After working with hundreds of surf camps, retreats, surf schools, surf shops and surf-focused e-commerce brands for well over a decade, I’ve learned this: most businesses think they have a marketing problem…
But what they actually have a is website problem.
You can post reels, run ads, send newsletters and get shoutouts from influencers. All well and good.
But if someone lands on your website and can’t instantly understand what you offer, why it matters or how to move forward. They’re gone.
Vanishing like a fart in a fan factory, as my grandfather used to say.
It doesn’t matter whether you’re selling boardshorts, surf retreats or 1:1 coaching either.
All roads eventually lead to your homepage, product pages or booking page. And in those first few seconds, your site is either building trust or silently breaking it.
Here are 8 website copy red flags that show up across e-commerce and booking-based businesses (plus simple fixes to turn things around fast).
Do you recognise any of these on your own website?
🚩 1. It’s all about you
A common mistake is starting with your story, your years in business or your philosophy. Visitors aren’t here for that yet. They’re here for a solution.
Example red flag:
“We’ve been guiding surfers for 12 years and our team prides itself on…”
Why it hurts:
It puts the spotlight on you, rather than the visitor.
How to fix it:
Lead with the transformation they get.
“You’ll gain confidence in any conditions with coaches who know these breaks inside out.”
Once they feel seen, you can share your backstory further down the page.
🚩 2. Your offer isn’t clear
People shouldn’t have to decode what you sell. Ambiguous, “vibe-heavy” intros dampen conversions.
Example red flag:
“Where lifestyle meets ocean energy.”
Why it hurts:
Visitors can’t tell if you offer surf lessons, retreats, clothing or something else.
How to fix it:
Get to the point in one line and resist the urge to be clever. Instead, be direct.
“Premium eco-friendly surf gear.”
“Small-group surf retreats for beginners and intermediates.”
“Private surf coaching in Bali.”
Clarity creates confidence.
🚩 3. Your copy is dense and hard to skim
People skim websites the way they skim surf forecasts… fast. Long paragraphs slow them down. Big chunks of text scare them off. Learn how copywriting can transform your brand.
Example red flag:
A chunky, multi-sentence block explaining all your services in one go.
Why it hurts:
Big blocks look overwhelming. Especially on mobile.
How to fix it:
Break information into short lines and bullets:
- Surf lessons for all levels
- Eco-friendly wetsuits and accessories
- Simple, flexible booking
- Worldwide shipping
Make the page feel light and effortless with plenty of white space.
🚩 4. There’s no clear next step
Visitors need direction. When they reach the end of a page with no CTA, they bail.
Example red flag:
A homepage that ends with no button or contact prompt.
Why it hurts:
People won’t hunt for your “Buy now” or “Book now” link.
How to fix it:
Add one easy, obvious CTA:
“Book your lesson.”
“Add to cart.”
“Check availability.”
Every page needs a purpose and a path.
🚩 5. The mobile experience is poor
Most customers (and surfers especially) browse on their phones. If your site doesn’t work well on a small screen, you lose trust instantly. It’s annoying and unprofessional when images overlap, elements are bunched together and you need to pinch or scroll just to read one paragraph.
Example red flag:
Tiny buttons, overlapping text, slow load times or a booking form that breaks on mobile.
Why it hurts:
Mobile frustration = poor reflection on your capabilities as a brand.
How to fix it:
- Test your site on multiple phones
- Use fast-loading images
- Keep layouts simple
- Make buttons thumb-friendly
Mobile should feel as smooth or smoother than desktop, not worse.
🚩 6. You’re missing trust signals
If you’re asking someone to buy or book, they need proof that you’re credible.
Example red flag:
No mention of certifications, reviews, experience or guarantees.
Why it hurts:
Uncertainty kills conversions.
How to fix it:
Show signals that reduce risk:
- “ISA certified instructors”
- “Over 10 years guiding surfers here”
- Verified customer reviews
- Secure checkout badges
- Clear shipping or cancellation policies
Trust belongs above the fold, not buried within or at the bottom of the page.
🚩 7. Your messaging is inconsistent
If the tone or message changes from page to page, visitors get confused about who you are.
Example red flag:
One page says you’re “luxury,” another says you’re “budget-friendly” and your product pages say neither.
Why it hurts:
Mixed messaging creates doubt and lowers perceived professionalism.
How to fix it:
Repeat your core message everywhere:
- Homepage header
- About page
- Product or service pages
- CTAs
- Social bios
Consistency builds brand memory. Learn more about how to create a cohesive brand messaging strategy.
🚩 8. You list features but not benefits
Features are facts. Benefits explain why those facts matter. In short, features tell and benefits sell.
Example red flag:
Use have dot points ONLY saying this:
- “4mm limestone neoprene, quick-dry lining, flatlock seams.”
- “5 nights accommodation, 3 meals a day, video coaching.”
Why it hurts:
People can’t immediately see how it improves their life, trip or surf session.
How to fix it:
Translate features into desirable outcomes:
- “Stay warmer, surf longer and reduce waste with eco-friendly limestone neoprene.”
- “Recharge in ocean-view rooms, refuel with nourishing meals and progress faster with daily coaching.”
Benefits turn information into emotion and emotion is what converts.
Wrapping it up
Whether you run an online store or a booking-based surf business, your website is the place where decisions are made.
If any of these red flags popped up as you read, they’re almost certainly costing you sales or bookings. Silently, daily and without warning… like a rogue set cleaning you up when you least expect it!
The good news?
Every issue here is fixable. And once fixed, your website becomes clearer, more confident and far more effective at turning visitors into customers and guests.