10 Common Issues That Ruin Conversions In B2B Copywriting (And How To Fix Them To Improve Business Results)

For business-to-business (B2B) companies, engaging copy is key to a successful campaign. 

Copy marketing is not a new idea, but it can create more successful outreach.

  • In simple words, B2B copywriting uses words to persuade people to make a purchase.
  • Sales teams and marketers use it to make the business succeed. 
  • B2B copywriting’s main goal is to create sales between two businesses, close deals, and improve customer experiences.

However, there are some crucial rules that a copywriter must use to deliver a compelling copy.  In this article, we'll discuss the common issues that ruin conversions in B2B copywriting and how to fix them.


Why B2B Matters

10 common issues that ruin conversions in b2b copywriting (and how to fix them to improve business results)

B2B copywriting generates business deals, but it also helps create deeper and long-term relationships with the target audience. 

Let's ‌look at some of the main reasons ‌B2B copywriting matters:

  • It can connect customers with companies through online communities
  • It can be transformative for a business's sales
  • It can generate awareness in marketing


B2B Copywriting In A Nutshell

Through blog posts, email newsletters, and more, B2B copywriting encourages potential customers to take action, though many people confuse it with B2C copywriting.

While B2B copywriting strives to deliver solutions to companies that want or use another business's product, the B2C model provides answers to a casual but specific demographic: women, men over sixty, etc.

Some of the most effective and successful B2B marketing teams spend approximately 40% of their budget on copy marketing alone.

A great B2B copywriter is behind all that success because they produce copy that informs, engages, and connects with readers to increase conversions.

Now let's talk over some ‌requirements of B2B copywriting. First, a great copywriter knows the essentials of writing B2B copy. A great copywriter knows how to use persuasive language.

Some standard requirements include:

  • Understanding the difference between B2B and B2C copywriting
  • Learning web design
  • Tailoring words to the space given
  • Knowing how to maximize open rates


Do's Of B2B Copywriting

10 common issues that ruin conversions in b2b copywriting (and how to fix them to improve business results)

Now that you have a general idea of what B2B copywriting is, there are rules ‌you must pay attention to so you don't end up with poorly written copy. Below, you’ll find a list of do's for creating and delivering high-quality copy.


Know Your Audience

Understanding your audience is one of the most important things you can do as a copywriter. Knowing your audience and the offer you're advertising makes this a lot easier for you and your brand.

With a B2B model, you need to keep in mind that you're writing for another business owner.

So, focus on your reader rather than branding. It doesn't matter whether you're writing for thousands of people — your reader should always feel like the focus.

If you can identify and speak to that individual instead of addressing a crowd, you’ll most likely produce high-converting copy.

If you want to know who your audience is, ask yourself questions like:

  • Who’ll read this?
  • Who’ll benefit from this copy?
  • What business is this?

After you answer these questions, make sure that your data is as correct as possible and refer to credible sources. After all, your copy is as good as your sources.

10 common issues that ruin conversions in b2b copywriting (and how to fix them to improve business results)


Do Your Research

The importance of research before writing copy is often overlooked, but in-depth research helps you craft better and more persuasive copy.

While doing your research, you can get all the information you need to create high-quality and valuable copy that lands right on your targeted audience. 

It also helps you get insights from a different point of view, so you end up with unique copy.

You can even read and keep up with online magazines so you're aware of the latest trends.

Not only that, but this also makes your copy more authoritative and impresses your client when you show that you know what you're talking about.


Study Your Competitors

Check what your competitors are doing before you write your copy. Make sure that whatever ideas you come up with haven't already been implemented by a competitor.

It's crucial to study your competitors and understand how they came up with those ideas. This is an essential step as it gives you insight into what you need to write differently and how you can improve your copy.

More importantly, you need to know what your competitors are saying to develop a different proposition and stand out from the rest. 

Apart from the offer, you should also work on creating a distinctive tone of voice that fits your brand and showcases who you are as a copywriter.


Make A Plan Before Writing

No matter how short or long your copy is, make sure you have a plan. This ensures you have some clarity in your copy, and it helps you gather your ideas and put them in a logical order. 

Although it may seem like a waste of time, this saves you hours later when your copy looks messy and fails to convert. When structuring a piece of copy, you can use "AIDA," which stands for Attention, Interest, Desire, and Action.

  • So, you start by grabbing the reader's attention and then evoke their interest by relating your product to a need of theirs. 
  • Next, make them desire that product by showcasing all the benefits it could bring. 
  • Lastly, make them take action by telling them how to get their hands on your product.


Develop Your Brand's Voice

Good, high-converting B2B copywriting has a distinctive voice that complements a brand’s voice.

This is a critical component of your marketing strategy because it comes from the words you use and the tone of voice that comes from your business.

