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Monthly Archives: September 2013

What makes web copywriting compelling?

Business to Business (B2B) Web Copywriting

Are you looking for a great idea or some inspiration to make your web copywriting compelling? Do you need words to move and inspire your customers? Words are powerful in any business, but only if you use and implement them in the right way.

Understand your target audience

It is important that you understand the make up and buying habits of your potential customers. Why do they buy from you? Why do they not buy from you? You can also look at the demographic profile of your existing customers. What are their job titles? Are they from any specific industry sectors or geographical areas? So that you can set the right style, tone, language and vocabulary for your copywriting.

You can also read trade magazines, periodicals and blogs from that industry sector to get a better understanding of the reader’s language. Your copy can then be tailored to make the reader feel that you are addressing them personally.

Attention grabbing headlines

Your website copywriting can be the most compelling and persuasive ever written but if you don’t have an equally powerful headline to entice your readers it won’t be read.

Short punchy sentences and paragraphs

Most readers will skim read your text as they do not have the time to read everything. So use short sentences and paragraphs, using sub headings and bullet points, to quickly and simply explain, what your product is, what it does and why it will be of interest to your readers.

It is also important to put as many benefits (not features) of your product or service in the first paragraph to hook them in. If they then decide that it is interesting enough to read more, they can then click-through to the supporting pages containing all the facts and features. […]

By |September 20th, 2013|Copywriting, Marketing, Web Copy|Comments Off on What makes web copywriting compelling?
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    What is a B2B copywriter and why do you need one for your business?

What is a B2B copywriter and why do you need one for your business?

According to Wikipedia “Copywriting is the act of writing copy (text) for the purpose of advertising or marketing a product, business, person, opinion or idea. The reader of the copy is persuaded to buy the product advertised for, or subscribe to the viewpoint the text shares”.

In the case of B2B (business to business) products and services are sold from one company to another, as opposed to being sold directly to the end-user as in B2C (business to consumer).

Essentially, a B2B copywriter is someone who specialises in writing “words that sell”, and who can turn mundane “just acceptable” words and sentences into powerful, persuasive copy that connects with readers and compels them to act. This is not a skill that is learnt overnight. It takes many years of business to business writing to perfect.

It is very easy for businesses to feel that they could and should be writing their own copy for their website, brochures and other sales materials. In fact one of my customers explained that they had spent a month writing their own copy for their first website. During this time they had focussed all of their efforts on writing copy and it had completely taken over their lives.

This meant that they were distracted from their core business activities necessary to build their business and gain new customers. At the end of the month they had finally finished their website but still had no clients.

Two months later they had only received a few enquiries through it and finally came to me through a recommendation. I was able to rewrite the copy for them and their business has now taken off. The moral of this story is that although it is tempting to think that by doing it yourself it will save you money, in the long […]

By |September 6th, 2013|Copywriting, Marketing, Web Copy|Comments Off on What is a B2B copywriter and why do you need one for your business?