B2B website copywriting that gives buyers a reason to care
Homepages, product pages and landing pages that make a complicated product easier to find and easier to buy. Search and AI discovery built into the thinking from the start.
Last updated
Homepages, product pages and landing pages that make a complicated product easier to find and easier to buy. Search and AI discovery built into the thinking from the start.
Last updated
New site, full rewrite or a landing page that’s been through one committee too many. I work with SaaS marketing teams to get the story straight and give every page a reason for existing.
Positioning first, copy second. It saves a lot of rewriting.
What does it do? Why do customers choose it? What needs explaining before someone will take the next step? I talk to the people who know and work out where the story needs attention.
I organise the copy around the buyer’s questions, with clear titles, useful headings and evidence behind the claims. Search and AI discovery inform the structure alongside what you want the visitor to do next.
Headlines, body copy and calls to action that work together and sound like your business. We refine the draft through feedback, and I leave a short messaging reference to help with future updates.
Two jobs where the website was the problem, or the place the problem showed up.
A full website rewrite for a specialist services organisation with two audiences. Positioning and audience definition first, then the copy.
Read the case study →Landing pages, email, paid and social, all telling the same core story so nothing contradicted itself as a prospect moved between channels.
Read the case study →It's writing the pages a buyer reads before they talk to sales: homepage, product pages and landing pages. The job is to make clear what you do, who it's for and why it matters now, so the right visitors get in touch and the wrong ones don't waste anyone's time.
The buyer is rarely one person. There's a champion, a sceptic, someone from finance and often a procurement team checking you against two competitors. The copy has to hold up for all of them, and survive being forwarded to someone who has never heard of you.
Yes. That means definition-led openings, one topic per page, headings that say what's underneath them and claims that can be quoted accurately. It's the same discipline that suits a human reader, which is convenient.
Yes. Homepage and key product pages are the usual start. Quite often the real problem is upstream, in the positioning, and I'll say so before I write anything.
Then any new copy will drift again within a year. I'd start with positioning and messaging, the way I did on the repositioning case study: audience first, copy second.
I'll read it the way a sceptical buyer would and tell you what I'd change. No pitch, no obligation.
