How to write good copy for your B2B website
Why write good, if not great copy for your B2B website?
Let’s back track here, good isn’t quite GOOD enough, and here’s why you need to be writing GREAT copy for website.
Ask yourself, would you prefer to trust an elaborate site with low quality copy, or a simple site packed with engaging and informative copy that answers your questions and ticks your boxes?
We’re not saying ditch great website design, we love a beautifully designed website, but without engaging high quality website copy, the design can be wasted. Great copy and great design are a winning formula when it comes to user experience and the success of your website.
Your website is the ‘worlds’ shop window to your business and should also be your top salesperson. Even the best salesperson can’t sell with just an image, it needs to be backed up with words and in the case of your website, authentic and genuine copy.
This example from Mailchimp demonstrates this, with a sleek and simple design backed up with copy answering potential customer’s questions. Add to this mix, a reason why you should try Mailchimp plus a great offer to get you started, and they’ve ticked a lot boxes.
How to write great copy for your website
How exactly do you write great copy? It’s certainly not all about quantity, but more about quality and understanding your customers and knowing what they want.
The recipe for good web copy should include:
A consistent tone of voice
This ensures all your communications are on-brand, it’s 'how' it sounds when you say it. You should also use your customers language, give it personality, appropriate for your customers to connect and engage with them.
Richard Western demonstrate they understand their customers’ problems when it comes to harvesting and speak through their copy with a clear, straightforward tone of voice, which is consistent throughout their website.
Writing for users’ intent
It’s essential when creating content to always keep the user in mind, throughout the entire customer journey. This starts with what keywords visitors will be searching for, to answering their questions and solving a problem. Getting the balance of using sufficient detail to educate users, while not boring them is fundamental.
Provide value to visitors
A customer can interact with your brand 20 times before they actually purchase anything. That can be through social media, website copy, marketing, reviews etc and each one leaves an impression.
Good copy should provide value to visitors, for example, people read blog posts to get information, help or answers. Using blog posts to address the pain areas or questions that your audience want to know is a great use of copy.
This example from Acteon shows how a blog post was written on the subject of a question that many of their customers were asking.
Using keywords for SEO
While the above example, demonstrates how good copy works for users and search engines.
Researching keywords for your content is essential before you begin crafting website copy. Making your copy work for you is paramount for both search engines to drive traffic to your website and users when they arrive on it.
What can you add to great copy to make it work even harder?
Add call to actions
A call to action tells the reader what they can do or need to do next. Through carefully created and engaging call to actions you’ve got the opportunity to convince visitors that your products or services can help them.
To do this, you add relevant links to copy, pointing to other pages within your website which are useful, relevant and persuasive. You need to be clear but specific and you can always add a certain amount of urgency to help drive the user to take action.
A call to action can be in different formats including; -