Why “Technically Good” Copy Doesn’t Convert — And What Actually Does

(How to Fix Your Conversion Copy So It Lands and Sells)

Back in college, I took a Film 101 class. Dreamy. We watched classics, analyzed shots, and had deep, intellectual debates about symbolism in The Godfather while eating dining hall pizza.

Naturally, I queued up all the must-watch movies I’d missed. High on the list: Citizen Kane.

The film nerds had hyped it forever. "It changed cinema!" they said. "A masterpiece!" they said.

And technically? It is.

📽️ Innovative camera angles.
📽️ Groundbreaking narrative structure.
📽️ Cinematic history in motion.

But as a movie? I hated it. Once was enough.

It didn’t land. I could appreciate the craft, but emotionally, I checked out.

And that, dear reader, is exactly what happens with a lot of conversion copy.

The Problem with Technically Good Conversion Copy

You might’ve hired a copywriter.
Or followed all the formulas.
Or lovingly dotted every “i” on your website and sales page.

Your copy might check all the boxes:

✅ Juicy headline
✅ Clear benefits
✅ Proof stacked like pancakes
✅ Buttons in all the right spots

But still? No clicks. No sign-ups. No sales.

Why?

Because conversion copy is about more than just structure, it’s about resonance.

Let’s dig into the real reasons why technically good copy doesn’t convert—and how to fix it.

1. Your Copy Doesn’t Sound Like You

Let’s talk brand voice. It’s not just a vibe. It’s the foundation of trust, connection, and yes, conversion.

I had a client recently who’d gone through a big-name copy training. She asked me to review her sales page. The page had all the ingredients of great copy, but something felt... off.

The reason? Every edit she’d received made her sound like the instructor, not like her.

When I offered tweaks that actually reflected her natural voice—her quirks, her humor, her pace—she lit up.

Her words suddenly fit.
The message clicked.
She felt at home in her own damn copy.

That’s what real conversion copy does. It makes your reader feel like you get them because you’re showing up as yourself, not a watered-down version of someone else.

Pro tip: If your brand voice isn’t documented, your copy will always feel like it’s trying on someone else’s clothes.

2. The Message Is Slightly Off (And Slightly Is Enough)

Here’s a hard truth: Copy can sound perfect and still miss the mark if it’s saying the wrong thing to the wrong people.

I had this happen to myself.

I posted about an offer I was testing. In every one-on-one convo, people were drooling over it. But the actual post? Crickets.

Why?

I’d used my brand voice. I’d followed my own structure. But the way I positioned the offer was off for that specific audience. Subtle, but fatal.

A friend and coach offered to take a stab at a rewrite (bless her). Her tweaks? 🔥

She didn’t change my voice—she changed the angle. Suddenly, the message resonated.

That’s the power of strategic conversion copy. It’s not just what you say, but how you say it. And to whom.

3. You're Speaking in Industry Jargon—Not Client Language

You know what doesn’t convert? Writing for your peers instead of your people.

It happens to the best of us. You’ve been in the game long enough that words like “positioning” and “funnels” and “offer ladders” roll off your tongue.

But to your clients? That might as well be Klingon.

Great conversion copy doesn’t flex expertise—it reflects experience.

It mirrors what your ideal client is actually saying. Their real-life words. The phrases they whisper into their Google search bar at 1am.

Remember Mean Girls? Lindsay Lohan doesn’t get in with the cool kids until she learns to speak their language.

Same goes for copy. If your reader doesn’t see themselves in your words, they won’t hear you at all.

Want to fix this fast? Start collecting Voice of Customer data. Steal the exact language your people use and let it guide your copy. No more guessing.

What Real Conversion Copy Actually Does

To recap, “technically good” copy isn’t enough. For your copy to convert, it needs to:

✅ Sound like you

Your brand voice should be unmistakable. It should feel like a voice memo from a friend, not a script from a sales robot.

✅ Say the right thing

Conversion copy zeroes in on what your reader needs to hear in the moment they’re deciding. That takes strategy, not just style.

✅ Speak the right language

No jargon. No internal team buzzwords. Just real, human words that feel like they’re coming from inside your reader’s brain.

When those three things line up? That’s when people stop skimming and start clicking.

Let’s Tie It All Together

You can have the juiciest headline, all the right buttons, the most “proven” framework…

But if the voice isn’t right, the message isn’t clear, or the language doesn’t connect?

Your copy won’t convert.

Think of your conversion copy like a dinner party:

• Your voice is the vibe. (Cozy? Cool? Bold and spicy?)

• Your message is the menu. (Are you serving what they actually want?)

• Your language is the playlist. (Are you playing their song—or just background noise?)

When it’s all in sync, your reader doesn’t just read. They feel. They trust. They act.

TL;DR for the Skimmers (Yes, You!)

Why your “good” copy isn’t converting:

• It doesn’t sound like you

• It’s saying the wrong thing (even subtly)

• It’s written in insider language, not client language

How to fix it:

• Nail your brand voice

• Clarify your message strategy

• Use real Voice of Customer data

You don’t need to start from scratch. You need to recalibrate.

And if you’re stuck trying to DIY your conversion copy while screaming “WHY IS THIS NOT WORKING?” into the void—I see you.

There are better ways. Strategic ways. (And yes, fun ways too.)