All website content should have a goal. Sure, you should optimize your website for search engines to increase site visibility, but that’s not everything. Driving the right people to your website is only part of the equation. People will only convert if a company provides the information and products they need. Helping them see the value in what you offer comes down to delivering the appropriate content for your target audience.

Know Your Audience

Every copywriter understands the importance of knowing their audience. It is, after all, the most important part of selling. I’m going to have a bit of fun here and take a step away from the world of industrial B2B to explain audience targeting.

I happen to be a dog owner, so let’s say I’m looking for a new place to live. Apartment complexes that want to draw in pet owners need to think about selling points that appeal to that audience. Do your apartments have easy-to-clean laminate flooring and plenty of green space for walking? Are there any unique features you offer, like an on-site pet washing station or a fenced-in area of off-leash play? All of these things would grab my attention and prompt me to call or complete an online contact form.

It’s the same story for industrial B2B.

Whom are you hoping to target, and who are the typical customers making purchases and submitting RFQs on your site? Better yet, who are the people coming to your site to find information? Think about their needs and problems and how your product or service provides them with the best solution.

Provide a Solution to Their Problem

Customers in the industrial market seek products and services because they need a solution to their problem. A manufacturer might need automation products to help them improve production yield. Or maybe they work in chemical production and need to install toxic gas sensors throughout their warehouse for OSHA compliance. How does your product help them meet these needs? Be specific.

A “problem” can also be as simple as needing a company that provides a particular service. Let’s say your company targets clients in the military or aerospace industries. These clients need a company that not only provides the service they’re seeking but uses processes that adhere to stringent industry regulations. In this situation, you should call attention to your quality management practices and mention relevant certifications.

You need customers to feel like you understand their problem (because you do!) and then tell them why your product or service is the best option.

Highlight What Makes Your Company Unique

Part of my job as a copywriter at Ecreative is to talk to clients and gain a better understanding of their business. I always ask people about their company’s USP (unique selling point), and often, they can’t think of an answer. The thing is, your USP doesn’t have to be something crazy unusual.

Maybe you’re the only company in your city or general area that provides a specialized service. Or perhaps you offer customizable widgets for aerospace applications. Your company might have the capacity to handle large-scale production requests from an auto manufacturer or is best equipped to handle prototyping and small production runs.

If you rack your brain and honestly can’t come up with a product- or service-based USP, that’s okay. Offering fast turnaround times or being known for your stellar customer service can be considered good selling points too.

Every industrial company—whether it’s an OEM, distributor, contract manufacturer, or fastener company—has something unique or useful to offer. You just have to think a bit to come up with ideas.

Gathering Information About Your Target Audience

Okay, I’ve talked a lot about knowing your audience, so you’re probably wondering how to gather all this information. Website analytics are a great starting point, especially demographics reports. And yes, demographics do matter for B2B businesses. This information typically includes the age and gender of the people who visit your site, including how much time they spend on each page and what percentage of each demographic group converts.

Digging into site analytics and demographics provides insight into whether your current content targets the right audience. If site analytics skews towards a demographic of 20-somethings, does that seem accurate? Maybe your site content is too informational and attracting people doing general research. It’s okay if that’s the audience you’re targeting, but if it’s not, you need to take a step back and reassess your content.

Another thing you should do is speak with your sales team to learn more about your buyers. Are your customers primarily engineers and OEMs, or are they consumers? They know your typical customer better than anyone and can help you nail down the appropriate tone for your site content. The professional tone you use for chemists and engineers, for example, is different from the more informal tone used for consumers.

Putting It All Together

Once you have your target audience pinned down and get a clear idea of what you need to include on your site, you’re ready to get started on content. Sure, doing all this research and revising content takes time and effort, but it’s well worth it when you see those conversion rates move in an upward direction.

Ecreative has a team of copywriters that understand how to write for different audiences and can help you create more targeted content for your website. Connect with us to learn more!