Turn your B2B website into a pit stop for buyers on their way to the sale
Derek Little
Transforming LinkedIn into a Lead-Generation Powerhouse | Custom B2B Marketing Programs for Sales & Marketing Teams | LinkedIn Marketing, Content Marketing Strategy, Profile Makeovers
Curve 6 - B2B Website Copywriting
Your website is the first place everyone goes to find out all about you and your products. But when your pages don’t have the right content, or they’re not well written, your website fails. Well-written content commands more authority. This excerpt from my book, The B2B Marketers Journey, includes best practices on what web pages to include and what content can help your prospects.
Your website content should act as a hub based on your Buyer’s Journey. Website visitors have little patience for a site that’s hard to navigate. So, an effective navigation menu is the foundation of an effective website.
The first step to developing your website copy is to create a complete sitemap and site structure. It’s why having an SEO Strategy is so important. The following types of pages are standard on all B2B websites:
Products and Services
Because your product page is the most important page on your site, it should be written first. This page or pages will explain your product’s features and benefits. And this copy can be pulled directly from your Copy Platform if you have one. Further, it should answer any FAQs and lead your prospective customers to the next step. Be sure to include:
Capabilities/ Industries/ FAQs
When there’s too much information to fit on your product and service pages, it can be added to your Industries pages. Further, your Industries page shows your capabilities in those industries. Breaking your Website Copywriting down this way lets you offer specific information to targeted audiences. And it lets you scale up your content too.
Company/ About Us/ Contact
Your Company, About Us and Contact pages can build your credibility. For example, a well-written company history, bios, company stories and testimonials can all build trust. And with the help of SEO, copywriting buyers can find these pages indexed when they do a Google search.
Home Page
Your home page is a summary of all your content. But you need to be brief because you only have a few seconds to show people they’re in the right place. Among other things, your homepage should clearly describe your positioning and unique selling proposition. And because most people are now using a mobile device, your site should be mobile responsive.
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Blog/ Content
Should your company website have a blog? Of course. Since only around 5 percent of first-time visitors are likely to buy anything, blogs create engagement that can bring them back. And if you’re stuck for blog topics, revisit your SEO Strategy.
Resources/ Learning Center
A resource center can offer free content that builds trust, shows your authority and generates more inquiries. And there are many types of B2B Copy and Content that you can provide.
Press Room
A Press Room is a page on your website where you can gather all your press clippings, articles, published materials or content that has gained notoriety. Adding this material to your website will increase your credibility.
Get Started — Improve Your Website Copywriting!
Your Website Copywriting gives you many ways to increase your sales and grow your business. And the quality of your copy reflects the quality of your business and products. Once you have your Website Copywriting developed, the next step is to start creating your B2B Copy and Content.
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