Your brand's voice is determined both by your product and your target audience in copy marketing. 

You should also consider:

  • What brand persona do your competitors have?
  • What kind of tone would your target audience be more open to?
  • What kind of tone would your target audience react negatively to?

To make your copy more authentic, you can look at your company's existing material and see which elements you can integrate into your copy.


Use Short Sentences

Most readers don't have the time (or attention span) to read a long paragraph. As a rule of thumb, three sentences or less should increase your readability score. 

Readability measures the rate at which an audience can understand your copy. So, the higher the readability score, the better.

In this case, short sentences affect the readability of your copy because they're easier to understand and read, unlike longer sentences. You can also look at this list of B2B ad examples to see how short sentences catch your audience's attention.


Focus On The Benefits Of A Product

Every copywriter feels tempted to write about the features rather than the benefits of a product. That’s a big mistake.

Yes, features are important, but do readers care about them? Not really. Instead, your audience wants to know more about the product's benefits. As a result, you should ensure that your copy answers their questions.

This isn’t to say that features are unimportant or shouldn't be put in your copy. You can first showcase the benefits to the customer and then lay out the features. Try to solve your customers' pain, save them money, and make their lives easier. 

Learn how to effectively use "benefit-centric" copywriting here.


Use Social Proof

Most people tend to stay away from products with less than ten or zero ratings or reviews. Similarly, buyers are 92% more likely to buy a product after reading positive reviews. 

To help potential customers, include the ratings, reviews, and testimonials that customers have left on the products.

Here's what social proof can look like:

  • Customer testimonials
  • Social media engagement (likes, comments, shares, etc.)
  • Product reviews
  • Star ratings
  • An expert's approval
  • A celebrity’s approval

Testimonials from previous customers show that your offer will work for potential customers. If you don't want to be so blunt with social proof, here's how you can sneak it into your copy:

  • Blog posts
  • Web pages
  • Social media updates
  • PPC ads
  • Videos

Learn more about using social proof in your copy here.


Use CTAs

The call-to-action CTA) is a crucial component of your copy. It links the readers to the product, calling your audience to take action. 

Make sure not to go overboard or use them in incorrect places. They should be placed in a position where readers can easily find them.

Since you might have multiple audiences looking at your copy, you should try to create different types of CTAs to accomplish different goals. 


Incorporate Latent Semantic Indexing (LSI)

LSI keywords are terms or phrases related to your copy's keywords. Most people use synonyms and LSI keywords interchangeably, but that's not ideal. 

While synonyms can be helpful LSI keywords, LSI uses keywords that share the same context.

LSI also ensures that the search query shows pages relevant to the topic or the industry that your targeted audience is looking for.

Don't overdo your copy with LSI keywords, as Google can penalize you. You can use them to help you rank higher, but they shouldn't affect the quality of your copy. 

Instead, LSI keywords should come naturally and have a flow, so you create a well-written copy.


Focus On Personalization

Personalization is a powerful tool in copywriting as it helps you appeal to more people. 

Think of copywriting as writing to one specific person, or even better, a friend. You can't personalize every part of your copy, but you shouldn't try to solve everyone's problems with a single message.

At the same time, you should write as if you're talking to one person. Then you can adjust that message, and people will appreciate your effort in figuring out their problems.

If you want to brand your business well, try to focus on the reader so they engage with your product or service. 

Try to keep the language of your copy simple and friendly to make your readers think of you as someone who’s trying to help. You’re meeting their needs, not just trying to make a sale.


Re-Read Your Copy

You finished writing a fantastic piece of copy, your ideas were coordinated, and you feel confident about it. Sure, that's fine — but you still need to re-read your copy to ensure that you didn't leave out any essential information.

Going over your draft is a crucial step in your copywriting process. This will help you identify grammatical mistakes, but you can also add words or remove unnecessary information to make the copy more captivating.


Don'ts Of B2B Copywriting

10 common issues that ruin conversions in b2b copywriting (and how to fix them to improve business results)

After going through some of the crucial do's of copywriting, it's only natural that you want to know about the don'ts. Below is a list of some common mistakes that you can avoid if you want to write compelling copy.


Avoid The Jargon

No one knows it all, and you don't have to. If you want to seem like an expert in an industry and use jargon, readers might have a hard time understanding what you're trying to convey.

Instead,  use simple language to help your audience understand your copy right away. 

According to a recent study, most B2B companies "talk past their customers." So, unless you're sure that your audience knows what these terms mean, keep the jargon to a minimum.

Writing in a simple language only makes your copy more readable. Contrary to what you might think, jargon doesn't make you seem like a professional copywriter — it shows that you lack originality.


