1st principle of badass B2B web copy: Clarity

Every web page has a job to do – so before you start writing, you’d better know what that job is. In this short video, David explains why, and how.

There are two kinds of page on the internet: those that have a job to do, and the ones that simply exist. We don’t need any more of the second sort.

(Especially not in B2B, where people are apt to say “we ought to have a page about that…” or build websites that mirror their own organisational structure, for no apparent reason.)

That’s why our first sacred principle of badass B2B web copy is clarity: getting the job done. And, that means knowing what the job is.

In B2B, that can be tricky. With such an extended buying process, web pages can have any number of jobs – yes, sometimes it’s about grabbing people in from Google and giving them a good introduction, but it’s just as likely to be reassuring a prospect who’s checking you out after they’ve seen a blog post, or a sales conversation has already taken place.

So before you start writing, you need to think about where this page fits, and what the one job it needs to do is.

If you’re in any doubt, set the page a KPI (even if it’s only an imaginary one) – something that defines a win for the page. What metric would best help you define whether it achieved the thing you wrote it for? Visitors from Google? Onward traffic? Form submissions?

Pick one – just one – and write to maximise that. If you’re not actually being measured, pretend you are. Write the target at the top of your page, and go for it.

The result? Your web copy will be more focused, purposeful and effective – and as a bonus, that’ll probably make it sharper and more compelling to read, too.

Start writing badass B2B web copy

To discover all nine sacred principles, download our free ebook.
(But you must promise to only use your power for good.)


David served as our Creative Director for almost eight years, before establishing a standalone practice focusing on B2B creativity and copywriting training and guidance. We continue to work closely together, with David supporting our clients as an associate as and when needed.

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