There’s this misconception that copywriting, especially for pages meant to be short and concise, is easy.

Of course, anyone who has worked in marketing or advertising knows this isn’t true. Copywriting, especially when the goal is to get people to convert, is a combination of skill and technique. The good news is that you can learn and master both. Start by familiarizing yourself with these best practices for B2B marketing landing page copy:

1. Put more emphasis on benefits—not the brand, product, or service

When it comes to online marketing, you should know that customers don’t’ really care about why you’re better than your competition; or why your brand is the most well-known. Customers want to learn about the benefits of your product. It’s not just a product or service that you’re selling, you have something that will make their lives better. This highlights that your customers are at the very forefront of your marketing efforts.

2. Make an effort to craft a great headline 

Headlines are important. However, even knowing this, people still don’t spend a lot of time crafting a killer headline. Remember, a headline is the first thing your audience will see. It will serve to grab your audience’s attention. It should hold their attention long enough to engage and prompt them to read further and help them learn more about your offer. And at the end of it all, it should inspire your audience to click on your call-to-action (CTA).

If needed, supplement your headline with a subhead that continues to push your product or service’s benefits.

3. Keep it simple

When it comes to conversion copywriting, the most powerful skill you can hone and apply to your craft is learning to keep it simple. It’s easy to overemphasize on your landing pages about what your product accomplishes and how it provides solutions for your customers. It’s harder to be as informative when you’re limited to a few words or sentences. 

Effective conversion copywriting, however, is simple and straight to the point. That said, no matter how brief the copy, effective writers manage to meet their objectives. Use words thoughtfully.

4. Write like you’re talking to someone 

Don’t write to a generic audience. Doing so will make you sound robotic and distant. Write as if you’re actually talking to someone. This will help you establish rapport with your audience. Give your copy a human voice by writing the way you actually speak. Don’t use jargon and avoid industry terms if you can. Instead use simple, everyday vocabulary. Keep your sentences short. Read it out loud before publishing to make sure it sounds natural. I would also recommend writing in first person.

Think of it like you’re sitting across from a friend in a coffee shop and having a conversation.

There you have it. Let me know how well these tips work for you by leaving a comment below. If you want to have a more in-depth discussion about how copywriting can improve your business, feel free to reach out to us.