copywriting errors

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Every business wants more sales. However, many B2B businesses ignore their biggest sales asset: Their website. It’s common to see B2B companies think that in-person demos and product trials drive sales and conclude that a website is a mere placeholder.

The 2021 B2B Buying Disconnect report from TrustRadius indicates that product demos are B2B buyers’ favorite information source. Coming in at a close #2 is the vendor’s website and their copy. It’s safe to say that if your copy isn’t in line with what your prospects expect, they aren’t going to move to the product demo stage.

Your website is your business card, authority certificate, and storefront all rolled into one. When done well, your website copy will be one of the best marketing tools you have. Unfortunately, there are 3 common errors that most B2B companies make with website copy.

Mistake #1 – Doesn’t Speak Coherently

Inconsistent language is one of the biggest issues that plagues technically-oriented business websites. It’s easy to think that since your product is highly technical, your audience will expect you to speak accordingly.

This approach does not deliver a good visitor experience. Remember that in B2B, you’re speaking to more than one audience. You need to talk to the technical product evaluators as well as the top-of-the-funnel C-Suite crowd.

To deliver maximum impact, you have to speak in business terms that appeal to the C-Suite prospect. They’re the ones who decide to hand your lead over to deeper-in-the-funnel prospects who are interested in technical details.

Even if the C-suite prospect is technically minded, they need to be told what the bottom-line benefits of your product are. Instead of focusing on yourself, your copy must focus on the bottom line value you can deliver.

Me-focused language is a common error with technical websites. An incorrect assumption that every prospect wants to dive deep into the technical details creates this issue.

The first time a prospect visits your website, they’re evaluating your credibility. Are you trustworthy? Can you deliver what you promise? Are you going to make their worst fears come true? Speak to these issues and demonstrate your value through copy.

The best way to do this is to go back to your prospect interviews and buyer personas. Identify their biggest fears and value drivers. Incorporate that language into your copy instead of going overboard with technical jargon.

This isn’t to say you should never get technical. However, you have to differentiate between your website’s copy and gated content. If both sets of content speak the same words, there’s no incentive for your prospect to move deeper into your funnel.

Mistake #2 – Not Measuring Effectiveness

Your website’s copy is a quasi-sales pitch. Therefore it makes sense for you to measure your copy’s effectiveness. Unfortunately, it’s common to see blocks of copy stacked on a web page without a measuring tool nearby.

Your website’s copy has to be geared towards conversion. Conversion in this context means moving your prospect deeper into your funnel. For example, a top-of-the-funnel prospect executes an action that moves them deeper, while a deep-in-the-funnel prospect executes an action that qualifies them as an SQL.

Before creating your website, brainstorm a conversion path that you want prospects to take. Does your “About Us” page talk about what your product is? Or are you waffling on about how you spent sleepless nights in a garage creating your first MVP?

Your prospects love hearing a great story, but they also want to know how you can help them. Every page on your website should provide your prospect an obvious outlet for them to contact you.

Gated content sign-up forms should be present without being obnoxious. You want to provide value first and don’t want to come across as a business that hoovers up contact information in exchange for a blog post.

Use analytics to measure the effectiveness of your CTAs and split test your copy. Move your prospects to take action once you’ve communicated your value proposition.

Don’t be shy about this! Your prospects want you to guide them towards solutions to their problems.

Mistake #3 – Publishing Untested Copy

This mistake is far more prevalent than many would like to admit. Due to the importance attached to in-person sales demos and product trials, many companies publish rudimentary website copy that is completely untested.

Product pages are where this error often comes to light. There are many ways you can go about choosing your product page’s structure. For instance, should it be short or long? How technical should you get? Should you house technical content in sub-pages or on the primary page?

None of these questions can be answered accurately without measuring your choice’s effectiveness. It’s easy to think that you know your prospects inside and out, but you never really know what works.

After all, you might have been asking the wrong questions during your persona interviews or you might be providing your prospects a solution that is based on incorrect data assumptions.

Split testing is the only way to validate all of these assumptions. This especially applies to headlines and CTAs. An easy way to test your headlines for effectiveness is to test them through your email campaign subject lines.

The campaigns that receive greater click-throughs will have subject lines you can probably use in your website’s copy. Another creative way to test headlines is to run Google ads and measure click-throughs. This method won’t apply to every company out there, but it’s worth a shot.

The golden rule of copy is to test, test some more, take a break, and test again. Testing never ends. Consumer preferences shift, and your copy has to shift along with them.

Are You Ignoring Your Greatest Asset?

These 3 mistakes are common errors, but there are many more that B2B companies routinely make. Things such as assuming advanced numerical ability, pairing graphic design with copy incorrectly, and copying larger companies’ copy are a few examples.

However, avoid these 3 fundamental errors, and you’ll have an asset that is better than most B2B websites out there.