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
- (06:50) - - Why Having A Dedicated Copywriter Is Not A More Common Hire
- (10:39) - - How to Write Web Copy That Makes Your Brand Stand Out Among Competitors
- (15:22) - - Simplifying Product Positioning with the CUB Framework (Confusing, Unbelievable, Boring)
- (20:22) - Recognizing Your Product’s Differentiation
- (24:42) - - How To Enhance Positioning and Structure with Voice and Tone
- (25:41) - - 37signals' Example and Inspiration
- (33:30) - - How to Collaborate on Design With Your Team
- (35:33) - - Why You Should Optimize Copy with Social Proof
- (40:42) - - How To Ask Customers Deep Product Questions
- (45:28) - - How To Highlight Non-Negotiable Features When Outlining Product Benefits
- (50:58) - - Content Structuring
- (52:50) - - Embracing Imperfection in Writing
- (55:30) - - Tips For Getting Inspired
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