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Web Copy

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?
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    What is the best way to find a B2B copywriter for your business?

What is the best way to find a B2B copywriter for your business?

Are you looking for a freelance B2B Copywriter that specializes in your industry sector and understands your language or are you more interested in someone with a general business background that could bring a fresh perspective to your business?

Have you been recommended someone in particular or are you relying on the internet? A google search for “freelance B2B Copywriter” will offer a multitude of possible people. So what criteria should you be using to narrow it down and find the perfect writer for your business?

There are a number of options including agencies, copywriting companies and freelancers. However, without the benefit of a personal referral or recommendation the internet can seem a bit like looking for a needle in a haystack. Your search can be broken down by industry specific experience or someone who specialises in websites or sales letters etc.

With only the website to go on what should you be looking for?  Essentially a well laid out website with information that helps you reach your goal as quickly as possible is a good start. The answers to these questions should also help?

Does the website contain copy that connects with you?
Is it written in simple but persuasive language?
Is it clear what services they are offering?
Is the home page full of benefits as opposed to features of their products and services?
How compelling is their offering?
What makes it stand out from the rest?
Does the home page have a powerful call to action?
Do you feel obligated to find out more by clicking to the services, portfolio and testimonials page?

As you can see seeking out a suitable freelance B2B Copywriter for your business on the internet is fraught with potential obstacles and uncertainty but a number of checks can be done to help you in your endeavours.

By |August 9th, 2013|Copywriting, Marketing, Web Copy|Comments Off on What is the best way to find a B2B copywriter for your business?
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    Newsletter Copywriting – Keeping in touch with your customers

Newsletter Copywriting – Keeping in touch with your customers

Have you ever considered starting your own B2B newsletter to communicate with your customer base and draw new users to your website?
Is it still on the back-burner due to other work commitments?

Are you concerned about the commitment to come up with stimulating newsletter copy on a regular basis?
Newsletter copywriting can be outsourced to a B2B copywriter for a minimum fee. The cost involved will be paid back ten times over for the opportunity to keep in touch with your prospects and clients in the most unobtrusive way.

If you can give them useful information and news, which will help them to attract and convert more clients and keep them up to date with developments in their industry, they will look forward to receiving it every week. The added bonus is that it will also give you the opportunity to remind them of your existence and keep them updated on your product and services.
It’s a proven fact that prospects sometimes need three to four reminders before buying from you so this is an ideal way of keeping them in the loop.
It is very easy to set up as there are many templates available on the web. There is also software available to help you manage the subscribe and unsubscribe requests functionality, and very efficient email marketing service providers such as Mail Chimp and Aweber to manage your database and send out your e-newsletters for you.

It is also a very efficient way of capturing contact details of prospective clients. You could offer a free e-book or the chance to win something as an incentive for them to subscribe.


By |July 12th, 2013|Copywriting, Marketing, Web Copy|Comments Off on Newsletter Copywriting – Keeping in touch with your customers

The Secrets of B2B SEO Copywriting

A high-ranking on search engines like Google is a top priority for all companies, but how achievable is it? Google have recently revised their SEO criteria. It is, therefore, very important that you keep up to date or risk finding yourself on the bottom rung!

There is a school of thought that SEO Copywriting involves placing as many “key words and phrases” within your text to trick the search engines into giving you a high listing. Although this may have worked five years ago it certainly won’t help you now. Today’s search engine criteria calls for a much more subtle approach.

This includes placing one or two keywords in your text to appear normal and unnoticeable to the reader. This with well written, informative, newsworthy and original copy will stand a far better chance of being placed in a favourable position by the search engines.

If your copy includes excerpts from other internet sites and sources it will receive a very poor rating, and in some extreme situations could be penalised.

It is, therefore, very important that your copy is fresh and original. So if SEO copywriting is not your strong point it is seriously worth considering outsourcing the writing to a professional copywriter. As the return on investment you will receive from more hits on your site will pay for the copywriter ten times over.

By |May 31st, 2013|Copywriting, Marketing, Web Copy|Comments Off on The Secrets of B2B SEO Copywriting

B2B online marketing strategy for start ups

Your B2B online marketing strategy is key to the success of your business venture so it is critical to get it right.

There is a huge temptation when starting a business to allow yourself to be distracted by tasks that are stimulating but not necessarily a good use of your time.

For example spending a month designing your own logo and website may save you money but is it really the best use of your precious resources? Should you not be allocating a large percentage of your time to developing your business and finding customers?

There are now a number of excellent online websites that you can use to put together a professional looking logo in 15 minutes for a minimal fee.

You could also host your website with a company like TSO Host for a an annual fee of £14.99, and buy a theme from a company like Theme Forest for around £40. As the themes are already designed and fully functional you will not need to have any knowledge of HTML, PHP or CSS. You just need to add your text, images and photos using

The advantage of setting up a business today as opposed to a few years ago, is that it is now so much easier and cost-effective to implement an online marketing strategy for your business on the internet. As opposed to having to pay fees for typesetting, printing, mailing and postage for your promotional brochures and letters to reach your target audience, or paying high costs to place an advertisement in a relevant print trade periodical.

You also have the benefit of email , blogs, newsletters and social media to promote your products and services for a fraction of the cost of before. Email is the most cost-effective way of reaching your target audience. However, there is a strict protocol that must be followed  if you are going to receive the benefits.

First and foremost you should never […]

By |May 17th, 2013|Copywriting, Email Marketing, Marketing, Research, Web Copy|Comments Off on B2B online marketing strategy for start ups