News flash: B2B content doesn’t have to be boring.
I know, I know. Writing for B2B sites isn’t easy. Products like lanyards and construction helmets aren’t necessarily sexy. Your competitors’ sites are probably just as boring. And the powers-that-be may feel more comfortable with “just the facts” feature-filled content.
Yet, for many (most) B2B sites, there’s room for so much improvement. By adding just a little bit of spice, you can connect with your readers and boost your conversion rates.
Here’s how to do it:
Use the word “you” in your copy
You are not selling to robots. Nor are you selling to a “company.” You are selling to people. And people (otherwise known as your target readers) respond to the word “you.” Using the word personalizes your message and makes your content more compelling. For a great example, check out Basecamp’s homepage. Their line, “Our job is to help you do your job better” is a fantastic mission statement. It’s punchy, personal and implies a pretty big benefit. Plus, it makes you want to look more closely at their services – so the content is definitely doing it’s job.
