Unfocused
When your message lacks focus, your reader lacks direction - and confusion doesn’t lead to conversions.
Good for
Fixing copy that tries to do too much - or ends up doing nothing at all
What it means
If your copy doesn’t have a clear focus, neither will your reader.
Unfocused copy usually lacks:
Specificity - No clear customer or problem.
Benefit - Doesn’t explain what the reader actually gets.
Call to Action - Vague, inconsistent, or missing entirely.
Trying to say everything often leads to saying nothing. Focus on one reader, one offer, one action.
Example Use Case
Homepage copy for a freelancer platform.
Example Implementation
Unfocused version:“We help freelancers, businesses, and creators collaborate on all kinds of work in many ways.”Focused version:“Hire vetted freelancers in under 48 hours - designers, developers, and marketers, ready to go.”