A tricky question. With so many potential answers if you want to craft the most effective B2B website copy.
Perhaps it’s as much detail as the designer leaves you space for? Not the best answer but often the reality for long suffering copywriters. Think about this when you commission somebody to create a new website – are they thinking about the messages that need to go in – or just something that looks nice?
The closest I can come to a universal answer is: ‘as much as your prospect needs to take the next step.’
So you need to know who your prospect is, what the next step is, and how the scaffolding of their commitment to take action works.
B2B website copy – the basics
Cover these points about your product or service:
- What does it do?
- Why is it better than what I’m currently doing?
- Why should I trust what you’re telling me?
- How much does it cost?
- Different types of visitor might have different needs. How will you structure your content to make it easy for everyone?
Be realistic
A full-on sales conversion through a website visit probably isn’t realistic. So what’s the action you expect? Design a logical process wth B2B website copy that builds the desire to take that action along with the trust your prospect will need to commit.
There’s so much you could say about what you do. But too much detail will distract.
Pare it down to a simple, logical process and a memorable message.
Choose words carefully. Position them with precision. Remember your goal.
Think of your visitors
So, you enticed me onto your website, now what?
I already knew that…
I’d have guessed that…
I don’t understand that…
I get that you’re proud of that, but why are you telling me?
What’s that?
Time to leave…
But I still have questions…
All that money you spent on SEO and PPC. Where does it lead?
B2B website copy plays a vital role in lead generation. It can enhance it or become a major obstacle to sales conversions. Which would you prefer?