Why Internal Language Sneaks In
In B2B marketing, it’s easy to slip into internal jargon. Teams often develop their own language. They use acronyms, industry-specific terminology, and buzzwords that make perfect sense in the boardroom but confuse potential buyers.
Why does this happen? It’s simple. Teams communicate daily about their products, features, and processes. This familiarity breeds a language that feels natural to insiders but alienates customers. Your buyers don’t care about your internal processes; they want solutions that address their pain points. If your landing pages read like internal memos, you’re missing the mark.
A Process for Translating It
To rewrite B2B landing page copy effectively, follow this structured approach:
- Identify Internal Language: Gather your team’s common phrases, acronyms, and jargon. List them out.
- Understand Your Audience: Develop buyer personas that detail their needs, challenges, and language preferences. What do they care about? What terms do they use?
- Translate the Language: For every internal term, find a buyer-friendly equivalent. Focus on clarity over complexity. If you use an acronym, spell it out first.
- Test with Real Users: Share drafts of your landing page with actual customers. Get their feedback. Are there areas of confusion? Adjust accordingly.
Before/After Examples
Let’s look at some concrete examples of how to rewrite B2B landing page copy.
Example 1: Feature-Oriented to Benefit-Oriented
Before: “Our platform offers a robust API integration that enhances operational efficiencies.”
After: “Connect our platform to your existing tools in minutes, saving you time and reducing errors.”
In the first version, the focus is on the feature. The second version speaks directly to the buyer’s benefit – time savings and reduced errors.
Example 2: Jargon to Clear Language
Before: “Leverage our cutting-edge solutions to optimize your workflow.”
After: “Use our tools to streamline your daily tasks and work more efficiently.”
“Leverage” and “cutting-edge” are vague and filled with buzz. The revised version is straightforward and explains what the product does.
Example 3: Complex Sentences to Simple Sentences
Before: “Our innovative technology enables seamless data migration across disparate systems with minimal disruption.”
After: “Easily transfer your data from one system to another without the headaches.”
Shorter sentences are easier to scan. The second version retains the meaning while making it accessible.
Guidelines for Avoiding Internal Jargon Creep
Once you’ve rewritten your landing pages, implement these guidelines to keep internal language at bay:
- Establish a Style Guide: Create a document that outlines acceptable language, tone, and terms. Make it a reference for all teams.
- Regular Reviews: Schedule periodic reviews of your landing pages. Ensure they still align with customer language and needs.
- Cross-Functional Teams: Involve sales, customer support, and product teams in the content creation process. They can provide insights into customer language and needs.
- Customer Feedback Loop: Keep gathering feedback from customers. Use their language in your copy, and adjust as necessary.
Remember, the goal is to communicate clearly. Your landing pages should speak to your audience, not to your internal team.
Conclusion
Fixing B2B landing pages that read like internal memos is essential for driving conversions. By understanding the disconnect between how your team communicates and how your customers think, you can rewrite your copy to be more effective. Use clear language, focus on benefits, and involve your audience in the process. With these strategies, you’ll create landing pages that resonate with buyers and drive results.