4th principle of badass B2B web copy: Kindness

People might think the internet is a cut-throat, competitive place. But if you really want to win, try a little tenderness. Watch and learn…

If you’re writing copy for a B2B web page, there’s something you need to know. Everyone who reads it will have a problem.

Of course they do. Why else do people go to the internet? It might be a serious problem, or it could be something simple that they want to find out. Quite possibly they’re just bored and having a bit of a browse.

But they need SOMETHING. And as a B2B web copywriter, it’s your job – lovely person that you are – to give it to them.

The trick, of course, is working out what the problem is. And that can take a bit of sleuthing. Your web analytics, Google trends, keyword tools, even the statistics from the search box on your own site… none of them are the whole answer, but they’re all useful clues.

Importantly, when you look at that data, do it in a spirit of generosity. Try to work out how you can help. How you can create the perfect page for their needs (that’s still relevant to the subject you’re writing about, of course).

It’s not just sentimental. People use Google because they trust it to bring them the right content. They share stuff online because it’s useful and valuable. And a helpful website makes you really easy to do business with. If you create the best possible page and really answer their problem, the chances are you’ll benefit too.

As the great philosopher Bill S. Preston esq. once said:

“Be excellent to each other.”

I’ve always found it a pretty good place to start.

STOP writing B2B web copy, right now.

At least, pause until you’ve read our free web copywriting ebook. You won’t regret it*.

* Probably


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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