How do you get copywriting for b2b websites done?

B2B writing is different from B2C (Business-to-Consumer) writing. It's usually more informative, focused on the product's or service's value to the business, and less about emotional appeal.

Updated on
January 8, 2024

Starting a copywriting project for a B2B website, like for a company such as Miro, involves a series of focused steps:

  1. Research Miro and Its Market: Understand what Miro offers, its unique selling propositions, and how it differentiates itself in the market. Study its current website and marketing materials to grasp their tone, style, and messaging. Also, analyze Miro's competitors to understand the industry landscape.
  2. Understand the Audience: Miro's primary users are businesses, teams, and professionals who need collaboration tools. Identify their needs, challenges, and what they might seek in a product like Miro. Understanding the audience's pain points and aspirations is key to effective copywriting.
  3. Define Key Messages: Based on your understanding of Miro and its audience, outline the key messages your copy needs to convey. These messages should align with Miro's brand voice and resonate with the target audience.
  4. Plan the Website Structure: Work with the web design team or the client to understand the website's structure. Know what pages you will be writing for (e.g., Home, About Us, Product Features, Pricing, Testimonials, Contact Us) and the purpose of each page.
  5. SEO Research: Conduct keyword research to find out what terms potential customers use when searching for collaboration tools. Incorporate these keywords naturally into your copy to help improve the website's search engine rankings.
  6. Start Writing: Begin with the sections that are most crucial, like the homepage, product features, and benefits. Ensure that your writing is clear, concise, and speaks directly to the benefits Miro offers to businesses. Use persuasive and engaging language while maintaining a professional tone.
  7. Incorporate Storytelling Elements: B2B copywriting can benefit from storytelling. This could include customer success stories, use cases, or scenarios where Miro solves specific business problems.
  8. Feedback and Revisions: After drafting the copy, seek feedback from the Miro team or stakeholders. Be prepared to make revisions based on this feedback to ensure that the copy aligns with the brand's voice and goals.
  9. Optimization and Testing: Once the copy is live, monitor its performance. Use tools to analyze user engagement and conversion rates. Be open to making adjustments based on this data.
  10. Stay Updated and Iterate: B2B environments evolve rapidly. Stay informed about changes in Miro's offerings, customer feedback, and market trends. Regularly update the copy to keep it relevant and effective.

Starting with thorough research and maintaining a focus on the brand's goals and audience needs throughout the process are the keys to successful B2B copywriting.

Some key points to consider for web copywriting include:

  1. Understand Your Audience: Know who you are writing for and tailor your content to meet their needs and interests.
  2. Craft Compelling Headlines: Headlines are crucial as they grab the reader's attention. They should be clear, engaging, and relevant to the content.
  3. Focus on Benefits: Emphasize the benefits of the product or service you are writing about, rather than just its features.
  4. Use a Clear and Concise Style: Web copy should be easy to read and understand. Avoid jargon and overly complex language.
  5. Include Calls to Action: Encourage readers to take action, whether it's making a purchase, signing up for a newsletter, or contacting for more information.
  6. Optimize for SEO: Incorporate relevant keywords to improve the visibility of your content in search engine results.
  7. Test and Revise: Continuously test different approaches and revise your content based on what works best.

Remember, effective web copywriting involves understanding the brand, product or service, the unique dynamics of online content, including how readers interact with it and how it is found via search engines.

To connect with your website visitors, you should:

  1. Avoid Unnecessary Content: Eliminate elements that do not resonate with your audience. This includes long-winded company descriptions, overly detailed product explanations, irrelevant information, and excessive use of superlatives or hype words.
  2. Create a Compelling Opening Line: Start with a line that specifically addresses your target audience. For instance, if you're targeting homemakers with a new type of flour, you might start with "Attention busy home cooks…". This ensures that the content directly appeals to and engages the intended reader.
  3. Construct Effective Headlines: Headlines should be concise and promise a benefit to the reader. Teaser headlines are effective only if they also indicate a benefit. The book suggests keeping headlines brief, ideally between 10-16 words, to ensure clarity and immediate impact​​.

By focusing on these elements, you can tailor your copywriting to effectively meet the needs and interests of your specific audience.

