The PelleCopy Letter

PL #001: How to fix 3 common B2B homepage conversion killers

copywriting Jul 13, 2023

Your website is your brand on constant display. You want the next logical step for a solution-hungry visitor to buy or try your solution.

Unfortunately, some mistakes are easy to make.

Even in-house marketing teams and agencies overlook these conversion best practices because they are laughably simple...

Or, they’re too deep into this damaging principle:

“B2B is serious business.”

Company leaders wear suits. They present charts and talk about KPIs, metrics, and ROI.

Sadly, that makes many marketers stuck in the old way of B2B marketing:

  • “B2B must be formal.”
  • “Technical details over benefits"
  • “Bragging about awards and achievements is great.”
  • “Complexity shows how technologically advanced our solution is.”

And given the long buying processes and challenges companies face, it’s easy to see why many marketers involuntarily adopt a complex way of thinking about B2B marketing.

But this kills conversions because it works against the natural decision-making process.

Here’s how you can fix this in three simple steps.

#1: Talk about your buyer

Your customers only care about themselves. It’s not an exaggeration. It’s human nature.

People can be empathic, caring, and kind towards others and other causes.

But ultimately, a business buyer wants to hear how your solution can benefit them personally.

For example, a marketing leader wouldn’t care about creating an incredible growth engine for their company if it didn’t benefit them.

They may want recognition, social proof, higher pay, less stress, and to learn valuable skills for job security.

How to fix it

Turn your copywriting narrative from ‘us’, ‘we’, and ‘I, to ‘you’. Address the reader and their challenges, needs, and interests.

Of course, this doesn’t mean you can’t talk about yourself or your company.

Aim for the golden 80/20 rule.

Write ‘you’ at least 80% throughout your copy.

#2: Show, don’t tell

No one is impressed by big words without substance.

Especially your savvy, solution-comparing business buyers with extremely sensitive BS detectors.

But the use of buzzwords is incredibly common in B2B SaaS.

Go to any enterprise solution website and read their copy.

Their solution is undoubtedly “innovative”, “revolutionary”, “efficient”, and “accessible.”

But without proof, those fancy-sounding words mean nothing.

How to fix it

Replace all buzzwords with specifics.

If your company is known for its incredible innovation, give examples of how and why you’re innovating.

Tell stories, show examples, and release facts that support your statement.

And if your solution is “efficient”, replace the word with how it makes a challenging or slow area more efficient for your ideal customers.

“Our project management solution is very efficient.”

→ “5836 marketing agencies save 60 hours a month on project management with [solution].”

Get straight to the point, and your conversion rates will increase.

#3: Grab attention instantly

First impressions are formed in as little as 7 seconds, with some studies showing accurate judgments can be made in just 1/10 of a second.

That puts a lot of pressure on your homepage.

Many B2B SaaS companies choose creativity and wordplay over clarity. That can cause buyers to bounce out of sheer confusion — killing your conversion rates.

While companies like Coca-Cola and Nike can get away with being creative. 99% of other brands can't afford to risk it.

How to fix it

Start by framing the biggest benefit your solution gives your ideal buyers.

For example, automating the entire process helps companies save time and costs on bookkeeping.

Write it down clearly.

"Save time and costs on your daily bookkeeping."

Boring, yes. But now it's clear what you do.

Now begins the work of turning a boring headline into an interesting one.

A great way to nail the perfect headline is by using the 4 U's, created by the prolific copywriter Bob Bly:

  1. Urgent
  2. Unique
  3. Useful
  4. Ultra-specific

Write a headline that scores high in three of these areas. Two is also fine.

Let's take our boring headline again as an example:

"Save time and costs on your daily bookkeeping."

Let's make it urgent by focusing on the cost of not optimizing this process: the negative impact on decision-making, which can cost large companies millions of dollars in lost opportunities.

"Save millions on daily, common bookkeeping errors."

Now you turned the heat up. Let's make it unique.

"Save millions on daily, common bookkeeping errors with Mind Machinery."

And finally, let's make it ultra-specific.

"Save $600,000 yearly on daily bookkeeping with Mind Machinery that scan and fix common financial transactions errors."

Now the headline presents urgency (saving millions), introduces something unique (mind machinery), and explains specifically what and how it does it.

Of course, there are thousands of ways to rewrite this. But for B2B, clarity always beats creativity regarding headlines for top conversion rates.

TL;DR: Your action plan

1. Focus on your reader and write ‘you’ 5X more than ‘we’, ‘us’, and ‘I’.

2. Replace buzzwords with specific details.

3. Clarify your homepage headline with the 4 U’s.

Remember: B2B marketing doesn’t have to be boring and complex to impress.

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