How to Tell If You’re Writing Too Much Copy
There’s a common belief among marketers and business owners that more copy equals more persuasive power. Surely more explanation, more benefits, and more storytelling make for a stronger message?
Well, not always.
In fact, writing more can often dilute what you’re trying to say. The longer your message, the harder your reader has to work to get to the point. And in many cases, they won’t bother reading the copy at all.
Now, don’t get me wrong. I’m a big fan of long-form copy when it’s done right (I mean, this post is over 2,300 words long). But it’s important to be aware of when you’re over-writing.
So, here’s a question to test the idea that you could be writing too much:
What would happen if you removed 20% of your copy right now?
Would anything important actually be lost, or would it make the copy tighter, clearer, and more compelling?
I once worked with a client in the professional services space whose landing page was packed with well-meaning information. After a deep edit that trimmed nearly a third of the text, the page began converting at a significantly higher rate.
We didn’t add anything new. We just cut what wasn’t pulling its weight.
This article is about learning when more words are justified, and when they’re getting in the way. We’ll look at situations where long copy earns its keep, how to spot bloat, and what to do when your writing starts to feel heavy.
Let’s start by looking at when longer copy actually helps…
When More Copy Helps
There are times when long copy does exactly what it’s supposed to: inform, reassure, and persuade. But these times are strategic, they’re never just about filling space.
When trust needs building
If you’re selling something complex, high-value, or unfamiliar, more detail can help reduce friction.
For example, SEO services, executive coaching, or wellness programmes are known for being difficult to quantify.
So, they often require extra space to educate the reader and build confidence. In these cases, longer copy provides reassurance.
When the customer has already bought a trip wire product
If a customer has already made a small purchase like a low-cost e-book, checklist, or mini-course, they’ve shown interest. They’re a warm lead.
However, this doesn’t mean they’re ready to dive into your core offer just yet.
At this stage, longer copy can play an important role in reinforcing trust. It gives you space to show what sets you apart, to connect the dots between the trip wire and the main offering, and to pre-empt any hesitations they might still have.
When your audience wants detail
Some people skim, whereas others dig deep. They want to understand exactly what they’re buying, how it works, and whether it fits their needs before they commit.
If your audience includes researchers, careful spenders, or clients with compliance processes, longer copy can give them the reassurance they need to make a purchase.
These readers are doing their homework. They’re comparing vendors, assessing risks, and often presenting recommendations to decision-makers. They need substance, not surface-level overviews.
Think of software buyers who want to know what integrations are supported, how onboarding works, and what kind of customer support is available. Or HR teams who need to understand the cultural fit of a coaching programme before recommending it to leadership.
When formatting makes it readable
Longer copy doesn’t have to feel long. With the right combination of subheadings, short paragraphs, bullet points, and negative space, you can give the reader options. They can skim or dive in, depending on their needs. The key is giving them breathing room.
In these contexts, it’s about how the words are used and how they’re presented.
But not every situation calls for depth. And often, what looks like useful content is actually just filler.
When You’re Probably Writing Too Much
Writing too much isn’t a matter of word count. The real issue is whether each part of your copy is doing its job. If a section adds no clarity, no value, and no forward movement, it’s taking up space instead of supporting your message.
Here are some signs you’re overdoing it:
You’re saying the same thing three different ways
Repetition can be useful, especially when you’re reinforcing a key benefit or addressing the same concern from multiple angles. But there’s a difference between deliberate repetition and unintentional repetition (see what I did there?).
If you find yourself circling around the same point with different phrasing, it’s often a sign the copy lacks confidence. It usually happens when you’re unsure how to move the reader forward, so you restate what you’ve already said in slightly different words.
Good copy makes a point once, and moves on.
You’re writing to sound impressive
This happens when style takes priority over substance. You want to sound professional, persuasive, or authoritative, so you start working in polished phrases, buzzwords, or unfounded claims.
The result often feels overwritten. You’re speaking in a tone that sounds good in your head, but doesn’t land with the reader. It’s copy that looks sharp on the surface but leaves people wondering, “What does that actually mean?”
If your writing is more about how it sounds than what it says, it’s time to cut back. Strip away the flourishes and focus on clarity.
You’re using vague statements
Phrases like “we pride ourselves…” or “we go above and beyond” appear on countless websites and that’s exactly the problem. They’re so familiar, they barely register.
These statements are meant to build trust, but without proof, they fall flat. They tell the reader how you want to be seen, not why you deserve to be trusted.
Instead of generic claims, offer something tangible. Replace vague statements with a client quote, or a case study that shows what you did differently.
Your subheadings are propping up weak paragraphs
Strong subheadings set expectations, and that’s where the risk lies. If the paragraph beneath doesn’t deliver, it undermines the whole section.
You’ve probably seen this happen: a bold subheading like ‘‘How We Deliver Results’’, followed by a few vague lines about collaboration and commitment. The subheading promised insight, but the copy delivered filler.
This kind of mismatch often happens when the subheading was written first, and the paragraph was added later without much direction.
To fix it, ask yourself: if this subheading was removed, would the paragraph stand on its own? If not, the section might not be necessary.
Let’s look at this fictionalised example from a consulting firm’s landing page:
Before:
“At XYZ Consulting, we pride ourselves on delivering innovative technologies that are tailored to meet your business needs. Our team of experienced professionals will work closely with you to identify your pain points, develop strategies, and implement effective methods that drive measurable results. We believe that collaboration, transparency, and commitment are the keys to long-term success in today’s competitive environment.”
