Copywriting can be a complicated process, which is why I’ve put together a list of eye-catching B2B copywriting examples.
Copywriting itself can be seen as an art form. It’s the art of conversing with your customers, clients, and readers. Many copywriters make the mistake of writing rigid and business-toned copy that readers just can’t vibe with.
It’s boring and unengaging, even if it’s designed for B2B purposes.
Great copywriters know how to use catchy hooks, creative tones, and even incorporate humor to provide a stimulating experience for their audience.
This leads to writing copy that readers want to read and helps differentiate itself from the pack of drab literature.
Using humor and tongue-in-cheek statements is a great way to create exciting and engaging content that will hold your reader’s interest.
Just don’t go overboard, you still need to convey your message in a clear and concise way.
B2B Copywriting Example #1: Roast My Landing Page
Roast My Landing Page tells you exactly what to expect upfront. Interested? Then you're going to benefit greatly from going through with the £149 roast.
"So many new customers you'll have to work weekends."
In one view, you have a lot of information:
- What to expect out of Roast My Landing Page (new customers)
- Who this service is made for (SaaS founders)
- How the promise is kept (15 years of experience)
- Where you can get started (£149 "Roast me" button)
- Why you should trust the service (150 5-star roasts completed)
This is a great example of value-based copywriting in B2B. You either need (or want) the service and love the direct approach, or you don't and leave the page safely reassured that it's not really meant for you.
Writing copy like this increases conversions from website visitors to potential customers and also filters out those people that aren't ideal customers, making the process of generating inbound leads more efficient.
B2B Copywriting Example #2: CopyHour
If you sold a class on how to improve your copywriting skills then you’d expect the copy to be pretty spot on.
Derek Johanson is a well-known copywriter that teaches CopyHour, and the sales page is a great example of top-tier copy.
“Struggling to write sales copy? Copywriting legend Gary Halbert has an almost forgotten “Secret” (It’s kinda weird) to writing KILLER sales copy... That you can easily implement right away. And, so you know...the most rich and famous copywriters point to this “secret” as an ultimate key to unlocking massive success.”
The sales page starts off with an excellent hook that directly confronts the reader’s problem. “Struggling to write sales copy?” It’s pretty obvious what kind of person would be looking for a sales copy course.
(Copywriters that are looking to improve their skills, so this question is directed perfectly at them)
Next, Derek grabs the interest of the reader by saying that there is a “secret” to success.
He even adds some humor by mentioning that “it’s kinda weird.”
He then goes on to say that “rich and famous” copywriters use the secret and that it could be your key to similar success.
This speaks to the desire the audience has for success in order to keep them interested and move them to the next step, action.
B2B Copywriting Example #3: Hubspot
Hubspot provides another excellent example of short and concise copy that grabs the reader’s attention and immediately explains how their problem can be solved.
“There’s a better way to grow. Marketing, sales, and service software that helps your business grow without compromise. Because “good for business” should also mean “good for the customer.”
Right off the bat Hubspot uses the customer’s problem as a hook to grab their attention: “There’s a better way to grow.”
Since business growth is complex and often painful to go through, finding an easier way is certainly an appealing claim.
The copy continues on with some clarification on how they fulfill their promise by offering “marketing, sales, and service software…”
The short copy then wraps up by posing an interesting implication that the solution offers positives for both the business and customer.
As a reader, this piqued my interest to find out more and even follow the conveniently placed CTA button.
B2B Copywriting Example #4: Hello Fresh
Hello Fresh is a meal prep business that delivers meal kits directly to your door. Although not technically B2B, its copywriting efforts are still interesting to a business audience:
“Take the stress out of mealtime”
As a grown man that oftentimes struggles with preparing healthy meals while n, this statement grabs me immediately.
It’s a bold claim and immediately captures my attention and interest.
Below the main headline they include “America’s Most Popular Meal Kit” as social proof. The statement also indicates that many other people are using the service which stokes the question “what am I missing out on?”.
The fear of missing out (or FOMO) is a tool often used in marketing that uses the desire to obtain what others have. It can be a powerful instrument to create desire in your audience and gravitate them towards taking action.
B2B Copywriting Example #5: MailChimp
MailChimp is a popular marketing and email tool that provides an assortment of services to help businesses optimize their campaigns.
When you land on their homepage you are immediately greeted by a catchy but ambiguous statement “Marketing smarts for big ideas.”
The headline leaves a lot to explain so it’s an excellent hook to encourage the reader to continue reading.
“Marketing smarts for big ideas. Mailchimp helps small businesses do big things, with the right tools and guidance every step of the way.”
The follow up provides a little bit more clarity but still leaves questions in the mind of the customer:
- What does it help with?
- How does it accomplish this?
These questions keep the reader interested in what is being offered and forces them to continue reading down the page.
B2B Copywriting Example #6: Shopify
Shopify’s free trial landing page keeps it incredibly simple because they understand that customers that land on their page probably know what they are looking for.
“Sell online with Shopify. Trusted by over 1,000,000 businesses worldwide”
The copy keeps it short and to the point but also takes time to throw in some social proof by stating that the service is “trusted by over 1,000,000 businesses worldwide.” This helps to differentiate itself from its competitors as well as increase trust with new customers.