Tailoring your copywriting to reach the right audience involves several key steps:

  1. Understand Your Audience: Before writing, research and understand your target audience. This includes knowing their demographics, interests, pain points, and what motivates them. Use surveys, market research, social media listening, and customer feedback to gather this information.
  2. Segment Your Audience: Different segments of your audience may have different needs and preferences. Tailor your message to address the specific concerns and interests of each segment.
  3. Use Appropriate Language and Tone: The language and tone of your copy should resonate with your target audience. For example, a younger audience might prefer a casual and energetic tone, while a professional B2B audience might respond better to a more formal and informative style.
  4. Highlight Relevant Benefits: Focus on the benefits of your product or service that are most relevant to your audience. Emphasize how your offering can solve their specific problems or improve their lives.
  5. Create Engaging and Relevant Content: Your content should be engaging, informative, and valuable to your audience. Use storytelling, examples, and scenarios that your audience can relate to.
  6. Incorporate Feedback and Adapt: Continuously gather feedback from your audience and adapt your copy accordingly. This will help you fine-tune your message and improve its effectiveness over time.
  7. Test and Measure: Use A/B testing and analyze the performance of your copy to see what resonates best with your audience. This can help in refining your approach and strategy.

Remember, the key to successful copywriting is to connect with your audience on a level that is meaningful and relevant to them. Understanding their needs and preferences is crucial in crafting a message that will engage and compel them to take action.

Headlines are vital across the website

They are often considered the most challenging part of copywriting but are essential in capturing the audience's attention.

The primary purpose of a headline is to stop the reader from turning the page and to make them want to read the body copy. A well-crafted headline should encapsulate the sales pitch in a concise manner, typically within 10-16 words. It should align with the accompanying image and avoid clichés while raising brand awareness.

There are three main types of headlines:

  1. Those Promising News: Headlines that present something new or announce something significant.
  2. Those Arousing Curiosity: These headlines pique the reader's interest, compelling them to read further to satisfy their curiosity.
  3. Those Offering a Benefit: These are directly tied to the advantages the reader will gain, making them highly effective in drawing attention.

A headline is described as the first and biggest weapon in the battle for eyeballs. Its effectiveness can determine whether a website succeeds or fails. Getting it right can lead to a captive audience and potential orders, while a poorly crafted headline can result in lost interest​​.

In essence, a headline must be engaging, relevant, and concise, clearly communicating the core message or benefit to the reader.

In a B2B website context, focusing on the benefits of your product or service rather than just its features is essential

Here are some key points to consider:

  1. Concise Writing: You need to write concisely about your products, highlighting key features and benefits in as few words as possible. This approach is crucial, especially for e-commerce pages, where you must guide the customer through the buying process effectively.
  2. Addressing Customer Concerns: Anticipate any potential 'What if?' questions that might arise in the customer's mind at each stage of the buying process. Your copy should answer these questions succinctly and reassuringly to prevent the customer from abandoning their purchase.
  3. Direct and Personal Appeal: For landing pages, the approach is similar to sales letter copywriting. You should make a direct and very personal appeal to the visitor, especially those directed from an AdWord campaign or other links. The copy on these pages often resembles old-school letters, incorporating various direct mail copywriting techniques.
  4. Understanding Your Goals: It's vital to be clear about what you are trying to achieve with your website. This includes understanding whether your aim is to inform prospective customers about your organization, offer advice, sign up subscribers, or sell products. These goals should guide your copywriting strategy.
  5. Return on Investment (ROI): Like offline marketing, online marketing requires a focus on ROI. Test different approaches and adjust your strategy based on what delivers the best return.

By applying these principles, you can create B2B website copy that effectively communicates the benefits of your products or services and resonates with your target audience​​.

Use a clear and concise style is key for effective communication

According to "The Copywriting Sourcebook" by Andy Maslen, your writing should be:

  1. Third Person Perspective: Utilize a third-person perspective for a professional tone. For example, "XYZ Company today announces it will manufacture all its products using carbon-neutral technology." rather than the first person, "At XYZ Company, we are pleased to announce...".
  2. Conciseness and Clarity: Your style should be concise, short, and free of flowery language, hype, and jargon. This approach ensures that your message is straightforward and easily understood by your target audience.

In addition to the guidance from the book, some additional points to consider include:

  • Avoid Technical Jargon: Unless it's industry-standard and widely understood, avoid using technical terms that might confuse the reader.
  • Clear Headings and Subheadings: Use these to break up text and guide readers through the content.
  • Use Bullet Points or Lists: These can make complex information more digestible.
  • Active Voice: Use active rather than passive voice to make your writing more engaging and direct.

