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What does effective b2b website copy look like?

  • by Charlotte Howard
  • 5th Sep 2016
    • Brand Building, Brand Growth, Content, Web and Digital

There’s no shortage of websites these days, and our online lives are flooded with words. Even I’ve set up a couple of sites, only to abandon them a couple of months down the line when I’m ‘magpied’ onto the ‘next shiny new thing’. And whilst I don’t want people to find my half-baked creative writing blog, the opposite can be said for our clients.

A website build must go through many stages before even considering content, but I’ll leave that up to our amazing Web Developers to discuss (Read Ali Qamar talks WordPress for impressive technical insights). However, when we get to creating and populating content, there are a few things we must consider…

Fail to plan, plan to fail

Don’t begin putting pen to paper (or fingers to keyboard) until you know where your words are going. What’s the aim of the page you’re focusing on? How will your audience have got to this page and where should they be going next along your conversion path? Keep entry level content general and become more granular and specific the further into the site drill-down you get.

Keep your eye on SEO

Search Engine Optimisation (SEO) aka an ever complicated set of rules created by Google. The constant rule-changing to keep your site rank high, means you have to write smarter and clearer to be considered a worthwhile source of information and to appear in prominent search rankings.

For a good SEO score:

  • Keep your content concise.
  • Stay on subject on each page with one or two focused keyword themes.
  • Make sure your page headings (H1s) and subheadings (H2s) reflect the content and are in line with your keyword strategy.
  • Include images and links to similar internal and external content and tag these appropriately.

Keep it simple

You may know exactly what you mean when you’re explaining something product, service or sector specific, but you never know who has visited your site as their first stop for knowledge. Do you want to lose out to a competitor because they aren’t using confusing jargon? This may happen if your web pages are over-complicated.

Use a variety of font and layout styles

Almost all of the visitors to your site are looking to answer a question that they have. Right now, the reader of this blog wants the answer to how to write better website content. Don’t make it hard for the reader. Use bold, italics, subheadings, images, videos…whatever is available to allow your reader to home in on the answers to their questions easily, and with minimal effort.

Write better web page headlines

You want your audience to be enticed to click into a page but all you have to do it is a header. There are some proven methods to get those all-important clicks, for example:

  • Make an offer – ‘Write better website copy’
  • Use a question – ‘What does effective website copy look like?’
  • Reasons why – ‘6 simple ways to create effective web copy’
  • Exclusivity – ‘We reveal the top 6 tips to help you write more effective web copy’
  • Commanding- ‘Find out how to make your website copy more effective’

Above all else, it’s more important to stay true to your own style, and if your copy doesn’t fit in with your style, don’t force it. There are tools such as CoSchedule Headline Analyzer which scores your headline on its quality and its capability for social shares, increased traffic and SEO value.

Create a cohesive brand story

Building a story is larger than page-by-page lexical choices, they are building blocks within the house that is your website. Here at Upp B2B we like to be energetic and put that energy into everything we produce, and this should reflect at every brand touchpoint. Whatever your company wants to say should be said consistently.

For more on brand tone of voice read Nicola’s It’s not what you say, but how you say it: Brand Tone of Voice.

We have a team of seasoned website copywriters here at Upp B2B, and if you’d like to talk to us for some advice and direction, get in touch.