Don't Lie Or Exaggerate

As a copywriter, the last thing you want is for your audience to think that you're lying or exaggerating. This is wrong, and it harms your copy. Your readers are smart enough to detect any lies, and when they do, you'll lose their trust forever.


Avoid Lengthy Paragraphs Or Bullet Points

Concise sentences indicate that you know what you're talking about, so readers instinctively feel they can trust you. 

Everyone values their time, and no one wants to read walls of text and long bullet-point lists. So, if there's a shortcut to get your point across, consider using it.

Here's how you can effectively proofread and self-edit your copywriting.


Don't Copy Your Competitors

Isn't it frustrating when you read something, and every website says the same thing? Think about it: if you were to convey the same information as your competitors, you wouldn’t be differentiating yourself.

Not only would you end up with plagiarized copy, but you would also lose the trust of your readers and potential customers.

The good thing is that you can distinguish yourself from the other writers by asking yourself questions. Consider whether these trends match your brand's goals or relate to what your audience wants. 

Doing what's best for your brand will help you produce original and unique copy.


Don’t Copy Another Writer’s Tone

The same thing goes for copying another writer's tone. The tone in copywriting refers to your writing style and attitude. Based on the piece of copy that you're writing, you should consider the tone you want to convey. 

Every copywriter has a distinctive style that works for them, but that doesn't mean it will work for you. 

Even worse, you might do a lousy job of copying someone else's style, which ruins your copy. But if you're going to copy, at least do it well.


Don't Rely On Reviews Or Testimonials Only

As crucial as reviews and testimonials are, it's not a good idea to build your copy around them. Think of these as supportive copy that re-establish your customers' trust in the product.

Of course, online reviews are essential, and they influence how much someone can trust your product. If you rely solely on them, it shows the readers that you're only trying to make a sale and not help them.


Don't Act Like You Know It All

Writing is about recognizing that there are always new things you can learn about that make you a better writer. 

Trying to sound like you have a Ph.D. in fancy words makes you sound like an expert when you're not. You're just a human trying to persuade other humans to buy something.

Try to stay curious to learn and improve your writing with every piece of copy that you write. You better than anyone else know how exhausting it is to work with a know-it-all.


Don't Leave Out Important Parts

Leaving parts of your copy to the imagination of your readers doesn't work in B2B copywriting. You need to be explicit about everything you write and avoid leaving out important parts because it destroys your conversion rate.

10 common issues that ruin conversions in b2b copywriting (and how to fix them to improve business results)


Don’t Try To Sound Overly Smart

One of the essential rules as a copywriter is never to sacrifice the clarity of your copy to seem intelligent. 

As you've learned already, a copywriter's primary function is to sound like a regular person and ensure that potential buyers turn into customers. The best way to do this is by getting your message across in a transparent manner.


Don't Overdo Keywords

Many copywriters think that stuffing copy with target keywords as much as possible is effective for the search query. 

Of course, your copy needs relevant keywords. If they're repeated sentence after sentence, the copy can look poorly written. The sad thing is that customers won't bother to read your copy, nor will Google.


Fundamental B2B Copywriting Tips

10 common issues that ruin conversions in b2b copywriting (and how to fix them to improve business results)

Now that you've learned about the do's and don'ts of copywriting, here are some tips to make your copy more compelling.


Practice With Your Headlines

Coming up with a good headline is never easy, especially when the reader's attention span is brief. The best way to grab their attention is to write a catchy headline stating the value your product offers. 

The headline should also include the pain point that your product can solve.


Evoke Your Audience's Emotions

If you fail to trigger your audience's emotions, they won't take action. If you incorporate pain points in your copy, your customers might feel compelled, which leads to them taking action and engaging with your brand.


Focus On One Platform

Nowadays, there are many communication methods such as social media, podcasts, video copy, etc. This can be overwhelming. 

However, it's essential to know that your audience might be engaged on one platform only, so you should know your customer and focus on a platform that they're used to.


Use The Right Formatting

With any copy, the right formatting can help your audience engage with your copy. 

Here are some practices to ensure more precise copy:

  • Organize your thoughts and information.
  • Use sub-heads so readers can skim through the page.
  • Keep your paragraphs short — three sentences at most.
  • Emphasize information through bullet-point lists, italics, bold, and "quotes."


There’s A Lot To B2B Copywriting

10 common issues that ruin conversions in b2b copywriting (and how to fix them to improve business results)

There are a lot of B2B writing rules, and these are only a few of them. If you put these rules into practice, you’re guaranteed to improve your copy and achieve your marketing goals. 

There's no beating around the bush when it comes to B2B copywriting. You need to be straightforward and to the point about your product. Only this way can you change your customer's life and your brand's.


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About Daniel Doan

Daniel is a proven Neuro-Response copywriter with over a decade of expertise bridging the gap between what your company wants to say and what your customers actually want to read.

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