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
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