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. Photographs, diagrams and videos are also a good way of balancing the text and making the page user-friendly and attractive.

Connect with your readers

Ask questions about the reader’s needs, desires and fears to prove your understanding of the business challenges they face, and help them better appreciate their needs. For example writing “What makes web copywriting more compelling?” at the top of a page will get readers wondering if their current website is as persuasive as it could be, and compel them to read on for the answer.

Show them how your product or services can offer them the solution. Use the words “you” and “your” to address them to make your message more personal and important to your readers.

Appeal to their emotions

Use simple but emotive words to touch people, get them involved and arouse their interest in your product or service (words such as new, free, because, benefit, latest, discover, powerful, opportunity, attention, fact, imagine, perfect, important, practical, instantly, proven, successful, etc.). The word “because” is particularly important as it explains why you are special, unique, better or different from your competitors, making it more meaningful to the reader and giving them the reason to buy from you.

Support your claims

It is important to include evidence of your product or service benefits and success to gain trust and give you credibility. This could include testimonials from existing clients in a highlighted list. Case studies can also be used to give examples of specific challenges that they might be facing, and how you overcame them, proving to your readers that you have the knowledge and experience to solve their problems. Be specific with your claims. Give real numbers and statistics and not vague expressions such as “nearly all” or “with the exception of a few”, and offer the source if relevant.

Motivate them into taking action

Have you used enough motivational words and expressions such as discover, learn, gain, find out, call today and avoid missing out, in your text, to build a sense of urgency in your message? Limited time offers and promotions with deadlines are very effective. Another good example in certain situations is to make something scarce, such as “there are only being few places remaining” at a forthcoming conference.

As one of the main goals of your webpage is to convert visitors into leads and customers a powerful call to action is absolutely imperative and must be as compelling as possible. “Call me now to confirm your place” is far more persuasive then just “Call now” or “click here”. It is also important to have your call to action in a prominent place, in plenty of white space (preferably high and centre) on every page, to lead the reader to the next stage without losing them.


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