A head of sales has frontline insights about customers – leveraging that can make your website copy far more persuasive and relevant. They know what messages resonate in pitches and what objections prospects commonly raise. Marketers should ask questions like: “What are the top 3 pain points prospects mention?” The sales lead might say, for example, “They’re always worried about integration and ROI payback time.” That tells you the site copy should explicitly address easy integration and quick ROI. Another question: “What product benefits do prospects get most excited about or react positively to?” Sales might reveal a benefit you underplay on the site. If the Sales Head says, “Whenever I show them the reporting feature, their eyes light up,” you’d want to ensure the site copy and maybe visuals highlight “Real-time Reporting” as a key benefit. Also ask: “What objections or questions come up repeatedly during sales calls?” If prospects often ask, “How is this different from Competitor X?” or “Is it secure/compliant?”, that’s a cue to proactively answer those on the website (perhaps via an FAQ section or comparison page), so potential customers are reassured before they even talk to sales. Another good question: “What kind of phrasing or terminology do prospects use when talking about their needs?” Sales might notice they use certain words – incorporating that language into copy can make it more relatable. For example, if customers refer to “revenue leakage” and your site currently calls it “inefficiency,” maybe adjust to their term. Finally, “What aspects of our current site do prospects seem to have misunderstood or not noticed?” The Sales Head might say “Many leads don’t realize we offer a free pilot” – that’s a sign to make such offers more prominent on the site. By collaborating with the sales head through these questions, marketers can fine-tune website copy to mirror real customer conversations. The outcome is copy that speaks the customers’ language, hits the key selling points, and preemptively addresses concerns – which in turn leads to better-qualified leads and smoother sales cycles (since the website has already done some of the convincing).
