10 examples of great B2B copywriting

1. Mailchimp – Mailchimp is an easy-to-use marketing automation platform for businesses. This example has everything: the simple statement and direct question ask the reader to focus on their goals, while aligning the brand with the reader and their mission (note the use of the words ‘you’ and ‘you’re’ throughout). It’s colloquial, simple, and easy to understand; clearly stating what the product in question is. There’s a hint of a metaphor when the copy is viewed within the context of the visuals, and, finally, there’s a nice bit of alliteration in the CTA button, making it a compelling click. 

2. Zendesk – This newsletter sign-up pop-up is a great little note from Zendesk, a customer service software provider. Sentences are short, language is clear, and there’s no unnecessary wordiness so it’s easy to read. Although the request is generic, the business has found a way to make it feel personal, speaking directly to the reader, understanding and empathising with them. Instead of ‘choose our product’, the message is ‘choose us, we get you’. Clever.

3. Canva – In this example, which sits on the page promoting Canva’s paid graphic design tool offering, the final word in the first line changes, as if being deleted and retyped like a Google search. The line alternately reads: ‘Design made smarter, …affordable’, …faster’, …professional’, … by you’. Not only does it create the feeling the brand is a step ahead, it’s a smart way of fitting multiple messaging into a limited space. The focus is on the software user, and Canva helps them to feel creative.

4. HubSpot - HubSpot is a masterclass on how to run a content strategy. I particularly love its blogs, which are informative and directly address the issues of its customers. The style is easy to read, and text is broken up into chunks, often organised with lots of bullet points, numbering and sub-headings, supported by images or videos. There’s also a strong research-based element, with many of the blogs analysing activity or experiments that HubSpot itself has carried out. In its marketing division, HubSpot faces similar challenges to its target audience, so it makes the most of that insider knowledge.

5. WeTransfer – This piece of copy from the ‘About’ page of WeTransfer is a nice and concise summary of the file transfer company’s history, from its origins to now. It describes its tools as ‘beautifully obvious’, and those values come across in every aspect of its tone of voice. It explains how it will help the reader, promising to keep their ‘ideas moving’, which gives the copy a customer focus.

6. Wistia – Video-hosting platform Wistia is naturally an expert at modern communication. Wistia offers an excellent learning centre that teaches professionals how to do everything video. Its blogs include step-by-step instructions in both written and video form. The style is informal, the tone friendly and helpful. Like HubSpot, Wistia often shares insights and findings from internal projects – so it feels genuine and transparent in its communications. 

7. Unbounce – I love this clear proposition: ‘Design Beautiful Landing Pages That Convert More’. It’s a bold, clear promise to add value. The language is very relaxed and conspiratorial. It’s not as pared down as some of the other examples, but it’s direct and pleasant to read. The clarity of language makes the brand appear more straightforward and trustworthy: it has nothing to hide. 

8. City Pantry – this office caterer has a real consumer feel across all its copy. It acknowledges the fact that office catering traditionally has negative connotations and turns that on its head. Aligning its copy and TOV with the ease-of-use, quality and choice of consumer brands like Deliveroo, City Pantry shows it’s in touch and out to win back trust. Just look at the nice repetition of ‘food’ in the VP, as well as the almost identical word, ‘good’, creating a whole lot of ‘oo’s’ in an almost palindromic visual. As in the other examples, sentences are short, language is informal, and the focus is on you, the customer. 

9. Uber’s Eats for Business – There’s a real authenticity in the way that Uber communicates. It bypasses corporate posturing and speaks directly to its audience - in this case, employers. It’s also clear and upfront about its key benefits, making the employees who will benefit from the food delivery service, as well as the employer who must pay for it, the focus. This copy appears to be driven by insight suggesting employers are driven by their employees wants as well as their own (such as the ability to manage budget). 

10. Rant & Rave – Octopus Group client Rant & Rave doesn’t shy away from a cheeky pun. In this example, the customer engagement platform riffs on lyrics. It also demonstrates that it understands the challenges of its audience, while promising to help them combat those challenges. The copy, which includes a relevant statistic, shows that Rant & Rave is informed and thus authoritative about the industry.