Website copywriting for B2B businesses
Guide visitors through your website with copy based on UX best practices
Clear copy for easy-to-navigate websites
Website copy is not ad copy. It’s not flashy or clever. Good website copy doesn’t draw attention to itself. Instead, it guides your site visitors: B2B website copywriting provides clear directions for easy information gathering expeditions. Using UX best practices, we can help your website copy to better help your customers.
A strategic approach to B2B website copywriting
The approach starts with discovery: what are your business challenges and objectives? From there, a workshop with key stakeholders draws out the thinking, together, which gets shaped into a messaging framework. At this point the copywriting and content creation can begin, grounded in a single source of truth: your messaging strategy.
Before writing anything, it’s critical to get the messaging strategy right: what are we trying to achieve with the page? For who? And why? Then we build the structure of the page, pages, or site, and work out what each one needs to say and do. The copy comes last: the words bring the strategy to life.
An experienced writer to guide your B2B campaign
Hi, I’m Alastair. I can help you with your B2B marketing challenges. Why do I say that? I’ve worked in marketing and advertising since university, and I started professional copywriting at McCann London in 2013. Since then I’ve worked agency-side and client-side, at global corporations and at SMEs, in B2C and B2B.
As a copywriter I learned what makes good content; as a department leader I learned how content works across the stages of a campaign: messaging houses, value propositions, and content strategies in the planning; sales toolkits, long-form and video content, and social campaigns for the execution. A little more about me …
Writing since ‘89; copywriting since ‘13; B2B since ‘19. Here’s some work:
AutoStore research report
Salesforce AI blog series
HP SitePrint messaging
LR One Ocean website
The Guardian brand guidelines
Amazon Business social posts
EY decarbonization guide
HP product brochures
A suite of B2B messaging services …
With many years’ experience behind me, I offer a range of services to help you deliver engaging and efficient B2B marketing campaigns.
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I’ve been a copywriter for over a decade, with seven years in B2B, and three of those leading a global team of writers. Which means I can help guide your content throughout a campaign, from planning and strategy to execution and delivery.
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Your messaging strategy keeps your brand communications consistent across content and across channels, and gives your whole team a single source of truth they can use for all marketing assets.
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How does your business present itself to the world? Which words, phrases, and acronyms does it use? What would it say in any given situation? Is it English or American? A Tone of Voice guide gives you the answers.
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There’s a time and a place for flashy metaphors and clever puns. And, usually, that’s not website copy. I can help you optimise your site for action with copy based on UX design best practices.
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Often the most interesting insights are locked inside expert heads. A well-planned conversation to tease them out is a solid foundation for a series of thought leadership articles.
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Ad headlines and email subject lines draw attention; the B2B white papers, annual reports, and research studies give substance.
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While emotion is very important in B2B buying, buying committees aren’t impulsive. They need to see evidence in order to purchase, and case studies are the tool for this.
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ABM assets for each stage of your campaign: Account-specific value propositions and sales toolkits for the planning; Creative ideation, white papers, infographics, and web copy for the campaign creation; Emails, lead gen ads, social posts, and thought leadership blogs for ongoing campaign delivery.
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LinkedIn’s scale and targeting tools make it an obvious place (but not the only place) to run a B2B campaign. I can help you plan and write your campaign according to LinkedIn best practices.
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Your B2B brand has published a lot of content over the years, but does it align with your messaging today? A content audit will show you what you need to remove, update, or renew.
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B2B sales toolkits are often created by marketing teams but they are not marketing assets: your Sales team needs concise, scannable, and direct messaging that makes life easier.
