Common Questions About B2B Copywriting

Your audience is the most important thing to consider when beginning any writing project. But there’s one major difference between a Web and mobile audience …

People on mobile devices are typically on-the-go. They want answers quickly and they need to be able to find them easily — so organization is very important!

Some things to consider for mobile copy:

  • Simple navigation
  • Get to the point quickly
  • Use short paragraphs
  • Bullets are great
  • Don’t forget your SEO
  • Leave space between links (users should be able to accurately select the correct link, without having to press the BACK button)

And copy for mobile sites should anticipate the most obvious questions from prospects on-the-go: location, hours, and phone number, for example.

You may also want to think about keeping a link to the full version of your site on every page, in case a user wants to view info that’s not available on the mobile version.

For more information about writing for mobile sites, check out this article by Julia Borgini — Get Your Copy Moving: Writing for Mobile Sites.

And here’s a useful video from Jessica Kizorek about video and mobile marketing.


When specializing in a niche, you should be pretty familiar with the topics before branding yourself as an expert. After all, your clients are going to be paying you top-dollar for your expertise and specialty.

Research the industry thoroughly, familiarize yourself with all the major players, and maybe even practice writing a few pieces on spec.

But don’t worry about not having all the answers before you dive in.

If an issue comes up with a client that you’re not sure how to handle, you can always consult your network of AWAIers, or refer to one of the AWAI programs that explains how to deal with your particular issue.

If you haven’t nailed down a niche yet, Pam Foster explains how to choose a niche and how to make sure there’s enough demand for it to keep you busy in her program How to Choose Your Writing Niche. It’s a detailed step-by-step guide to selecting and marketing yourself in a niche.

Once you’ve chosen your niche, you’ll need to establish yourself as an expert … here are some tips to do that!

  • Name your business to reflect your specialized area
  • Prepare your website
  • Create your portfolio
  • Optimize your content
  • And then, of course, market yourself!

Get involved with local communities related to your niche. Is there a trade association you can participate in? Are there any live events you can attend?

Getting involved with these groups will make you feel more comfortable when approaching new clients!

For more great free advice on finding a niche market that’s just right for you, check out these excellent articles by Pam Foster and Steve Slaunwhite. You can also search the free AWAI Article Archive and type the keyword “niche” in the search box.

Finally, keep in mind you’ll be most successful in a niche that interests you and that you are passionate about. Your writing won’t feel like work!


A good bait piece should stick to the Four U’s©: Unique, Urgent, Useful, and Ultra-Specific.

Topics should:

  • Solve a problem (Example: How to Write an E-book in 7 Days or Less)
  • Offer a blueprint to success (Example: A Master Marketing System)
  • Share new research and explain how it affects your readers (Example: Social Media Stats and What to Do With Them)
  • Create an extended list (Example: 101 Headlines for Your Swipe File)

Think about your audience. What do you think they would like to know? Search social media or forums for what questions seem to come up frequently. Gather a few ideas and then narrow your list down to one idea that you’ll really be able to excel at.

For more information about how to structure your bait piece, check out these articles:


This is an important question. 67% of potential new clients will check out your website before deciding to call you about a project and 80% of potential new clients aren’t ready to discuss a project with you when they visit your website (but they would likely consider you in the future if you keep in touch with them). That’s why it’s so critical to make your website as professional as possible.

Pages to include in your website:

  • Home page
  • Services page
  • Bio page
  • Portfolio page (Don’t call it a portfolio though, something like “Successes” is better)
  • Testimonials
  • Contact page
  • And, a section to capture leads via a compelling offer (bait piece or newsletter subscription)

Steve Slaunwhite has a great webinar about setting up your freelance website: How To Attract B2B Clients Through Your Website.

Plus, click here to learn how easy it could be for you to build your own freelance website in just four days.


Here are some examples of monthly social media rate plans offered: 

Basic Monthly Plan:

  • 4 hours of time
  • 20 Facebook wall posts
  • 20 tweets
  • Routine maintenance: fan/follow/friend requests
  • Direct messaging responses 

$500 month (beginner)
$1,000 month (advanced) 

Mid-Level Monthly Plan:

  • 12 hours of time
  • 60 Facebook wall posts
  • 60 tweets
  • 2 additional social profiles
  • 1 keyword rich blog post
  • Routine maintenance: fan/follow/friend requests
  • Direct messaging responses

$750 month (beginner)
$1,500 month (advanced)

Premium Monthly Plan:

  • 20 hours of time
  • 100 Facebook wall posts
  • 100 tweets
  • 4 additional social profiles
  • 2 keyword rich blog posts
  • Routine maintenance: fan/follow/friend requests
  • Direct messaging responses

$1,500 month (beginner)
$2,500 month (advanced)

Remember, these plans don’t include set-up fees — and all of the fees should be paid in advance.

These are just sample package ideas, you can build “plans” that fit your skills and schedule, and that create a consistent social media presence for your target clients. 

For more information on how to price social media projects and other assignments, check out: How to Price and Land the Top 7 Web Copy Projects.


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