Creating compelling B2B website content is no longer just about showcasing your products or services. It’s about connecting with your audience, understanding their ` points, and demonstrating how you can solve their problems.
The most successful B2B websites put their customers at the centre of their messaging, showing not just what they offer but why it matters. In this article, we’ll explore how to write B2B content that resonates with your audience and drives action (with examples).
1. Write from your customer’s perspective
Too often, B2B websites are bogged down by jargon and self-promotion. They list products, services, and accomplishments without addressing the fundamental question every customer asks: “What’s in it for me?”
Your website should answer this question clearly and succinctly, offering a customer-centric narrative rather than a company-focused monologue. Instead of merely describing what you do, consider why your audience should care.
This involves:
Empathy: Step into your customer’s shoes. What are their day-to-day challenges? What problems keep them up at night? Your website’s content should reflect these concerns and offer solutions.
Audience personas: Create detailed profiles of your ideal customers. Understand their roles, goals, and frustrations to craft messaging that speaks directly to them.
Search data: Use keyword research to uncover what your audience is searching for. Pay attention to questions and concerns revealed in search queries—these often point directly to pain points you can address.
2. Show, don’t just tell: solve problems
Modern B2B buyers are savvy. They research solutions extensively before making contact with a vendor. To make your website stand out, you need to go beyond listing features and present benefits that solve customer problems.
Feature vs. benefit example
Let’s say you’re promoting an AI-driven software:
Feature-focused: “Our product includes AI-driven prompts and fast automated reporting.”
Benefit-focused: “Our AI-driven platform saves you time and ensures your business runs smoothly every day.”
By framing the feature as a benefit, you connect the product’s value to the customer’s world. This subtle shift can make your message far more compelling.
3. Make your website part of the shortlisting process
B2B buying journeys often involve customers creating a shortlist of potential vendors. They compare options, review features, and analyse which solution best meets their needs. Your website must position you as a top contender.
Ask yourself:
Does my website stand out next to competitors?
If a customer compares your site side-by-side with another, will your messaging and value proposition make the cut?
Is my content clear and specific?
Avoid vague statements like “We’re the best in the industry.” Instead, back up your claims with proof—case studies, testimonials, and measurable results.
Urgency as a differentiator
Sometimes, adding a sense of urgency can help move potential customers to action. Phrases like “Limited-time offer,” “Start optimising your processes today,” or “Save hours this week with our solution” can nudge buyers closer to conversion.
4. Write website content that's B2B customer-focused
One of the easiest ways to evaluate whether your content is customer-focused is to check how often you use words like “we” and “our” compared to “you” and “your.”
Example
Self-focused: “We’ve spent 10 years developing this product with industry-leading experts.”
Customer-focused: “For over a decade, we’ve worked with industry-leading experts to create a product that saves you time and helps your business thrive.”
This simple shift in perspective makes the content more engaging and relevant to the reader.
5. Bring your brand narrative to life
A cohesive brand narrative helps unify your messaging across your website. Your content should tell a story that aligns with your audience’s journey, illustrating how your solution fits into their lives.
The elements of a strong brand narrative
Clarity: Clearly articulate what you do and why it matters. Avoid vague or overly technical language.
Consistency: Ensure your messaging is consistent across all pages. Every part of the site should reinforce your value proposition.
Connection: Show your customers that you understand their challenges and are here to help.
6. Test and iterate your content
Creating effective B2B website content is an iterative process. What resonates with your audience today might not work tomorrow, so continually test and refine your messaging.
How to test your content
A/B testing: Test different headlines, CTAs, or benefit statements to see which version performs better.
Analytics: Use website analytics tools to track which pages are most popular and where visitors drop off.
Feedback: Ask customers directly about their experience with your website. What did they find helpful? What could be improved?
7. Examples of customer-centric messaging
To inspire your content strategy, here are a few examples of customer-focused messaging done right:
Example 1: Software Company
Self-focused: “We offer cloud-based solutions for enterprise businesses.”
Customer-focused: “Easily manage your team’s workflow with our secure, cloud-based platform.”
Example 2: Marketing Agency
Self-focused: “Our team has decades of experience in digital marketing.”
Customer-focused: “Grow your audience and drive measurable results with our expert digital marketing services.”
Example 3: Manufacturing Company
Self-focused: “We’re industry leaders in precision parts manufacturing.”
Customer-focused: “Get the precision parts you need, delivered on time to keep your operations running smoothly.”
8. The final check: is it about them?
Before you publish any piece of website content, ask yourself:
Does this address a customer’s specific need or pain point?
Does it clearly explain the benefit to the customer?
Does it feel personal and relatable?
If the answer to any of these questions is “no,” revisit your draft and make it more customer-centric.
Conclusion
Writing B2B website content that connects and drives action requires a shift in perspective. By focusing on your customer’s needs, presenting solutions to their problems, and crafting a clear and compelling narrative, you can create a website that resonates and converts.
❗️ Remember: your audience doesn’t care about what you do—they care about what you can do for them. Make your message about them, and you’ll be on the path to success.
Need some help? Get in touch today.
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