Yes — especially when it’s obviously written for search engines instead of people.
In one of our past CRO tasks, we worked with a client whose homepage was a perfect example of this. The entire hero section was made up of exact-match service keywords used as headings and subheadings — with no real hook or message explaining how they help their customers.
While using relevant keywords on your landing pages is important for SEO, overusing them in generic, lifeless copy can make your website harder for actual visitors to engage with. You might rank for certain terms and get traffic, but most people won’t end up sending an enquiry or adding your product to their cart.
We’ve found that when landing page copy focuses too heavily on keyword placement without clearly communicating value, it often struggles to convert the traffic it attracts.
Search engine-optimised content might bring people to your website, but if your messaging doesn’t explain why someone should choose you, it’s unlikely to turn that traffic into revenue.
Ranking and converting should work together — not at the expense of each other.