B2B Website Content: 7 Tips for Writing Copy that Sells
The idea of creating compelling B2B website content may sound overwhelming at first, but it doesn’t have to be. Here at Bop Design, I’ve crafted the website content strategy for a number of B2B clients and I’ve learned what works, what doesn’t, and what to do to ensure we consistently launch websites with winning content that generates new business.
The seven tips below provide a solid road map for you to craft B2B website content that sells.
Start with your site map
Before you write a single line of copy, draft your site map: a hierarchical list of all the pages on your website and how they relate to one another.
We created the site map below for MediKeeper, a company that develops healthcare portals. Naturally, it starts with the home page at the top. The next line down features the top-level pages – the pages that will appear on your main navigation. Below the top-level pages are the sub-pages. (In some cases, there will be sub-pages to the sub-pages, depending on how large your site is.)
The site map provides a jumping off point that organizes the pages on your site in a clear-cut manner and helps you plan your B2B content strategy. Keep in mind that the site map is meant to represent just the pages on your site. It’s not a comprehensive catalog of every copy point you want to make. In essence, think of the pages on your site as content categories that will make sense to your prospective clients. You can then drill down and make notes on which copy points to make on each page.
Create your overarching brand message
While you may be tempted to dive right in and start writing page copy, it’s important to have a content strategy at the outset. What is the main message you want to convey about your brand? All too often we come across clients who aren’t clear about what makes their brand unique. Determine what sets you apart from your competitors and craft a story around your brand that positions you as the company best suited to serve your clients’ needs.
In the example of our client MediKeeper, we created the overarching brand message, “Workforce health just got easier.” They are communicating to clients that their wellness portals provide a simple solution to the complex job of managing workforce health – something many HR managers struggle with.
Your overarching brand message should guide you when crafting the remainder of your B2B website content. Ask yourself, “Does the copy I’m writing convey the overarching brand message?” The answer should be yes.
Get to the point
While you may be skilled at writing beautiful prose or clever headlines, if it doesn’t immediately get to the point of a) what you do and b) how it can help potential customers, it’s not worth much in a B2B marketing context. Business folks are busy and they simply don’t have time to poke around your site just to figure out what Go to the full article.