Common Copywriting Mistakes That Could Be Hurting Your Baltimore Business
Your business’s website, social media, and marketing materials rely on strong copy to attract and convert customers.
But poorly written copy? It can confuse your audience, weaken your brand, and ultimately cost you sales.
Whether you run a Fells Point boutique, a Hampden café, or a service-based business in Mount Vernon, your words matter. In this post, we’ll highlight common copywriting mistakes—and how Baltimore businesses can fix them to boost engagement, build trust, and drive real results.
1. Being Too Generic Instead of Localizing Your Message
Baltimore audiences respond to content that feels personal and rooted in the local vibe. Generic copy gets lost in the noise.
Example: Visit Baltimore doesn’t just say, “Come see the city.” Their website highlights specific neighborhoods like Federal Hill and Station North, giving visitors a real sense of place.
Fix: Replace vague copy like “Visit our café for the best coffee” with something more grounded:
🡒 “Sip locally roasted coffee at our cozy Hampden café—just steps from The Avenue.”
2. Overloading Content with Jargon or Corporate Speak
Overly formal language or industry buzzwords can feel cold or confusing. Your copy should sound like a real human, not a corporate brochure.
Example: Ekiben—their authentic tone makes their brand unforgettable. Their menu descriptions are bold, simple, and fun.
Fix: Instead of saying,
🡒 “We offer superior, top-tier consulting solutions,”
say,
🡒 “We help Baltimore businesses grow with practical advice and real results.”
3. Weak or Missing Calls-to-Action (CTAs)
Your audience needs a nudge. Without a clear CTA, potential customers may simply scroll away.
Example: The Baltimore Symphony Orchestra website nails this with strong, specific CTAs like “Get Your Tickets” or “Subscribe Now.”
Fix: Upgrade generic CTAs like “Learn More” to action-driven ones:
🡒 “Book Your Table at Our Fells Point Restaurant Today.”
🡒 “Sign Up for Our Canton Fitness Challenge.”
4. Ignoring SEO and Local Keywords
If your copy isn’t optimized for search engines—and local terms—you’re missing out on customers who are already looking for you.
Example: The Charmery uses keywords like “Baltimore’s best ice cream” to boost their visibility in search results.
Fix: Instead of saying,
🡒 “We sell handcrafted candles,”
try,
🡒 “Shop our hand-poured soy candles made right here in Baltimore.”
5. Failing to Showcase Personality & Brand Voice
A bland or inconsistent tone can make your brand fade into the background. Your voice should reflect who you are and resonate with your audience.
Fix: Identify 3–5 words that describe your brand—maybe bold, welcoming, quirky, local, reliable—and weave them into every piece of copy, from your homepage to your Instagram captions.
6. Not Addressing Customer Pain Points
Your customers care less about features—and more about how your product or service solves their problems.
Example: Charm City Run doesn’t just sell athletic gear. They focus on helping Baltimore runners find shoes that prevent injury and improve performance.
Fix: Instead of,
🡒 “We sell running shoes,”
say,
🡒 “Find the perfect shoes to train for the Baltimore 10-Miler—without the blisters.”
Ready to Elevate Your Brand Voice?
Strong, strategic copywriting can make a world of difference—especially when it’s rooted in the unique charm of Baltimore. By avoiding these common mistakes, your business can craft content that connects with your audience, strengthens your brand, and boosts sales.
Need help crafting powerful, authentic copy that speaks to your Baltimore audience? Let’s create content that reflects your values—and gets results.
Reach out today to get started.
