I keep having the same conversation with my B2B clients…
“We don’t want to put too many words on our website,” they say, scared by internet ‘experts’ who tell them everyone has a 1.5-second memory and will run away to TikTok.
“Let’s just get them to book a sales call, and then we can explain everything properly,” they plead.
I love you all – you’re doing great work.
And – I need you all to take a breath.
Why your B2B website copy needs more than just a pretty CTA
Because I need to tell you something very important: 70% of the buying process happens before your lead ever gets on a sales call*.
Think about your audience for a minute:
- Founders and entrepreneurs? They’re scrolling for solutions on the train, during their kid’s dance class, or while making dinner
- SME/enterprise decision-makers? They’re juggling weekly sprints with a to-do list longer than an orangutan’s arm while battling Zoom fatigue
Neither group wants to waste an hour of their precious time listening to your sales team talk through a solution that might not even be right for them.
You’re not giving them enough information, and it’s costing you money.
What your prospects actually want from your B2B website copy
So, you need to give them more. But more what?
Fair question. Here are my favourite players. These are all elements that will help your prospect work out whether they’re a good fit, get them on the call, and make it more likely they’ll say yes on that call.
They can be used all over your website, and yes, you can use them in more than one place.
- Testimonials from people (or businesses) like them
- Logos of clients they recognise
- Product features (and why they actually matter)
- Clear value propositions – why you and not another B2B brand?
- Understanding of their problems
- Third-party reviews
- Transparent pricing
- Product demos
“But what about our competitors stealing our ideas?”
Let’s be real – if they really want to do that, they’ll just pretend to be a lead and book a sales call anyway. People be sneaky.
But you know what else people be doing? Wanting to see if your product feels right before they get sold to.
The new B2B buying journey
Remember, 70% of the buying process happens before your prospect even gets on a call.
Which means, if you don’t give prospects enough information up front, they’ll simply cross you off their list. While they’re in this first part of the buying process, they want to know:
- How your solution will help them
- Whether it’s right for them
- Why you’re different/better than alternatives
- Whether they can trust you
Your B2B website copy should do the job of helping them find all this out.
What this means for your sales team
Good news: The people who do book calls will be more informed, have a higher purchase intent, and be better qualified overall.
The catch? They’ll have more detailed questions. And you need to make sure your sales team is prepared for these more qualified leads with their higher level of intent and awareness. They’ll need:
- Deeper product knowledge
- Better objection handling
- To continue a consistent messaging across all touchpoints
Your website isn’t just a pretty brochure with a “book a call” button anymore. It’s an integral part of your customer’s research process.
How to make sure your B2B website copy actually converts
Ready to find out if your website is actually helping your sales process? Grab a coffee and let’s do a quick audit.
Step 1: The “passing through” test
Open your website and set a timer for 30 seconds. What information can you gather in that time? Now imagine you’re your ideal customer – would you stick around for more?
Common red flags:
- Vague headlines full of buzzwords
- No clear indication of what you actually do
- A sea of stock photos and no substance
- CTAs that sound like they’re asking for marriage before the first date! (“Apply now!” in the hero)
Step 2: The deep dive checklist
Now, let’s see if your B2B website copy is giving prospects what they need to make an informed decision. Score yourself against these must-haves:
- A clear value proposition ( “innovative solutions for forward-thinking businesses” does not count)
- The specific pain points your solution addresses
- Product/service features WITH their benefits explained
- Pricing information (or at least pricing structure)
- Social proof (case studies, testimonials, client logos)
- Demo or detailed product walkthrough
- Trust indicators (reviews, certifications, awards)
- Clear next steps for different stages of readiness
Step 3: The sales team reality check
Are your sales team on the same page? Ask them these questions:
- What are the top 3 questions they get on every call?
- Which objections come up most often?
- What information do prospects usually already have wrong?
If these answers aren’t addressed on your website, you’re making everyone’s job harder than it needs to be.
Quick copywriter tip – this info is also gold for your content strategy (SEO and social media)
Step 4: The competitor comparison
Time for some stealth research (don’t worry, your competitors are doing it too). Check out their websites and note:
- What information do they provide that you don’t?
- What questions do they answer that you ignore?
- Where might they be winning leads before you even get a chance?
What Next?
By now you’ve probably got a to-do list longer than the stack of books I keep telling myself I will read by the end of the year.
And you might be realising that your website needs more than just a few tweaks. Maybe it needs a complete messaging overhaul.
Don’t panic! You’ve got two options:
- Tackle that to-do list yourself (and if you do, please come back and tell me how it goes – I love a good before-and-after story).
- Get some expert help mapping out exactly what you need to say and where you need to say it.
If option 2 sounds good, my Brand Messaging Guide might be exactly what you need. It’s like having a GPS for your content – telling you exactly what your prospects need to hear at each stage of their journey.
You can find out more about that here
Want to chat about your audit results? Book a free strategy call and let’s see if we’re a good fit.
(Don’t worry – I promise there’s enough information in my own B2B website copy, that you’ll know if it’s worth your time before you book!)
*This comes from 6Sense’s research. You can find the report here.