Remember, the goal is to communicate your message as effectively as possible without overwhelming or confusing your audience​​.

Call to action should be clear, direct, and encourage the reader to take a specific step.

This could be:

  1. Downloading a White Paper or Case Study: Encouraging users to download informational content to learn more about your services or industry insights.
  2. Signing Up for a Webinar or Event: Inviting users to register for an informative session.
  3. Requesting a Demo or Consultation: Encouraging users to experience your product or service firsthand.
  4. Subscribing to a Newsletter: Engaging users for long-term interaction and updates.
  5. Contacting for More Information: Directing users to get in touch for personalized queries.

Each call to action should be strategically placed and crafted to lead the user to the next step in their customer journey. The language should be action-oriented, creating a sense of urgency or value to prompt immediate response​​.

Optimizing your web copy for SEO

Optimizing your web copy for SEO involves incorporating relevant keywords to improve the visibility of your content in search engine results. The process is about creating a page that is more relevant to the target visitor than any other page on the web. When search engines index your page, the aim is to have it appear at the top of natural search results for specific search terms.

Key steps in optimizing for SEO include:

  1. Identifying Keywords: First, identify the keywords and phrases that people use when searching for the products and services you offer.
  2. Skillful Integration: Weave these keywords into your copy in a way that maintains a natural flow. The keyword density—the ratio of keywords to the total number of words—should be high enough to be noticed by search engine crawlers but not so high that it hampers readability or seems forced.
  3. Avoid Overstuffing: Do not cram your copy with keywords, as this can make it difficult to read and may turn visitors away. For example, avoid repetitive sentences like, "Our boutique hotel in Kingston is one of the finest boutique hotels in Kingston." Instead, opt for a more natural integration, such as, "If you’re looking for a boutique hotel in Kingston, try The Manse. It’s a boutique hotel with a difference, offering all the intimacy you’d expect but with the luxuries of a much larger hotel."
  4. Prioritize the Visitor: While SEO is important, the primary focus should be on the visitor's experience with your copy. The content should be engaging, informative, and appealing to your audience. Over-optimizing for search engines at the expense of user experience can be counterproductive.

By following these guidelines, you can enhance the SEO of your web content while ensuring that it remains compelling and user-friendly​​.

Testing and revising your content is a crucial step in ensuring its effectiveness.

Here are some strategies to effectively test and revise your copy:

  1. A/B Testing: Use A/B testing (also known as split testing) to compare two versions of your copy to see which one performs better. This could involve testing different headlines, calls to action, layouts, images, or even the overall tone of the content.
  2. Analyze Metrics: Track key performance indicators (KPIs) such as click-through rates, conversion rates, bounce rates, and engagement metrics. Analyzing these metrics will give you insight into how well your copy is performing and where it could be improved.
  3. Gather User Feedback: Collect feedback from your audience through surveys, feedback forms, or direct communication. This can provide valuable insights into what your audience thinks and feels about your content.
  4. Use Heatmaps and User Recordings: Tools like heatmaps and user session recordings can show you how visitors interact with your website. You can see what they click on, how far they scroll, and which parts of the page they spend the most time on.
  5. SEO Performance: Regularly check your content's search engine performance. Tools like Google Analytics and Google Search Console can help you understand how your content is ranking and which keywords are driving traffic.
  6. Continual Learning: Stay informed about trends and best practices in copywriting and content marketing. Applying new techniques and insights can help keep your content fresh and effective.
  7. Iterative Process: Understand that optimization is an ongoing process. Regularly schedule reviews of your content to ensure it remains relevant and effective.
  8. Competitive Analysis: Keep an eye on your competitors' content strategies. This can provide insights into what's working in your industry and help you identify opportunities to differentiate your content.

By continuously testing, analyzing, and refining your copy, you can improve its effectiveness and better achieve your marketing goals. Remember, what works today might not work tomorrow, so it’s important to stay adaptable and responsive to changes in audience behavior and preferences.

Storytelling in website copywriting plays a crucial role in engaging and connecting with the audience. It helps in humanizing the brand and making complex information more relatable. Effective storytelling can transform mundane facts into compelling narratives, thus making the brand more memorable. It also aids in building an emotional connection with the audience, which can lead to increased trust and loyalty. Stories can be used to illustrate the benefits of a product or service, demonstrate the brand's values, or share customer success stories, making the content more impactful and persuasive.

Overall, storytelling enriches the user experience on a website, making it more than just a source of information but a memorable journey for the visitor.

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