B2B Copywriting Example #7: Canva
Canva keeps it short and sweet with its written copy, but the images and service previews can do just as much selling as the words.
The images of the product in action helps to grab the reader’s attention and generate interest in the product.
Canva even provides a before and after shot as a "success" story.
“Canva. Design for everyone. Create with custom templates and design with a team. Share designs anywhere and get it professionally printed anytime.”
B2B Copywriting Example #8: Fiverr
Fiverr is a marketplace for freelance services and provides a vast array of categories for you to choose from.
The copy they use is incredibly simple but effective as it sums up exactly what is being provided in a quick and easily understood way.
They also “introduce” you to several freelancers through rotating images which helps create a more personal and human feel to the platform.
“Find the perfect freelance services for your business”
B2B Copywriting Example #9: Notion
Notion is an excellent productivity tool that has a wide variety of uses and applications. Their homepage copy gets straight to the point by providing a clear definition of what their service can offer while also needing some additional explanation to keep the reader engaged.
“All-in-one workspace. One tool for your whole team. Write, plan, and get organized.”
B2B Copywriting Example #10: ConvertKit
ConvertKit is another marketing tool similar to MailChimp that takes a different copywriting approach compared to its competitor.
Rather than leaving the customer wondering about the tool and leaving it to them to continue reading, ConvertKit provides quick and detailed blurbs about the service and what it has to offer.
“Connect with your fans faster. ConvertKit helps you find your audience, turn them into true fans, and earn a living as a creator with our audience building and email marketing software.”
“Share your creative process. For Eric, success as a muralist means authenticity in his work. He uses his newsletters and blog to teach his readers exactly how he makes things...”
ConvertKit uses quick and simple copy that summarizes the product’s usefulness and even provides real life examples.
It provides the reader with a good idea of what they can get when using the services without having to do additional research.
B2B Copywriting Example #11: WordPress
You’ve more than likely have heard of WordPress and if you haven’t, their copy does a pretty great job at explaining what it is.
Wordpress masterfully uses a quick summary of the service they provide and then accompanies it with an abundance of social proof.
“Welcome to the world’s most popular website builder. 40% 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.”
Continuing down the page you will notice that the copy further expands on the benefits and applications of Wordpress with small and easy to read sentences and headings.
B2B Copywriting Example #12: Bluehost
I like Bluehost’s copywriting because it’s simple yet informative.
The headers provide a quick summary of what is offered and then additional information is displayed in an easily digestible bullet format.
It’s quite obvious that this copy is geared to business owners or managers that typically don’t have a lot of time to sit and do research.
This quick and informative layout provides accessible information without making the customer dig for it.
“Build and grow your website without breaking a sweat.
- Easy step-by-step set up
- Free Domain Name for 1st Year
- Free 24/7 lifetime support
- WordPress total design freedom
Starting at $2.95/mo*
Regularly $8.99 36/mo term”
B2B Copywriting Example #13: Slack
Slack is a chat and communication service designed for businesses to help increase productivity and efficiency. The first thing I notice is that the copywriting is much more relaxed and incorporates some light humor.
“Slack makes it downright pleasant to work together” is a statement that immediately catches the reader’s attention and makes them go: “what”?
As you scroll down the page the service is then explained with examples and simple blurbs that briefly explain the offering. These easy to read blurbs make it incredibly smooth to read and float from topic to topic.
B2B Copywriting Example #14: ClickFunnels
Whether you want a well designed landing page of your own, or you want excellent examples of well written copywriting, ClickFunnels is a go to source for both.
The entire premise of ClickFunnels is to provide a service that helps entrepreneurs convert their traffic.
Reading through the landing page for their own product really demonstrates excellent use of copy and keeping the reader interested.
Hooks such as “Have You Ever Felt Handcuffed As An Entrepreneur?” immediately draw in readers by calling out their problem.
The landing page then walks them through how they might be feeling, roadblocks along the way and, at the end, they offer the solution.
Business leaders lead busy lives so it’s important to present them with quick summarized points to catch their attention.
Easily digestible information is key to good copywriting and your readers will appreciate informative blurbs that get to the point.
Information and detail can provide value to your reader which can generate credibility for yourself and your business.
When copywriting be sure to include information that your audience will appreciate and can use to add value to their own businesses.
This can establish good faith and goes a long way in solidifying customers.
Originally published Apr 8 2021
Frequently asked questions
1. What's B2B copywriting?
B2B copywriting is writing in a way to better engage and interact with a business audience. This style of copywriting is geared towards business owners and managers that are looking to improve and grow their own businesses.
2. What are some examples of copywriting?
Copywriting can be just about anything including blog posts, sales pages, product descriptions, and more. If you are browsing the web you've seen multiple types of copywriting through ads or well placed references to other products or services.
3. What is an example of a B2B business?
A B2B firm provides a product or service for another firm. This can be something like Slack that provides a unique chat solution to help teams communicate more effectively. Shopify is another example where a pre-built web store is provided to an established business in order to provide an interface for ecommerce.