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5 Essential B2B Copywriting Strategies and Best Practices

Yaryna Dzhygin
Yaryna Dzhygin
September 12, 2023 | 17 min. reading

Nowadays, lots of different industries invest in digital marketing. And as the stats show, 56% of them are B2B organizations. This is encouraging, as it proves that modern businesses more often prefer the meaningful approach to their product promotion. 

Yet, if you are not aware of the B2B marketing values, let us introduce you to them! So, in this article, we will highlight B2B copywriting strategies to convert hesitant customers. Also, we will share with you the best practices for B2B copywriting.    

What is B2B Copywriting?

B2B copywriting is the strategic creation of content used by companies to let other businesses know more about their products or services. 

Both, a skilled B2B copywriter and blog writer, understands how to create compelling content that resonates with the target audience. However, there is a distinction between the two.

B2B copywriter

A copywriter specializes in crafting copy that is focused on driving sales, utilizing convincing techniques to encourage customers to take action. It can be filling out lead generation forms or reaching out to a salesperson via phone or chat.

B2B blog writer 

A blog writer creates informative articles aimed to address the burning questions of their audience. Generally, such blog articles provide valuable information and solutions related to common industry problems.

Understanding All the Specifics of B2B Copywriting

To begin with, it is necessary to delve into the peculiarities of B2B copywriting, as it requires addressing versatile professionals and sales processes. 

Defining What B2B Copywriting Services You Need

Defining the B2B copywriting services for your project requires a thorough knowledge of your business goals, target audience, and marketing strategy. 

Here are some useful tips to help you in this process:

  1. Set business goals to determine the B2B copywriting services you need.
  2. Study your target audience to create appropriate content.
  3. Assess your existing content to identify things for improvement.
  4. Consider your marketing channels to determine the type of copywriting content suited for each.
  5. Define your budget and prioritize the most critical services within your B2B copywriting plan.
  6. Choose a provider that aligns with your B2B copywriting strategies and budget.

Popular Types of B2B Copywriting Services 

The specific types of B2B copywriting services may vary depending on the chosen strategy for B2B copywriting. At Livepage, we provide custom assistance to the unique business needs of our clients.

Yet, as for the most popular types of B2B copywriting services, we can mention the following:


Such complete reports focus on determining a problem and positioning your organization as an expert solution provider.


It is a modern version of whitepapers that can guide potential buyers through a typical B2B sales funnel. Also, ebooks are used to demonstrate to prospective buyers how they can solve their problems through your product.

Brand storytelling

This form of B2B copywriting centers around showcasing your brand and highlighting the benefits it can offer. Plus, customer stories are frequently incorporated to add credibility.

Technical writing

Such type of B2B copywriting is supposed to simplify technical concepts and processes, making them accessible to a non-technical audience.


Ghostwriting is usually created by freelance and external content professionals for recognized experts, leveraging their expertise to develop high-quality material.

UX writing

It is about copies specifically crafted for B2B websites and mobile applications, focusing on the optimization of customer experience and interactions.

Social media posts

This type is probably the most popular nowadays. It covers B2B textual content published on various social media platforms to engage and inform the audience.

Landing and sales pages

These specialized web pages are designed to prompt readers to take an action or make a purchase.

Blog posts

This refers to articles featured on company blogs or published as guest posts. They are useful for drawing attention, establishing authority, and providing value to readers.

Key Differences between B2B and B2C Copywriting

While B2C and B2B customers may follow similar paths in the sales funnel, effective copywriting for them requires different strategies. 

For example, there are 3 crucial distinctions when writing for B2B companies:

Speaking to multiple decision-makers

B2B writing often targets not just one decision-maker, but also managers, executives, and other senior-level employees involved in the purchasing process.

Establishing deep connections

Successful B2B copywriting strategies aim to establish a deeper level of connection between the reader and the content. It is possible due to positioning the writing as coming from a real expert.

Focusing on facts and benefits

B2B audiences are more interested in concrete facts and benefits rather than direct sales copy. They want to know how a product or service can save money, increase productivity, etc.

Effective B2B Copywriting Strategies to Increase Conversions

Here are 5 B2B copywriting strategy examples. Be sure that using them increases visibility of any web resource!

1. Know Your Audience

One effective approach to identifying your target audience is the 5W segmentation technique. This method involves answering detailed questions about your audience, including what, where, who, when, and why:

  • What specific products or services do your buyers choose?
  • Who are your buyers? 
  • When and how frequently do your customers make purchases or are likely to make purchases?
  • Where do your customers prefer to shop? 
  • What motivates your customers to buy a particular product or service? 

Direct communication with your audience can be highly-valuable for creating your B2B copywriting plan. 

2. Define Your Unique Value Proposition

Within B2B copywriting strategies for conversions, we advise you to focus on your customers’ benefits. Start by determining how your product or service solves customer pain points, such as saving time, and money, or reducing hassle. Highlight these benefits in your copywriting.

In addition, when crafting B2B copywriting, it’s crucial to create value for your ideal customer. For this, your blog posts or other content should provide useful insights or tactics to improve the reader’s business. By giving value, you can earn trust, and get more purchases from your target audience.

3. Leverage the Impact of Storytelling

According to research by Google, emotional attachment to a brand is a key factor in B2B purchase decisions. For instance, 50% of buyers are more likely to make a purchase when they feel an emotional connection. Storytelling is excellent for this.

First, make your customer the protagonist of your brand story that can be told in testimonials. Testimonials enable other customers to engage with your brand on a deeper level. Second, remember to use social media. 

4. Use Persuasive Language

Research shows that buyers are 92% more likely to purchase after reading positive reviews. Yet, it’s important to cite reputable sources for your data.

