Inbound Copywriting services
For B2B technology firms, I write copy that drives traffic, generates leads, attracts buyers and nurtures leads.
Buyer Journey Stage: Awareness
Blog posts
Inbound stage: Awareness
Inbound goals: Traffic, engagement
Target metrics: Page views, bounce rate, shares, follows
I write blog posts and articles that attract potential customers. These pieces are human, helpful, and vendor-agnostic. For some of my clients, I write one post each month. The goal of all blog posts and articles that I write is to have a conversation with prospects, one that increases their awareness while encouraging them to take the next step in the buyer journey.
Cold Emails
Inbound stage: Awareness
Inbound goal: Conversion
Target metrics: Open rate, clickthrough rate
I write cold email outreach messages that you send to potential clients as emails or as LinkedIn InMail messages. They are also perfect for following up voicmail messages you leave. These emails are warm and personalized, and clearly demonstrate that you understand your prospect’s industry and business challenges, and offer value.
Landing Pages
Inbound stage: Awareness / Consideration
Inbound goal: Conversion
Target metric: Conversion rate
I write landing pages that meet your conversion goal, whether that’s booking an appointment, boosting free trials and demos, generating leads, boosting downloads of your lead magnet, or something else. I use 30 years of direct response copywriting experience to craft landing pages that persuade your visitors to give you their names and email addresses.
Lead Magnets
Inbound stage: Awareness / Consideration
Inbound goal: Conversion
Target metric: Conversion rate
I write lead magnets that are relevant and valuable. Popular lead magnets include white papers, special reports and eBooks. I work with you and your sales and marketing teams to craft a lead magnet that meets the eight requirements of all successful lead magnets. Because a compelling lead magnet is vital to the success of your lead generation campaign.
Buyer Journey Stage: Consideration
Buying Guides
Inbound stage: Consideration
Inbound goal: Conversion, Engagement
Target metrics: Conversion rate
I write buying guides that answer the questions your potential buyers have at the consideration stage of their buyer journey. I write these guides for the three primary influences you have in your B2B tech sale—the economic buyer, the user buyer and the technical buyer. The goal of each guide is to move prospects to the next step in your sales process, whether that’s booking a demo, taking a trial, scheduling a sales conversation or something else.
Pillar Pages
Inbound stage: Consideration
Inbound goal: Conversion, Engagement
Target metrics: Conversion rate, clickthrough rate
I write pillar pages that position your software firm as an authority in the eyes of your two most important audiences: your prospects, and Google. I write detailed, comprehensive pages, each one dealing in depth with a narrow topic, and linking to relevant and useful subtopics on the theme of each pillar page. I make sure your pillar page directs readers to your cluster topics, and vice versa. There you go, a bit of Latin for you.
Lead Nurture Emails
Inbound stage: Consideration
Inbound goal: Engagement
Target metrics: Open rate, clickthrough rate
I write email sequences that align with your B2B buyer personas and buyer journey. Because when content and context meet, your leads have a great experience with your brand. By sending your leads useful content along their buyer journey, you remain more competitive in the marketplace than those who don’t. My goal with every email is to boost your open and clickthrough rates.
Web Pages
Inbound stage: Consideration
Inbound goal: Conversion
Target metric: Page views, clickthrough rate
I write entire websites, from the homepage to the services page to the contact page. I anticipate the most common (and pressing) objections and questions that your buyers have, and meet these head-on in your copy. Every page I craft for you is designed to educate your visitors and encourage them to take the next step in the buyer journey.
Buyer Journey Stage: Decision
Inbound stage: Decision
Inbound goal: Conversion
Target metrics: Demo, trial, proposal
I write PowerPoint decks that your B2B sales teams uses to make presentations during sales appointments with potential customers. Written for the decision stage of the buyer journey, these decks are designed to work in person and as webinars. They present the business case for investing in your software solution.
Sales Scripts
Inbound stage: Decision
Inbound goal: Engagement
Target metrics: Demo, trial, proposal
I write the sales tips & tactics documents that your salespeople use when on the phone with prospective customers. These documents feature, in condensed form, customer pain points, customer key decision criteria, value propositions, features and benefits and key messages you must communicate on sales calls.
Case Studies
Inbound stage: Decision
Inbound goal: Conversion
Target metrics: Demo, trial, proposal
I write customer case studies that describe how your firm achieved measurable results for one of your clients. These case studies demonstrate how your firm solves business and technical challenges that your clients face. The goal of the case studies is to persuade prospects to short list your firm for consideration, and to take the next step in the sales process.
Sales Collateral
Inbound stage: Decision
Inbound goal: Conversion
Target metrics: Demo, trial, proposal
I write service fact sheets, product brochures, product data sheets, pricing sheets, use cases, email templates and other sales collateral that your salespeople need during the final stages of a B2B technology sale. The goal of each piece is to address your buyer’s concerns and demonstrate that your offering meets their requirements.
Need sales enablement content that’s mapped to your buyer’s journey?
Let's Start a Conversation
Are you a sales-driven, B2B technology firm that needs sales content that leads to contracts? Let's talk.