How To Write Great B2B Website Content [List]

Table of Contents

    Writing content for a B2B website is about much more than playing to SEO and search rankings. While those things are essential to achieving exposure and sales, they won’t help you much if your website is full of junk content. Writing that’s difficult to read, unbacked statistics, and poor layouts can all send a potential client running from your site before they even know what you have to offer.

    Fortunately, there are a plethora of simple steps you can take to improve your B2B website’s content and keep readers invested in what you have to say. Streamlining wordy pieces and fleshing out ill-supported statements will go a long way in building up a reader base that sees you as an authority.

    How to Write Great Website Content

    Quick List.. read on for more.

    1. Write for customers– not yourself.
    2. Create a thorough outline of your website content.
    3. Remember that each service and customer deserves their own page.
    4. Show how you’re different.
    5. Describe the way you solve problems.
    6. Keep tech in mind.
    7. Stay on top of your grammar and spelling.
    8. Write in the active voice.
    9. Keep language simple.
    10. Chunk your site’s website content.
    11. Show rather than tell.
    12. Cite your research.
    13. Consider utilizing a story format.
    14. Update and iterate constantly.
    15. Optimize for search engines.

    1. Write for customers– not yourself.

    As you’re piecing together your website and content, it’s essential that you remember who it’s for. You aren’t writing for yourself or anyone else with the same intimate knowledge you have about your brand. You’re writing for a fresh, curious audience; and those potential customers come first.

    don't talk about yourself

    Ask yourself:

    • What content are my readers interested in?
    • What sort of information will my readers be looking for?
    • Do my readers have any specific needs?
    • What problem am I solving for the reader?

    In some cases, you might be able to present these questions front and center. Consider adding a streamlined FAQ to your site. You can also get creative with wording to create clearer and more actionable titles. Being specific about what you’re solving can go a long way in attracting customers. “Oil and Gas Water Services” could become “Oil and Gas Water Filtration Solutions.”

    When you address readers’ needs before they’ve had a chance to start asking questions, you set yourself apart from the rest of the pack. Let your audience know you understand their situation– they’ll appreciate it.

    Bottom line – Make your customer the hero.
    Design for your customers not the CEO. Click To Tweet

    2. Create a thorough outline of your website content.

    This will allow you a clearer insight into what you can write, what you still need to research, and what may need to be contracted out to somebody else. An outline affords you the freedom to map out and visually determine the whats, wheres, and whys of your website.As you create your outline, ask yourself critical questions to determine the direction of your content:

    • How much time do you have to devote to content creation?
      • Many site creators look at their finished product as a buffet– they want to portray and write about everything they do. This is great! But, much like a real buffet, your eyes (ideals) are often far larger than your stomach (or your capabilities)
    • How much do you know about realistic website content levels?
    • Do you need to pare content down to just two or three pages of services?

    Your website will never be a finished product. After your site goes live, monitor the keywords folks find you with and keep track of frequently asked questions that your service reps are hearing. Take the time to write a new page each month (or quarterly) to address things like this.

    3. Remember that each service and customer deserves their own page.

    Keeping SEO in mind, separating each topic of service into individual pages is critical for organization and search rankings. When people go looking for a service, it’s best that they land on a page devoted to that topic rather than a generic list of services. This also offers you a chance to get specific and provide value on each topic.

    Keeping SEO in mind, separating each topic of service into individual pages is critical for organization and search rankings. Click To Tweet

    Try to create pages for each customer, too, not just each service. By creating a buyer persona for each customer, it can help you form a mental image of the people you’re trying to reach. Create content that’s targeted to their interests and needs.

    b2b customers engineers

    4. Show how you’re different.

    Share individualistic features of your company, staff, and customers to help readers understand how you’re different from your competition. Consider sharing what your customers have accomplished with your help– it’ll make it easier for audiences to see themselves in that position.

