2nd principle of badass B2B web copy: Focus

Every page on the internet succeeds or fails on its own merits. So when you’re copywriting, treat each page as if it’s the only one in the world.

Especially when you’re writing copy for a whole website, it’s tempting to put the pages on a production line, and see them as small, interdependent parts of a big, coherent whole.

Big mistake. Because your visitor only sees one page at a time.

Think about how your reader uses the internet – how you use the internet. Nine times out of ten, you fly in from Google, either landing on the home page or (ideally) smashing right into the thick of the content. And you judge what’s immediately in front of you, with all the riches of Google only a back button away. If the page is weak, boom. You’re out of there.

Your reader is only thinking about that one page, and so should you. So focus.

In the first of our badass web copy series, we talked about why it’s important to be absolutely clear about what your page needs to achieve.

Now, we need to make sure the page – this one page – has everything it needs to do that job, on its own merits.

Importantly, if that seems unrealistic for the job you have in mind, don’t change the page. Change the job. Zero in on the particular bit of your customer’s journey when they’re travelling through this page. Where they are in the buying process when they arrive, and where you need to get them to.

And most of all, keep this one page in your mind. Don’t be distracted by trying to write an awesome website – write an awesome web page. You can’t afford for any one page to be weak, because you thought it was less important. Focus.

B2B web copy needs to be more, well, badass. Here’s how…

This is just one of nine sacred principles of badass B2B web copywriting. To see the others, download our free ebook.


(Just don’t let your newfound skills go to your head.)


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