Why B2B Sites Fail to Convert

When Smart Products Have Boring Pages

As a copywriter, I’ve seen it all. Amazing B2B solutions hidden behind robotic language and buzzword soup. “Next-gen scalable architecture” sounds fancy, but it doesn’t say anything real to the buyer.

One client had a page so stuffed with jargon, even the CEO couldn’t explain it in plain English. No surprise — no leads either.

Case Study: The $500 Word That Made $50K

We changed a button label from “Schedule a Consultation” to “Let’s Talk.” That’s it. One small word tweak. Result? 3× more clicks. One new client worth $50,000.

Turns out, people like clicking on things that feel human.

What B2B Copy Gets Wrong

• It tries to sound smart, but ends up confusing.
• It talks about features, not problems it solves.
• It uses generic CTAs, not specific next steps.

Remember: even in B2B, you’re selling to *people* — not acronyms.

Better Copy = Better Leads

Great B2B copy does a few things well:

• Simplifies value: Say what it is, what it does, and why it matters.
• Uses natural language: If it sounds weird out loud, rewrite it.
• Adds clarity over cleverness: “We fix your workflows” > “Optimizing synergistic collaboration.”

Don’t Hide Your Personality

One client let us rewrite their “About” section with real stories, team photos, and humor. Their bounce rate dropped by 25%. Why? Because people want to work with people they like — not faceless corporations.

From Invisible to Irresistible

You don’t need to rewrite your entire site. Just start with:

• Homepage hero headline
• Top three service pages
• Contact page CTA

Make them clearer, friendlier, and more direct. That alone can double your conversions.

The Bottom Line

If your B2B site isn’t converting, look at your words. Design draws them in — but copy makes them act. Don’t waste traffic with lifeless text. Speak like a human. Sell like a pro.