“Optimize, leverage, scale…” We can use overly exhausted B2B buzzwords all day long, but we know that good copywriting lies beyond the jargon. If you don’t want your potential customer’s eyes to glaze over and forget your company ever existed, take note of what these skilled copywriters do in these 10 powerful B2B copywriting examples.
B2B copywriting examples can be your teacher
Copywriting is a craft. How you write can make or break lead conversions which is a lot to carry. If you’re like me and started as a more traditional writer, B2B copywriting can be unfamiliar territory. It can feel like switching from running cross country to strictly sprinting. One of the best ways to learn is by example, so looking through highly revered B2B copywriting will help you find good writing tactics you aren’t currently using.
Keep in mind when you’re going through these examples of the attributes they have in common:
Clear: Describing B2B can get complex. Go for clarity above all else.
Brief: Get to the point and avoid being verbose where you can.
Targeted: Try to read your audience's minds. Write like you’re talking to your leads.
Engaging: You don’t have to write with the personality of a fax machine to be professional. Don’t be afraid to write B2B copy with humor and a casual tone.
10 inspiring B2B copywriting examples
B2B copywriting example #1: HubSpot
HubSpot is a leading force in the digital marketing sphere. All of their B2B copywriting and blogs are spot on. The page is clean and organized with the copy on one side and a visual example of their software on the other.
“Grow better with HubSpot. / Software that’s powerful, not overpowering. Seamlessly connect your data, teams, and customers on one CRM platform that grows with your business."
They sum up their entire purpose in just a few sentences, making it the perfect example of clear and concise copywriting. Hubspot guarantees their software will stand the test of time by claiming the "platform that grows with your business."
After the copy they are straight to the point with two CTA buttons. Hubspot isn't limiting their visitors to one option, understanding their target audience already knows what they're looking for; they can either "get the demo" or "get started free."
B2B copywriting example #2: HelloFresh
One thing I’ve realized from copywriting is this: Copy is everywhere. Even when visiting the website of the ultra-favored meal kit service Hello Fresh, getting my order in required reading copy before buying. Their current landing page presents its visitors with a solution to their problem followed by their popularity claim.
“Take the stress out of mealtime / America’s Most Popular Meal Kit”
It’s a very simple statement yet offers a solution to a common problem within one sentence. Having a striking keyword like “stress” makes it easy to get your point across in fewer characters. Visually, the background is stunning yet minimal enough for the reader to see the copy first. They follow this up with their social proof: “America’s most popular meal kit.” The addition is subtle, but complements the first statement perfectly, letting the visitor know they’re missing out on this service.
B2B copywriting example #3: Zendesk
B2B copywriting always should be short and sweet, so you need to imply many things in a small, catchy snippet. Zendesk is a great example of this perfect sentence crafting.
"Unlock the power of customer experiences / Build lasting relationships with our complete customer service solution."
They make a similar promise of solution-delivery as HelloFresh does, saying many things in a simple statement:
Customer experiences hold some sort of power.
You need a tool to extract this power.
Zendesk is how you can gain this power.
They continue to promise customer relationships that will endure throughout the course of the business.
B2B copywriting example #4: Fiverr
"Find the right freelance service, right away"
Fiverr knows that anyone jumping to their landing page wants a quick solution. One of the B's in B2B might as well stand for brevity; business has always been fast-paced, so the copy must follow. The two targeted words "right away" tells leads this platform will give them what or who they need ASAP. They know their audience, so right below the copy is a search bar prompting visitors to test this claim in one click.
B2B copywriting example #5: MailChimp
Email marketing gurus at MailChimp use transformation in their copy:
"Turn emails into Revenue / Win new customers with the #1 email marketing and automations brand that recommends ways to get more opens, clicks, and sales."
This is a strictly B2B copywriting situation, so "revenue" is the magic word for getting the attention of their decision-making audience. The 'transformation formula' is a pretty genius copywriting move. In a few words, they create an image of success that only MailChimp can provide since they are the "#1 email marketing" company out there. Turning something mundane like an email into dollar signs? Yeah, that would make anyone want to sign up.
B2B copywriting example #6: WordPress
WordPress has many years (and websites) under their belt, so it's no surprise that they use these credentials to their advantage. For every site visitor that didn't know, they let you know:
"Welcome to the world's most popular website builder. 43% of the web is built on WordPress. More bloggers, small businesses, and Fortune 500 companies use WordPress than all other options combined. Join the millions of people that call WordPress home."
If you're the best of the best and have the statistics to back it up, bolster away. The phrase "welcome" before the rest of the copy is like greeting those unfamiliar visitors to a world they've been missing out on.
B2B copywriting example #7: Shopify
Similar to WordPress, Shopify uses their vast popularity in the e-commerce world to reel in the ones that don't know (or the ones that know about Shopify, but need that last nudge to a lead conversion.)
"The global commerce platform / Build your business with Shopify to sell online, offline, and everywhere in between."
There's a clear emphasis on "the," indicating how their service is a top choice for online businesses worldwide.
B2B copywriting example #8: Slack
Slack provides the perfect example of targeted B2B copywriting. It speaks to C-level staff by focusing on the word 'productivity.' The work-centric communication platform makes sure their site visitors know this is will connect their staff and promote getting things done simultaneously.
"Made for people. Built for productivity. Connect the right people, find everything you need and automate the rest. That's work in Slack, your productivity platform."
The use of "your" instead of "the productivity platform" is also intentional, and it works. Pre-assigning the leads to the service already gets them thinking about it as their go-to.
B2B copywriting example #9: Canva
Canva keeps it simple, yet thought provoking by asking the visitors a big, bold-lettered question:
"What will you design today?"
Juxtaposing many landing pages' efforts to cast a spell of sale-at-first-sight on their leads, Canva sticks to their creativity theme by using a rhetorical question. It's a perfect example of engaging B2B copywriting. Back to basics, asking questions gets a conversation going.
In the next bit of copy, they get down to business. Canva lets us know that we can use their platform to "create professional designs" with ease. For B2B copywriting, this is a plain and simple way to soothe business owners from thinking that this service won't deliver imagery from the same echelon as Adobe Photoshop. They poise that their online service will keep up with other businesses' designs online and in print.
B2B copywriting example #10: Notion
Notion uses their document unification quality as the key element in this copy:
"Your wiki, docs, & projects. Together. Notion is the connected workspace where better, faster work happens. Now with AI."
This is an easy way to target customers in B2B copywriting; know their problem and offer the solution. By reading this copy I can tell what Notion knows about work:
Our workspaces are now solely within computers.
It's an endless sea of files.
And it's all true. They follow it up with why their organization-centric platform works: "...where better, faster work happens."
Now that you're thoroughly inspired...
After reviewing these 10 B2B copywriting examples, you'll see that those first key elements are crucial to good copy. Keeping things short and sweet yet impactful takes time (and a lot of thesaurus brainstorm sessions.) Just don't forget that you're a writer; you have an intrinsic power to make people stop, think, and make decisions.
