Most B2B Websites Copywriting are Boring and Dull.
And they hide behind pretty pictures while their content (text) remains boring.
I spend 6 years studying how Tech giant B2B write in their website (and still learning)
Here’s what I observed.
And they hide behind pretty pictures while their content (text) remains boring.
I spend 6 years studying how Tech giant B2B write in their website (and still learning)
Here’s what I observed.
B2B is Complex. There are many layers to peel.
The people are complex and have different worldly views.
Every department has different sets of problems and aspirations.
e.g. What works for the sales team, may not work for the procurement team.
The people are complex and have different worldly views.
Every department has different sets of problems and aspirations.
e.g. What works for the sales team, may not work for the procurement team.
1/ They don’t focus on me or you, instead of us.
Me - Everything about the organization & products
You - About customer problems and aspirations.
US - About what we can do together.
B2B engagement relies on cooperation from customers/ clients.
Me - Everything about the organization & products
You - About customer problems and aspirations.
US - About what we can do together.
B2B engagement relies on cooperation from customers/ clients.
2/ They give value.
Even if you don’t buy their products, you’ll learn something.
a. About the industry
b. About the solution (not product)
c. Their customer's problem and how they solved it.
B2B should insist on giving value before the sale.
Even if you don’t buy their products, you’ll learn something.
a. About the industry
b. About the solution (not product)
c. Their customer's problem and how they solved it.
B2B should insist on giving value before the sale.
3/ They turn you into a ‘Sales Agent’.
Their visitors are either executives or job seekers.
Rarely the management, they’ll hear it from execs.
In 2006, I memorized all available GSM900/1800 module makers and make suggestions for the project. I became their ‘sales agent’.
Their visitors are either executives or job seekers.
Rarely the management, they’ll hear it from execs.
In 2006, I memorized all available GSM900/1800 module makers and make suggestions for the project. I became their ‘sales agent’.
4/ White Paper as Lead Magnet.
They write white papers about the customers they’ve helped.
They use numbers and data to support the logic and persuade you into their solution.
You need to give away your details.
These data are used to understand website users.
They write white papers about the customers they’ve helped.
They use numbers and data to support the logic and persuade you into their solution.
You need to give away your details.
These data are used to understand website users.
5/ They write in Vibrant tone
When you read their content, it’s as if they are writing while smiling.
They focus on the aspirations and what you could be.
They never write about project failure even though they have court cases.
B2B should write with a positive tone.
When you read their content, it’s as if they are writing while smiling.
They focus on the aspirations and what you could be.
They never write about project failure even though they have court cases.
B2B should write with a positive tone.
6/ They cover basic Industrial topics.
Refer to point 3.
They’ll go to great length to teach students about their solution so that when you graduate, you’ll only see them as the only solution (when actually, there are hundreds)
B2B should play the long game.
Refer to point 3.
They’ll go to great length to teach students about their solution so that when you graduate, you’ll only see them as the only solution (when actually, there are hundreds)
B2B should play the long game.
7/ They provide an exit point.
They’ll masterfully place call-to-actions so that you don’t exit the website by clicking X.
a. Newsletter
b. Download something
c. Demo
Every page must have call-to-action.
They’ll masterfully place call-to-actions so that you don’t exit the website by clicking X.
a. Newsletter
b. Download something
c. Demo
Every page must have call-to-action.
8/ If they have to write about a problem, they’ll tackle industry ones.
Instead of focusing on executive roles and companies’ goals, they go bigger.
This appeals to your personification, a banker, an oil&gas, a property developer.
Instead of focusing on executive roles and companies’ goals, they go bigger.
This appeals to your personification, a banker, an oil&gas, a property developer.
The giant tech companies are Motorola, Cisco, Ericsson, Nokia (enterprise), Nortel Networks, IBM.
Some have gone extinct. In their glory days, they were the go-to websites for tech B2B.
Some have gone extinct. In their glory days, they were the go-to websites for tech B2B.
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