Dave sits down with Will Hoekenga, seasoned copywriter and messaging consultant for B2B SaaS brands and founder of Six Words Studio. Will shares his expertise on crafting copy for high-value web pages, like homepages and product pages, that drive conversions and speak directly to customer’s needs.

Dave and Will cover:

The importance of clear positioning and how it can make or break the effectiveness of your web copy.
Why collaboration between design and copywriting is critical for creating a customer-driven page structure that leads to conversions.
How to write web copy that differentiates your brand from competitors using unique, customer-centric language, moving beyond generic industry buzzwords.

Timestamps

(00:00) - - Intro to Will
(06:12) - - Why Having A Dedicated Copywriter Is Not A More Common Hire
(10:01) - - How to Write Web Copy That Makes Your Brand Stand Out Among Competitors
(14:44) - - Simplifying Product Positioning with the CUB Framework (Confusing, Unbelievable, Boring)
(19:44) - Recognizing Your Product’s Differentiation
(24:04) - - How To Enhance Positioning and Structure with Voice and Tone
(25:03) - - 37signals' Example and Inspiration
(31:31) - - How to Collaborate on Design With Your Team
(33:34) - - Why You Should Optimize Copy with Social Proof
(38:43) - - How To Ask Customers Deep Product Questions
(43:29) - - How To Highlight Non-Negotiable Features When Outlining Product Benefits
(48:59) - - Content Structuring
(50:51) - - Embracing Imperfection in Writing
(53:31) - - Tips For Getting Inspired

Send guest pitches and ideas to hi@exitfive.com
Join the Exit Five Newsletter here: https://www.exitfive.com/newsletter
Check out the Exit Five job board: https://jobs.exitfive.com/
Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership

***

This episode of the Exit Five podcast is brought to you by our friends at Calendly. You’ve probably heard of Calendly. And you probably have used it to schedule meetings with people outside your company.

But did you know you can also use Calendly on your website to increase conversion and create a better hand off experience with sales?

Speed to lead is everything and that’s why B2B marketing teams today use Calendly to convert leads the moment they’re ready to talk to sales. Instead of doing the whole follow-up late dance, you can book meetings right within the forms on your website. And Calendly has the routing and integrations you need to make sure your prospects get booked with the right sales rep.

Smith.ai increased their website bookings by 26% using Calendly. And Katalon, the all-in-one test automation platform, was able to increase their conversion rate 3X using Calendly.

Join over 20 million users who count on Calendly to simplify meetings, save time and drive revenue revenue by removing the friction from your website. Visit calendly.com/exitfive to get started with a 14-day free trial.

***

Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.

They give you unlimited podcast editing and strategy for your B2B podcast.
Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.
Visit hatch.fm to learn more

#181: Content | B2B Copywriting 101 with Will Hoekenga, Founder of Six Words Studio

The Exit Five CMO Podcast (Hosted by Dave Gerhardt)