    Specific, real-world examples will help readers understand and visualize your message more efficiently. Comparing the two sentences below, it’s clear which presents a stronger pull to action:

      • We provide custom blending chemical services.
      • With our full-service laboratory and experienced chemists, all of our products are custom blended on site in our blending facility.

    5. Describe the way you solve problems.

    Don’t just list your services– share results. Discuss your work process and the solutions you have to offer for your customers’ problems. This can be accomplished very succinctly, i.e. “We provide cost-effective, environmentally-sensitive services with the ability to manufacture products that are environmentally safe.”

    Don't just list your services-- share results. Click To Tweet

    6. Keep tech in mind.

    Consider the devices your audience will be reading your content on. Will it be read on a computer? A mobile device? In the B2B world, it’s a safe bet that more than half of your users will be on a mobile device. Write website content for both computers and mobile phones– make sure it displays differently depending on the device being used.

    If you have clutter or distractions on a web page that may not work on a mobile device, consider removing them. Put extra content into tabs so that mobile users can choose whether they want to view more.

    7. Stay on top of you’re grammar and spelling.

    (Yes.. that was done on purpose to make a point; your vs. you’re is classic.)

    Poor grammar and spelling stick out on a webpage like a sore thumb, don’t they? It’s easy to lapse into writing using your natural speaking voice, but be sure to use proper grammar. Improper grammar and spelling are distractions; readers will focus on that rather than on your content.

    grammar is important website content

    8. Write in the active voice.

    What is the active voice? It’s certain, confident, and present. Rather than writing “The product was delivered,” consider saying, “We delivered the product.”Opt for “You can order products on our website,” rather than, “Products can be ordered on our website.”

    9. Keep language simple.

    Your writing should be clear and succinct. Save trying to sound clever, different, quirky, or smart for your time around the dinner table with family. Use your own natural voice and be genuine, but write clearly and plainly.

    Try to aim for text that can be easily understood by anyone with a high school education. Your audience might have college degrees, but reading is still simpler at lower levels.Avoid using jargon and other esoteric company language that only insiders will understand. You’ll want to work these in occasionally so that your audience can tell you know what you’re talking about, but not everyone in every market uses the same phrases and words.

    Their searches may be more simple or generic.We had one client who sold oil pump jacks. He insisted that we call them “pump” units because that is the proper terminology. However, upon conducting keyword research, it became apparent that nobody even used that phrase. Everyone else refers to them as oil pump jacks.

    10. Chunk your site’s website content.

    Yes, folks will undoubtedly be scanning your website’s content; but research shows that they’ll be willing to spend time and fully read content that speaks to them. When you create chunks or separate your paragraphs and different thoughts into bullets or sections, you can direct readers to the content they want to absorb.Don’t limit yourself to employing this tactic solely on long lists. One sentence and two bullets are easier to read than three sentences.

    11. Show rather than tell.

    Utilize imagery to show your readers things rather than just speaking “at” them. Imagery serves to add information to your content that can be quickly and easily understood. It helps to break up website content up into sections and offers a break from reading.Make sure you don’t overwhelm your audience with images. Be tasteful in your selections and only use photos that add value to the reader’s experience. Consider adding photos of your facilities and staff, pictures of your processes, and charts with relevant data.

    website content including charts

    12. Cite your research.

    Don’t be afraid to link out to whatever sources you use. You can have a specific section for resources listed or hyperlink within the content itself.Be wary of what you copy and paste. Even experienced content creators have to be careful– it’s all too easy to take large snippets and think nobody will notice. There are tools out there designed to catch this, so make sure you’re providing ample credit to the sources you get your info from.

    13. Consider utilizing a story format.

    Writing a story allows you the chance to share history, entertain readers, and provide a deeper meaning to experiences while connecting you with your customers. If you choose to implement storytelling on your website, keep a flow– have a clear beginning, middle, and end.

