Fifteen seconds. That’s it. That’s how long you have to capture a reader’s attention on your website and entice them to keep reading. No matter how amazing your ideas are or how unique your brand is, if you can’t capture your audience’s attention, your message will go unheard.

A clean layout and eye-catching images can help draw in your audience, but your website copy is what keeps them reading. Here are a few smart tips for creating the kind of content that your audience will relate to, find interesting, and, most importantly, read!

1. Develop your Overarching Brand Message

Developing a message strategy is key to ensuring that your copy is communicating the right details and is cohesive across all of your website’s pages. To establish your overarching brand message, determine what makes your company or product unique and sets you apart from your competitors. From there, craft a story around your brand so that potential customers can clearly see how your product or service fulfills their needs.

2. Make it Scannable

With less than 15 seconds to capture your audience, your website’s content needs to grab them quickly then hold their attention. To do this, paragraphs should be concise, easy to read, and get straight to the point. No one wants to read a wall of text. Break up your copy with headers, bullets, numbers, and supporting images. This will help your readers quickly find the copy that is most relevant to them.

3. Know Your Personas

Before you even begin to write your website copy, it’s a good practice to review your buyer personas to ensure they’re still relevant and up to date. Your personas provide you with a window to what your potential customers are looking for. Make sure you tailor your messaging to highlight information that they will find valuable.

If you have multiple personas with distinct pain points, consider tailoring specific pages just for them. From there, you can create CTAs and utilize images that will speak specifically to them to help reinforce your message and convert more leads.

4. Cut the Jargon

We know that you’re an expert in your field, but that doesn’t always mean your audience is too. Many times readers are still in the research phase of their search and are just looking to see what options are out there to solve their problems. Overwhelming them with complicated content and jargon is a sure-fire way to lose their attention. Instead, keep your phrasing conversational and straightforward and leave the technical-speak for your sales representatives.

5. Keep Keywords in Mind

Keywords still play a valuable role in your website’s SEO performance. Before creating your copy, do some keyword research and determine which words are relevant to your brand and how easy or difficult they will be to rank for. With these words in mind, you can create copy that flows naturally yet still incorporates the right keywords to help you rank well on the popular search engines.

Successful websites speak clearly to the customer and demonstrate that your business not only understands their problem but has a solution for it. A modern design paired with thoughtfully written copy will help to keep your audience engaged and eager to learn more about your brand.


In B2B tech marketing, tactics should be thought of as part of a larger whole, rather than separate pieces. By strategically integrating new and traditional marketing tactics, your marketing program become more effective and cost efficient. To learn more about how you can increase your lead generation and overall marketing, download our free eBook: Modern Integrated Digital Marketing—A Better Path for B2B Technology Marketers.

25 Website 'Must-Haves' for Driving Traffic, Leads and Sales

Jackie Oberholtzer is a Digital Content Specialist at Schubert b2b. She received her B.A. in Communication Studies from West Chester University. When she’s not developing creative and engaging content for her clients, Jackie can be found practicing yoga or adventuring with her husband and son.