Instead of overwhelming your audience with raw numbers, find compelling ways to tell a story that incorporates the data. By doing so, you can make your copy catchier and more memorable.

5. Remember SEO

Optimizing your B2B copywriting for SEO is crucial to ensure that potential customers can find you online. Likewise, 51% of buyers discover new products or companies through Internet searches. That’s why, to improve your conversion rate, it’s essential to utilize industry keywords strategically.

Here are some points to keep in mind when optimizing your B2B copywriting for SEO:

Relevant keywords. Use keywords that will bring potential clients to your website. Also, consider using niche keywords targeted at your customers.

Keyword research tools. Google Ads Keyword Planner and other tools can help you find the right keywords to optimize your content for search engines. 

Impactful titles and subheadings. Choose titles that meet what your audience might be searching for.

B2B Copywriting Best Practices

For successful B2B copywriting, you have to understand the needs and differences of the business audience, consider the complexity of the sales process, use technical terminology, and even more.

Of course, this may sound a bit difficult. However, due to the next 5 effective B2B copywriting practices, all will be revealed. 

1. Keep Messages Concise and Clear

As a rule, B2B buyers are busy professionals who value their time. Keeping your copy concise and easy to understand is vital. Remember to avoid industry slang, complex language, or lengthy sentences that may confuse or overwhelm your audience. Communicate your key messages to grab their attention and make your text easily digestible.

2. Focus on the Needs and Concerns of Your Target Audience

As well, best practices for B2B copywriters show that buyers are motivated by solving their business challenges and achieving their goals. So, your copy should directly address their needs, pain points, and concerns. Also, understand their perspective, and tailor your copy to show how your product or service can solve their problems and meet their requirements.

3. Use Data and Research to Support Your Statements

Generally, B2B buyers rely on data and evidence to make decisions. Back up your claims and arguments with relevant data, research, case studies, or testimonials. This will help you establish trust and reinforce the value of your offer.

4. Avoid Industry Slang and Overly Technical Language

Exploring the niche you’re targeting is important, so use the proper language in your publications: avoid using industry slang or overly technical language. Better use clear and accessible vocabulary that is easy to understand for your target audience. 

Here are some examples:

  • “MVP” in IT refers to the version of the software with basic functions (developers’ slang);
  • “smug report” is a bug report (computer technicians’ slang);
  • “broetry” is a specific LinkedIn post type (marketers’ slang);
  • “80/20” means that 20% of employees usually cause 80% of all the troubles (HR’s slang);

5. Structure Your Content Properly

Organize your content logically and coherently. Headings, subheadings, and bullet points will help you achieve this, making your copy easy to navigate. This also allows your audience to quickly grasp the main points and key information in your text. In sum, a good structure of content can significantly enhance its readability.

Our Experience in B2B Copywriting

Livepage has a vast experience in B2B copywriting, proven by the number of successful cases. Our content team consists of professionals skilled in crafting powerful copies that engage readers. For example, within B2B copywriting, we can create texts to drive target actions to your website, such as making purchases, subscribing, registering, and more. 

No matter if we write texts for landing pages, blog articles, mail marketing, or whitepapers, our B2B content is always proofread by native speakers. As well, we value the importance of unique custom content. For this reason, we provide a personal approach to every client through friendly communication. 

Consider Livepage as Your Trusted Partner

Livepage is a team of professionals engaged in business promotion on the Internet. During the last 11 years, Livepage has become a Google Premier Partner. Now, it is also ranked as a TOP-1 SEO agency in Ukraine and a TOP-30 SEO agency in the world.

Yet, it is better once to see, than several times to hear. So, find out in real cases why Livepage is worthy of your trust!

Our team boosted The Hoxton Mix’s organic traffic and search visibility with SEO strategies, including optimizing content, improving site architecture, researching keywords, generating backlinks, and using social media marketing. We achieved a 90% increase in organic traffic, 172.15% monthly conversion growth, 1,317 new top-10 keywords, and top rankings for key business keywords.

Yalantis had low organic traffic and poor search visibility, so we implemented SEO strategies, resulting in a 90% organic traffic boost, 172.15% monthly conversion growth, 1,317 new top-10 keywords, and top rankings for key business keywords. This significantly improved their online visibility and website traffic.

Our PPC strategy for UCtel increased conversions by 330%, decreased cost per conversion by 47%, and improved click-through rates by 153%. We optimized ad copy and targeted keywords, and created engaging landing pages, continuously refining the campaign with data-driven insights for improved lead generation.

Isn’t it the right time to enhance your marketing strategy? 

Feel comfortable benefiting from the B2B copywriting experiences of Livepage! 

Wrapping Up

This article provides an overview of the well-known B2B copywriting strategies to increase conversions. Following them can improve your overall marketing knowledge and help your business take off. Thank you for your attention! 


Why do B2B companies need copywriters?

With text pieces, B2B copywriters can boost brand awareness, attract new customers in niche markets, and enhance customer retention. This is possible by choosing the right strategy for B2B copywriting that will also convert hesitant customers by reaching their problems and showing the company’s product value.

What is the B2B style of writing?

The B2B style of writing can be anything — from narrative and persuasive if you want to convince potential customers to buy your product or service, to descriptive and technical when you want to help them resolve some particular issue.

Who is a B2B copywriter?

A B2B copywriter is an expert in creating targeted copies that are designed to generate sales for B2B companies. By using persuasive techniques, they can inspire customers to take the required action. It can be filling out a form, making a purchase, etc.

What are the special qualities of a B2B copywriter?

B2B copywriting strategies are unique in multiple ways and mostly depend on the special qualities of a copywriter. Here are some of them to remember:

  1. Technical expertise. 
  2. Problem-solving approach. 
  3. Clarity and simplicity. 
  4. Relationship-building tactics. 
  5. Understanding varied B2B audiences. 

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