Before you write a word of content for your B2B website, listen to your customers.
Carve 30 minutes out of your schedule, leave your preconceived notions about your business at the door and call a customer. Instead of worrying about selling something, focus on listening. Listen to their questions and answer them. Hear their problems and ask yourself if you have a solution. Ask about the process they went through before they purchased. Ask how they felt afterward. Ask what motivates them to buy. Ask what you could do better. Ask them to describe your products and services. Ask what makes your business stand out from competitors.
Take notes.
When we do this for our clients, what we need to say and how we need to say it becomes much clearer. Unlike people close to the business, customers won’t tell you everything about your product, but they will tell you what’s important. And that’s what is most helpful to a writer.
You have seconds to communicate your message and you must be clear. You cannot try to communicate too much or people will shut down. Visitors won’t bother to call and ask a question. They will move on to another website.
Don’t let language be a barrier. Use their language not yours. Worry less about industry experts writing content, and worry more about providing clear and understandable content.
What would you like to see on Content for Biz? I am listening.