7 Signs Your Web Content Sucks (and How to Fix It)

Creating bad website content can be more damaging than having no content at all. Even with a solid content marketing strategy, poorly written or confusing pages can drive visitors away, hurt your search rankings, and make your brand appear unprofessional. Many businesses invest time and money into content that never achieves its goals because they overlook the basics of clarity, readability, and audience focus.

In this article, we’ll explore seven clear signs your web content is underperforming and share practical ways to fix each problem. For expert guidance, book a call with the Nonprofit Megaphone team to explore strategies that might work for you.

1. It Looks Like a Wall of Text

Online readers are visual. If your blog posts are one long scroll of unbroken paragraphs, they’ll leave before reaching the good stuff. Poor formatting kills engagement faster than poor grammar.

How to fix it:

• Break It Up: Write short paragraphs so your content feels approachable.
• Use Headings and Subheadings: Guide readers through your key points.
• Add Bulleted or Numbered Lists: Make information scannable and digestible.
• Include Visuals: Use infographics, photos, or short videos to break up content.

Good formatting is a silent form of accessibility that respects your readers’ time. It shows that you value clarity over complexity and want every visitor to easily grasp your message.

2. It’s Too Complicated

Dense writing isn’t just about formatting; voice and style are equally important. If your content feels stiff, overly formal, or reads like a grant proposal, you’ll lose readers fast. People online don’t want to decode your message. They want clarity, warmth, and a voice that feels human.

How to fix it:

• Keep It Simple: Avoid jargon or complex phrasing. If a fifth grader wouldn’t understand it, simplify it.
• Be Conversational: Write like you’re talking to a friend.
• Show Your Personality: Inject a little warmth, humor, or enthusiasm. Your voice matters as much as your facts.
• Read It Aloud: If it sounds robotic or confusing when spoken, it’s too dense.

When your writing style is clear and approachable, readers feel connected to your mission. Knowing your audience helps you choose the right tone, language, and examples so your message feels meaningful to the people you want to reach.

3. It Sounds Like a Robot Wrote It

The internet is increasingly flooded with AI-generated content, and while using AI isn’t inherently bad, it’s important to know how to add a human touch. Common tip-offs of AI writing include phrases like “it’s not X — it’s Y,” overuse of m-dashes, or repetitive, generic openings such as “in today’s fast-paced world.” These patterns can feel mechanical and impersonal, which may turn readers away.

How to fix it:

• Use Contractions: “You’ll,” “we’re,” and “it’s” sound natural.
• Avoid Common AI Patterns: Be aware of common AI-style patterns and phrasing that can make your writing feel mechanical.
• Mix in Emotion: Use storytelling to show the human impact behind your cause.
• Be Intentional With AI: AI tools can help generate ideas or outlines, but human editing and personal touches are what make your content feel authentic.

Search engines favor clear, engaging, and original writing, so adding a human touch is essential to keep your content both readable and discoverable. AI-powered SEO for nonprofits can help optimize content, but it works best when paired with authentic, human-edited writing.

4. The Focus Is Too Narrow

Here’s a tough truth: most people visiting your website aren’t there to celebrate your internal milestones. While it’s exciting for your team when you welcome a new board member, receive an award, or launch a staff newsletter, those updates rarely grab the attention of someone discovering your organization for the first time. If your goal is to attract new donors or volunteers, focus on content that appeals to a broader audience.

How to fix it:

• Identify Your Target Audience: Research who you want to reach, including their interests, needs, and challenges.
• Put Yourself in Their Shoes: Think about what questions they might have or problems they want solved. Choose topics that matter to them.
• Highlight Impact, Not Internal Updates: Show how your organization’s work affects real people or the community.

Focusing too narrowly on internal milestones can limit your reach and engagement. Most nonprofits rely heavily on donors for support, especially after federal funding cuts, so creating content that appeals to a broad audience is essential for growing your organization.

5. It’s Not Showing Up in Search Results

Many nonprofits create heartfelt content that never reaches its audience because they don’t understand how to do SEO. Without proper optimization, even the most impactful stories can get buried in search results, especially as AI overviews dominate no-click search results and reduce traffic to your site.

How to fix it:

• Research and Use Relevant Keywords: Identify the terms your audience is searching for and naturally include them in your content to improve visibility.
• Optimize Titles and Meta Descriptions: Craft clear, compelling titles and descriptions that encourage clicks from search results.
• Use Internal Links: Connect related pages on your site to help readers navigate and boost your SEO authority.

Implementing SEM and SEO strategies ensures your content reaches the right audience and maximizes the impact of your online presence.

If SEO feels overwhelming, Nonprofit Megaphone’s team can help you design a tailored SEO content strategy that gets your mission seen by the right people.

6. It’s Out of Date

Old statistics, broken links, and outdated photos send a message that your organization isn’t active. Even if your mission is strong, stale content weakens trust and reduces credibility.

How to fix it:

• Audit Your Site Quarterly: Identify broken links, outdated content, and SEO opportunities that can keep your website performing at its best.
• Add Recent Impact Stories: Show current results or upcoming events.
• Replace Expired Campaigns: Retire old appeals and replace them with relevant CTAs.
• Use Evergreen Content: Focus on topics that remain useful over time.

Regular updates also signal to Google that your site is active, which can improve your search rankings and help maintain visibility for your audience.

7. It Doesn’t Inspire Action

Even the most beautiful writing is wasted if it doesn’t move people to act. Many nonprofits create inspiring content that showcases their work, but without a clear call to action, readers may leave feeling unsure how to help. 

How to fix it:

• Include CTAs Throughout Your Content: Not just at the end.
• Make Them Specific: Clearly tell readers exactly what step you want them to take next.
• Show Impact: Explain how their action makes a difference.
• Test Placement and Language: Try different buttons, pop-ups, or inline prompts.

Framing your CTA in a way that feels natural and directly connected to the content can make it more compelling and increase the likelihood that readers will take the next step. Some call-to-action examples include “Donate now,” “Join the movement,” or “Schedule a free audit.”

From “Meh” to Magnetic: Turning Bad Content Around

Even the most heartfelt messages can fall flat without proper content optimization. The power of SEO helps your nonprofit reach the right audience and inspire action. Understanding how to rank higher on Google ensures that your stories, programs, and impact are actually seen. Tools like the Google Ad Grant can amplify visibility, but success depends on pairing these resources with high-quality, optimized content. Regularly auditing your site, updating outdated information, and aligning your messaging with your audience’s needs can turn underperforming content into a powerful engagement engine.

If you’re ready to turn your “meh” content into magnetic storytelling, book a call with Nonprofit Megaphone’s expert team today.