After:
“We help mid-sized businesses improve operational efficiency using custom-built software. Whether automating manual workflows, or integrating scattered systems, we work directly with your team to identify ways of saving time and reducing costs.”
What you’ll notice here, is that the before version relies on generic language and broad claims like “innovative technologies,” “experienced professionals,” and “long-term success”, without offering specifics. It sounds polished, but lacks clarity and focus. Much of the content could apply to almost any consultancy.
The after version is tighter, clearer, and far more specific. It defines the audience as “mid-sized businesses”, the outcome is “improve operational efficiency”, and the methods are “automating manual workflows,” and “integrating scattered systems”.
Essentially, the after version shifts from abstract ideas to concrete benefits, making it easier for the reader to understand what’s on offer and why it matters.
How to Spot Over-Writing in Your Own Work
It’s one thing being able to recognise bloated writing in someone else’s work, but spotting it in your own can be harder. Here are some ways to self-edit more effectively:
Read it aloud
Reading your copy out loud forces you to slow down and experience the rhythm of your writing as a real person would. If your attention starts to drift halfway through a section, that’s a red flag.
What feels smooth in your head might reveal itself as long-winded or clunky when spoken aloud. Awkward pacing, repetitive phrasing, or overly complex wording all become more obvious.
So, if you start mentally editing as you speak, it’s an indication of what your reader will feel, even if they’re only skimming silently.
Ask yourself: Does this line add something new?
Every sentence in your copy should justify its place. It should either move the story forward, clarify an idea, introduce a new benefit, or deepen the reader’s understanding. If a line just echoes what’s already been said, it’s worth cutting.
This is especially important in longer-form writing, where it’s easy to lose track of whether you’re actually saying more, or just saying the same thing differently.
After writing a draft, go through it line by line and ask: What purpose does this serve? If you can’t answer clearly, it’s probably safe to delete.
Try the “slide rule” test
Imagine taking each section of your copy and reducing it to a single PowerPoint slide. Would your audience grasp the core point instantly? Could they summarise it in one sentence?
If the answer is no, it likely means that the writing is meandering. This doesn’t mean every section has to be ultra-short. But it does mean that the idea behind it needs to be clean and easy to express.
This test forces you to clarify the takeaway of each part of your copy. If you can’t find one, the section may be trying to do too much.
Zoom out
Sometimes it helps to stop reading the body copy altogether and just look at the structure. Skim through your subheadings and the first sentence of each section. Do they form a logical, useful outline? Can a reader get the gist of the message just by scanning?
If the subheadings feel disconnected or vague, it could be a sign that you need to consolidate, restructure, or cut entirely.
Zooming out helps you spot structural weaknesses before diving back into the detail.
Here’s What to Do Instead…
So, once you’ve identified areas of excess, what’s the best way to refine your copy without losing impact?
Cut with intention
Editing means making deliberate decisions about what stays and what goes. Don’t just look at length. Look at usefulness. Ask yourself: Is this line earning its place?
A paragraph might sound good, or feel like it adds polish, but if it doesn’t introduce a new idea, support your main point, or guide the reader closer to action, it’s a candidate for the cut.
This mindset turns editing from a task into a tool.
One clear point per section
When a section tries to juggle three or four different ideas at once, it tends to lose focus. You end up with paragraphs that wander, points that compete with each other, and readers who get lost in the noise.
Instead, structure your copy strategically so that each section does one job. One idea, one benefit, one next step. You can still cover multiple angles or benefits, but give each one its own space to land.
Focused sections are easier to follow, easier to remember, and easier to trust. That sense of clarity creates confidence, and confident writing builds credibility.
Run a simple experiment
Editing can be a bit abstract, until you test it. Try this: take a finished draft and remove two sentences from each paragraph. Then read it back.
If the copy still holds together, you’ve just improved it. This small experiment is a powerful reminder that many drafts can afford to lose 10–20% without sacrificing clarity. In fact, they often become stronger because of it.
You can always add something back in if it turns out to be essential. But start by seeing what happens when you let it go.
Think ‘‘reader-first’’
It can be tempting to include that clever turn of phrase we’re proud of, or to pad a paragraph because we think it “sounds right.” But what we want to say isn’t always what the reader needs to hear.
Effective copy is built around the reader’s experience. What do they actually need to know in this moment? What would help them make a decision or take the next step?
If a line exists mostly to impress, to fill space, or to echo what’s already been said, it probably doesn’t belong.
Use formatting to create flow
Sometimes copy just feels too long. Not because there’s too much information, but because it’s poorly structured. Dense blocks of text and minimal negative space can make even good writing feel like a chore to read.
That’s where formatting earns its keep. Use clear subheadings to break up topics, bullet points to simplify lists or features, and break long paragraphs into shorter ones.
Well-formatted copy invites the reader in and keeps them moving. It respects their time, and in return, you get more of their attention.
Closing Thoughts
The ability to refine your own writing is one of the most valuable skills a copywriter can develop. It improves the clarity of your messages, and it shows respect for your reader’s time and attention.
Here’s a challenge: take the last piece of copy you wrote, and trim it by 20%. Then compare the two versions. Which one lands faster? Which one feels more confident?
If you’d like more guidance on editing your own work or improving clarity, The Brand New Copywriting Course explores the topic in more detail.
And if you have any of your own advice to share about knowing when you’ve written too much, I’d love to hear it. Because I’m guilty of over-writing sometimes too (he says as he types the 2,350th word).
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