Bring in real leads with these website messaging best practices

"But it's just not doing anything. I'm embarrassed with the copy on the website".

"It was written by an intern, there's no connection with what my customers are saying".

These are just a few things I hear founders say when talking about their website messaging and proposition.

What happens (usually) is this:

- the founder secures intro meeting with investor or a handful of potential client meetings
- they realise they need to get something on the website, quick
- they turn away professional advice "no, we don't need to pay a consultant to write the copy, I'll do it. How hard can it be?!"
- and then 3 months later when those initial meetings didn’t close, they review what’s coming into the website and realise they're rubbish.

Your website messaging is everything.

You've just a few seconds to get the attention of your ideal client profile, so ensuring you've included the right voice of customer and positioning is crucial. 

At best you'll confuse them, at worst you'll confuse them so much they'll toddle off to a competitor who has invested the time in thinking about their messaging.

B2B Website Messaging Best Practices

Here are the website messaging best practices that you need to nail. 

1. Cut The Fluff

No one has time to sit down and figure out what you do. If a new visitor lands on your site and doesn’t instantly know who you are and what you offer, you’ve lost them. If people have to scroll down to ‘get it’, your message has failed. 

The trick? Keep it above the fold - everything that you need them to know should be visible on the first part of a webpage, without scrolling. Use straightforward language that people who aren’t part of your industry would understand. 

For example, instead of saying something like ‘We facilitate the optimisation of partnerships between cross-functional teams,” (yawn), simply say “We help your teams work better together.” Simple, clear, and jargon-free!

And please, stop using words like ‘futuristic’, ‘innovative’ or ‘cutting edge’. That stuff sounds fancy but usually means nada. 

Potential customers don’t care about how shiny your product is - they want to know if it will make their lives easier, if it’s difficult to set up, or if it’s just another tool that will add to their to-do list. If you leave gaps in your messaging, people will fill those blanks with their own (probably incorrect) assumptions. 

So, be clear, specific, and make sure they know exactly what they’re getting. No one’s got time for a guessing game.  

2. Stand Out Or Fade Away: Nail Your UVP (Unique Value Proposition)

To be honest, most B2B websites are about as exciting as a beige wall. 

For example, everyone and their grandma is out here claiming to have an ‘AI-powered’ solution these days. The problem? AI buzzwords start blurring together, and suddenly, you’re just one more AI company that’s lost in the crowd. 

Your UVP needs to shout, “Hey! We’re different” in a crystal clear way to your audience. 

In the case of AI, instead of bragging about AI like everyone else, tell your visitors why your AI solution actually matters. How does it solve their problems better than the next guy’s? What real-life benefits are you bringing to the table that your competitors aren’t?

So, instead of the snooze-worthy “Our AI platform analyses data”, say “Our AI cuts your analysis time by 40%, so you can spend more time on things that actually matter (like your coffee break).” 

Remember, if you’re going to toss out bold claims like “boosts productivity by 60%”, you better have some solid proof to back it up. Sure, people love seeing impressive numbers, but they’ve also got a built-in BS detector.

Don’t just throw out big stats and expect applause - explain why that number matters.  

3. Don’t Leave Visitors Hanging

People aren’t psychic. If you want them to sign up for your newsletter, register for a webinar, or download that oh-so-valuable whitepaper, don’t make them play detective to figure out how. 

Your CTA (call to action) should be like a neon sign in the desert. If visitors have to head down a rabbit hole to figure out how to book a call, you’ve already lost them. 

Make the path from the homepage to action as smooth as possible. Think fewer clicks, better conversions.

For example, instead of burying your demo link five pages deep into your site, slap a bright button on your homepage that says ‘Book Your Free Demo’. Spoiler alert: people like easy. 

And don’t forget to sprinkle a little urgency on it. Phrases like ‘“Limited spots available” can help nudge customers along. You want them feeling like they need to act now, not later. 

Keep in mind that a bold CTA button won’t make a difference if people don’t understand in those first moments how your business creates value for them. If your messaging is buried under industry jargon, even the flashiest button won’t save you. 

4. Show, Don’t Just Tell

Copy is important, but if you’re not showing off your product on your site, what are you doing? Your website is like a storefront - if it’s all closed curtains and no windows, visitors won’t explore and look into what you’re selling. 

Whether it’s sleek screen recordings or crisp pictures that zoom into your product’s features, giving potential customers a peek helps to build trust. If they are left in the dark, they might start imagining all sorts of nightmares about your product. 

Balance is important here.

Sure, stylish graphics can make your site look fancy, but they can create a disconnect if they don’t reflect the actual product. A blend of polished visuals and genuine product shots can work wonders.

For example, say you’re selling a project management tool. 

A screenshot of the dashboard itself works well, but a short video of the dashboard in action, where a user performs tasks effortlessly, is better. This means your visitors don’t just see how your tool looks, but how it would feel to use it. It’s all about creating that ‘I need this in my life’ feeling. 

Being transparent and showcasing your product doesn’t just sell, it invites your audience in. So, alongside compelling copy, make sure your product shines through - its the perfect duo to turn those leads into loyal customers. 

5. Avoid Mixed Messaging

Here’s a scenario: your website says one thing, your LinkedIn says another, and your sales team throws a totally different pitch. 

Congrats - you’ve just confused your potential customers. Mixed messaging? A fast track to losing trust and sending leads straight to your competitors. 

The trick here is to be consistent. What you say on your website should match your social media and sales calls. No one likes a company with an identity crisis.

So, if your website confidently claims, “We provide the most cost effective solutions in the market”, but your social media is all about “premium services for top-tier clients, you’re sending mixed signals to your potential customers. They’re left wondering which version is true, and confusion isn’t a great selling point. 

Keep your messaging aligned across the board - because consistency builds trust, and trust turns browsers into buyers!

Pro tip: Keep an eye on all of your communication channels and audit them often to maintain consistency. Check in every few months to see if everyone is on the same page. This will save you from a lot of awkward conversations down the line. 

The Bottom Line

Strong website messaging is essential to support your B2B strategy. The website messaging best practices shown above can help you connect with your audience in a way that actually resonates.

This isn’t just about filling up space with complex words, it’s about crafting a message which makes potential customers sit up and pay attention to your solution. 

Ready to upgrade your B2B website strategy? Contact me today to see how I can help you with my website messaging services.