witty, playful, smart. And there’s definitely a time and place for it.

But when cleverness gets in the way of clarity? That’s where things fall apart.

Here’s what that can look like:

• A headline that’s catchy… but doesn’t explain what you do

• A quirky product name with zero context

• A sea of metaphors, but no clear offer

• Wordplay that sounds cool, but doesn’t connect
  

If your reader has to guess what you’re trying to say, you’ve already lost them.

Clever without clarity is like showing up to a first date in a costume. Sure, you might be interesting. But you’re not making it easy to get to know the real you.

Clarity builds trust

Think about the last time you clicked with a brand, service, or person online. Chances are, it wasn’t because they dazzled you with wordplay — it was because they made sense.

You understood:

• What they do

• Who they help

• Why it matters
  

And because of that, you were more likely to trust them.

Clear copy feels like a conversation with someone who gets it. Someone who isn’t trying to impress you… they’re trying to help you.

That’s the energy we want in your content.

How to know if your copy is clear enough

Here’s a simple gut check: Would your ideal client understand this after one read?

If the answer is “maybe” or “hmmm… they might need some explanation,” it’s time to get out the red pen (I am 100 years old) and simplify.

Other signs your message needs clarifying:

• You’re getting lots of views but few inquiries or sales

• People ask, “So what do you actually do?” even after visiting your website

• Your offers or process feel hard to explain — even to yourself
  

It’s important to remember that clarity isn’t about dumbing things down. Give your audience some credit. It’s about making your ideas easier to receive. 

Simple doesn’t mean boring

Let’s be clear (ha) here... you can still be warm, funny, bold, and expressive. This isn’t about stripping away your personality. It’s about grounding your creativity in language people can understand.

You can write with personality and be clear. You can be memorable without making your readers work too hard.

Your voice should shine, just not at the expense of clarity.

Say it out loud

If you’re ever unsure whether something makes sense, say it out loud. Would you actually say that sentence in a conversation with another human being? Or are you trying to sound like someone else?

If it feels natural when you say it, it’ll probably feel natural to your audience, too.

Bottom line? Clarity builds connection. And connection leads to action.

So the next time you sit down to write your homepage, a sales page, or even an Instagram caption… resist the urge to be clever first. Be clear (and kind). And speak like someone who wants to be understood.