B2B copywriting is a challenge. Your target audience is very specific, and you need to impress experts to sell a product or service. Sounds more difficult than writing copy for wide masses, right?
Poor or average content won’t help you establish your brand as trustworthy. With 93% of B2B companies relying on content marketing, you must create compelling copy if you want to attract companies' attention.
Do you want to increase your conversion rate? Then, it's time to put some effort into writing effective B2B copy.
If you manage to present your company as a solution for other companies' difficulties, you'll be able to convert them into clients. To do that, you should gather information on the best techniques for creating such copy.
In the following paragraphs, we’ll tackle several methods that will help you improve your B2B copywriting. But first, let’s clarify why improving B2B copywriting is beneficial for your business.
Benefits of improving your B2B copywriting
Your copy does more than selling your products or services. It represents your brand.
The time and effort you invest in copywriting is the time and effort you invest in your company’s growth.
To help you grasp the undeniable value of B2B copywriting, consider the following advantages of crafting a great copy:
- Build trust in potential clients.
- Turn interested parties into clients with convincing selling points.
- Create targeted copy to achieve specific goals.
- Drive more traffic to your site and thus, welcome more possibilities for making a sale.
- Spread brand awareness.
B2B copywriting principles to apply
The importance of writing great B2B copy is covered. Now, it is time to list and clarify crucial tactics and principles for improving your B2B copy. If you want to create copy that drives conversions, this is what you should bear in mind.
1. Create a brief and an outline
Did you know that only 37% of B2B brands have a content strategy? This is your window of opportunity to differentiate your brand from others.
Plan out your copywriting. Rather than blindly diving deep and improvising along the way, strategize how you’ll write the copy.
To win over new clients, you need a consistent flow of high-quality copy. One piece of copy just won't do. You want different pieces of copy to be intertwined and direct clients to purchasing the product or service.
Writing briefs and outlines can help you with planning and organizing your copy. First, write a brief that will specify the goal of the copy, topics, and how you’ll tie different copy pieces together.
Once you have your overall plan worked out within the brief, you can create the skeleton of specific copy by writing an outline.
2. Add Industry Keywords
To increase your conversion rate, you first need to drive more potential clients to your website. You can’t sell more products if there is no one to sell them to.
Relying on industry keywords can bring you organic and relevant traffic. Using niche-related keywords is crucial to attracting companies who match your target clients.
To pinpoint the industry keywords, you can turn to keyword research tools. Some reliable keywords research tools are:
- Google Ads Keyword Planner
- Ahrefs – additional resource: How to do keyword research with Ahrefs.
- AnswerThePublic (find out which questions are most popular within your niche)
These tools will streamline your keyword research. Focus your search on what companies are currently looking for in your industry. For example, if the most used search queries refer to a certain benefit that your product also provides (such as productivity increase), that's the keywords you want to use in your copy.
You need to be careful about keyword density and how you embed them in the copy. This is where an outline can help you out. You can spot the best copy segments to add your target keywords and keep the natural flow of the text.
3. Include Social Proof and Data
Research shows that reviews can increase the company's conversion rate by 270%. Why is social proof so impactful? Because it provides clients with proof that your company is reliable.
Adding social proof in your copy will show that you don’t just talk the talk. You can showcase credible information that testifies to your company's efficiency.
Once you hook the potential clients with social proof, strengthen their interest in your company with data. Include in the copy specific data that shows the benefits of using your products or services.
Considering that the majority (94%) of B2B customers do online research before they contact a company’s sales representatives, social proof and data will give them the final push towards making that call.
4. Put the Business Benefits in the First Place
Businesses will only purchase a product or service if it can bring valuable benefits to their company. That is their primary concern prior to making a purchase.
Therefore, you need to answer the following question in your copy:
How can your product/service benefit the client?
Can it save them time by automating certain processes? Or, can it improve their team collaboration?
Direct your copywriting towards business benefits. That’s how you’ll win the clients over. Show them how their work can improve if they give your product or service a try.
If you can, provide data that gives more power to your claims. For example, MailChimp shared in their copy that “Our data shows automation can generate up to 6 times more orders than bulk email alone." That kind of specifics is what clients are interested in.
5. Keep your Copy Direct and Professional
People don’t have time to waste. When someone comes across your copy, they don’t want an easy read to pass their time. They expect specific and direct answers.
Your copy needs to be focused and professional. Jump straight to the point and solely include relevant information.
Any kind of fluff or unnecessary babble can make the clients leave your website. Remember that your writing represents your brand. Therefore, how you write is how the clients will perceive you.
If you need some examples of how to write a professional copy, you can check out free essay samples and flashcards at Subjecto.com. A quick overview of these pieces of content can give you guidance on how to create a high-quality copy.
6. Edit and Format Copy to Align with Your Brand’s Standards
Copy is yet another element of your website that adds to your brand identity. It mustn't stick out or disturb the coherence of the site. That's why editing and formatting are essential.
Before you publish the copy, do a final revision, and ensure that your copy matches your brand’s standards.
Pay attention that the formatting is consistent, use branded terms, use the same tone and voice, etc. Your copy needs to align with your brand image perfectly.
Test the power of copywriting by applying these tips. Every sentence you write can bring you closer to boosting that conversion rate.
Bear in mind that every passage you write should be oriented towards your clients. You are creating a copy for them, not for yourself.
BIO: Kristin Savage nourishes, sparks, and empowers using the magic of a word. Along with pursuing her degree in Creative Writing, Kristin was gaining experience in the publishing industry, with expertise in marketing strategy for publishers and authors. Besides working as a freelance writer at Subjecto, she runs her personal blog FlyWriting. In her free time, Kristin likes to travel and explore new countries around the world.