5 ways to improve your web writing

When it comes to your B2B website, substance outweighs style. Wield your website as a crucial tool in the ring against your competition by strengthening your web writing. 

Longer forms of web content produce nine times more leads than shorter copy, but to be a forerunner in your market, your writing itself needs to be top notch. Here are five ways to ensure your web content writing stands out:

• Write for one target reader

• Be clear and concise

• Use active language

• Tell a great story

• Incorporate urgency

5 tips to enhance your web writing

1. Write for one person — your target buyer

Understand your audience and create content that resonates with them. High quality web content writing includes topics your market finds interesting, helpful or timely. The ultimate indicator of success is when people share and actively engage with the content you produce. 

Remember, you can’t (and you shouldn’t try to) speak to everyone. One person’s trash is another’s treasure, after all. It also doesn’t hurt to keep your copy casual with a joke or a story so your web writing doesn’t sound like a high school English essay. This is why knowing your audience is key, so you can speak directly to your target buyer and land your message with precision.

2. Get your point across clearly and concisely

Your web content writing needs to be easy to understand and to the point. This may seem straightforward, but even seasoned marketers get caught in the traps of jargon and run-on sentences. 

No one can engage with your B2B company if they don’t know what you’re talking about in your copy (or worse, if you’ve bored them to death), so your web writing needs to make your readers want to find out more about what you have to offer.

3. Use active language

Evoke an active voice when writing your marketing content. Only 21% of consumers will read your posts thoroughly, so drawing them in right away will entice a deeper read. A strong active voice includes:

• Engagement: directly connect with your readers and encourage them to get into the story with action verbs. 

• Readability: passive language is hard to read. Use active phrases when you can. 

• Persuasiveness: call your readers to action. Your content should convince them to comment on or share your posts, or better yet, buy from you.

Your job as a B2B marketer or business owner is to convince the other 79% of potential customers that your content is worth more than a skim read.

4. Tell a compelling story 

Consider someone in your life who tells great stories — the kind that you can visualize as they’re telling you, and that you’re genuinely interested in until the end. These are the stories where emotion and action shine through. Weave narratives like these in your web writing. Find the human angle and look for how your product or service makes people feel. 

Your stories should show that you understand your readers’ problems, and that you’re looking to help them. Clearly outline the benefits of buying from or working with your company. What actions have people been able to take because of your offerings? Bring these details to life in your web writing and develop an emotional connection.

5. Hook readers with urgency

While some web content writing is purely educational, other content such as sales pages requires you to create a sense of urgency in your copywriting. When a task is made to seem timely, people are more likely to act on it, which moves them along the path to purchase faster.

There are a few ways to drive B2B conversions with urgency. Make purchases a pressing matter with set deadlines, whether through limited time discounts or promoting the date that your offer ends. Compel your audience further by warning them that prices will soon increase. Display how many items or spots are left at the sale price, and highlight scarcity with reminders.

Learn 4 content writing essentials

Strong writing skills drive sales, which is why your B2B web content writing needs to shine. Download our free Essential Content Checklist and learn the four critical elements you need to cover before you publish any piece of marketing content.