10 Tips for Writing Killer B2B Web Copy

Writing web copy is hard.

It's not just hard because it takes a lot of work, or because it's a continual, constant process. It's also hard because the amount of information available on the web means that to have any real impact your content needs to be really good and it needs to differentiate itself from the crowd.

Consistently writing fresh, engaging web copy, whether it's for you're website's homepage or your blog, can be a difficult task, and believe us, keeping up your creativity levels from day to day is no walk in the park.

But, before you get to scared away by the dire opening to today's post, it's time for the light in the dark. We have tips! Lots and lots of tips for writing that killer content that will leave your competitors in your metaphorical, internet dust and we want to share!

So, without further ado, here are our tips for creating killer B2B web copy:

1. Create content strategically. Every piece of web copy that you write needs to support your overall business strategy.  Your copy should be an active part of your overall web strategy, not just an afterthought. When writing copy, you need to keep the "big picture" in mind and make sure that your copy is a relevant piece of the puzzle. 
2. Write content that is actionable. Guess what? Copy that is useful encourages your readers to take action. If, after reading your copy, your readers aren't inspired to do something (even if it is just to change their mind) your copy is essentially useless.
3. Choose simple words. Demonstrating the size of your vocabulary isn't a necessary part of communicating the value of your products and services. People want the web copy they read to be easy to understand and absorb. Use simple words, be direct and you will be more successful.
4. Keep it short but sweet. This relates to the point above. Your visitors want your web copy to communicate your point in the smallest amount of words possible. Asking for too large a time commitment is a surefire way to lose readers. That's not to say that all copy benefits from being concise, but if you feel your copy absolutely needs further explanation, have a "read more" link for those visitors that are truly interested.
5. Write with confidence. You have confidence in your products or services, now you need to convey it. Confidence doesn't instill itself and without it, no one will pursue a business relationship with you. Tell your readers in no uncertain terms how you stand behind what you're offering (hint: explaining your company's guarantees is a great way to do this).
   
6. Make sure they know why you're special.  What sets you apart from your competition? Communicating your unique selling proposition is one of the most important ways to explain why your visitors should buy from you and it can instantly make your copy more effective.
7. Write informally. Often, businesses are too concerned with creating copy that is "professional" rather than "appealing." Unfortunately, these companies don't realize that if your copy isn't appealing, then it doesn't matter how professional it is. Your visitors want to read things that are easy and enjoyable to consume and one of the best ways to do this is to write copy that has a personal, informal tone. A common trick for this is to write the way that you speak.
   
8. Use their pain. This might sound a little sadistic but using your customers pain points in your copy is one of the best ways to explain that you understand their issues. If your visitors don't believe that you understand their personal problem then why would they continue to interact with your copy?
   
9. Set up a need. Once you've convinced a reader that you understand their pain then you can create a need that compels them to continue reading. Implying to to your readers that you have the solution to those problems and that they are going to miss out if they don’t keep reading is an important part of engaging your audience. 
10. Edit Ruthlessly. The first draft of any web copy is often complete garbage. Be completely cutthroat in your editing and shorten, delete or even rewrite everything that doesn't immediately jump out at you as compelling. We absolutely, 100% advocate getting someone else to read your copy before you publish it. Believe us, no matter how good a writer you are, you're still going to have a biased opinion on the copy you've written because you know what you're trying to say. 

Posted by Amberlie Denny at July 29, 2010 8:00 AM

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