    If you need help, I recommend this book, Building A Story Brand, on story writing and the accompanying website,

    If you choose to implement storytelling on your website, keep a flow-- have a clear beginning, middle, and end. Click To Tweet

    create a website story

    14. Update and iterate your website content constantly.

    Your web page is never complete. Whether information about your company or your offerings changes, search engine algorithms shift, or you have new issues to address, there’s always going to be something worth updating your site over.

    Stay on top of innovations and advancements in your industry and write about them candidly. Be willing to write out explanations for common customer questions. Take the initiative to get content in place before readers start struggling to find it.

    15. Optimize for search engines.

    You can’t ignore SEO entirely. SEO is important– but you shouldn’t focus solely on Google or achieving first-page status. Do keyword research to determine the most commonly-searched phrases. This is a good guide on how to get started with that process.

    Make sure you’re using words your customers are familiar with. Beyond that, double-check to ensure you’re also working in terms that people will use to search for your products or services.

    If you’re interested in learning more about how web design and content influence your digital marketing success, download our website content writing guide or get in touch with GlobalSpex today. Our team is dedicated to helping you envision creative web solutions that will increase trust and profitability. When you partner with us, we’ll work aggressively to design for your business– not our own portfolio.

    Other Snippets to Include.

    As you are writing your content, you might want to consider other sections or pieces of information that are not directly related to that specific page’s subject.


    1. Social proof.
    2. Awards and affiliations
    3. Testimonials
    4. FAQs.
    5. Calls to action. The purpose of each page is drive your users to take action.
    6. Video
    7. Premium content shares like white papers or ebooks.

    List of The Type of Website Content To Include

    If you are not sure about which types of website pages you need to include, below are more examples. I’ve include links to posts where we provide more details.

    1. Industries.
    2. Products.
    3. FAQs
    4. Resources.
    5. Videos List.
    6. Blog Posts.

    BONUS TIPS: Delivering and Managing Your Website Content.

    For our customers, when we are building websites, one of the most crucial processes is collecting all of the content. We’ve done this for years and have helped hundreds of customers create and manage the vastness of information.

    Below are some tips.

    1. Review Your Outline. Be sure to review the website outline you created with your website developer. This is the foundation of your content and will help you organize your documentation.
    2. Create A Document Per Page. It is best to create a separate document for each web page. I would even say a separate folder for each page. It allows you to add references, links, images so it is clear as to what goes with what. At the top of the page, add a title of page as it corresponds to your original website outline.
    3. Create A Complete Page. We recommend a minimum of 500 words per web page. Read more here:
    4. Type of Content. Send your content as a Word doc, TXT file, Mac Pages, or even a Google doc. Just don’t send scanned images. OCR technology has been improved but it is still not perfect.
    5. Provide As Close to Final Document. Please try to make your content as final as possible for the first round of your website. Minor changes in the text can be made after your web pages have been constructed, so don’t worry if you later spot something you want to see corrected or changed. Sometimes after you see it on your website and review the ‘flow’ it might be necessary to make changes and that’s okay.
    6. Vendor Material. If you want to use text from a vendor’s materials, please be sure you have permission. Most vendors are quite happy to allow their content or brand to be used on a distributor’s site and link back to them. But, better safe than sorry.

    Download the Ultimate Website Content Worksheet & Guide

    If you've been tasked to maintain or rebuild your website, the hardest part is collecting the content then, if you don't have it, writing the content. We've compiled a list for you as well as some steps to help you with this journey.

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    Christina Hawkins

    Christina Hawkins is CEO of GlobalSpex, Inc. and a Fractional CMO for her clients. A seasoned digital marketer since 1999, Christina has designed and built exceptional websites partnering with small businesses to help them grow and increase revenue. She understands that digital marketing is a constantly evolving technology and works to stay on top of the latest changes. She is always looking for the best route for clients' lead generation needs and revenue. In addition to her ability as a digital marketer, Christina is a coach and mentor with Agency Mavericks to other digital marketing freelancers, helping them grow their businesses. She is also a sponsor and co-leader of Houston's WordPress Meetup.

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