#181: Content | B2B Copywriting 101 with Will Hoekenga, Founder of Six Words Studio

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 (04:35) - - Why Having A Dedicated Copywriter Is Not A More Common Hire (08:24) - - How to Write Web Copy That Makes Your Brand Stand Out Among Competitors (13:07) - - Simplifying Product Positioning with the CUB Framework (Confusing, Unbelievable, Boring) (18:07) - Recognizing Your Product’s Differentiation (22:27) - - How To Enhance Positioning and Structure with Voice and Tone (23:26) - - 37signals' Example and Inspiration (29:54) - - How to Collaborate on Design With Your Team (31:57) - - Why You Should Optimize Copy with Social Proof (37:06) - - How To Ask Customers Deep Product Questions (41:52) - - How To Highlight Non-Negotiable Features When Outlining Product Benefits (47:22) - - Content Structuring (49:14) - - Embracing Imperfection in Writing (51:54) - - Tips For Getting Inspired Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletterLearn more about Exit Five's private marketing community: https://www.exitfive.com/***Brought to you by:Webflow - A website platform built for the agentic web, helping modern marketing teams build fully custom sites—no developer needed—that perform in AI search. Learn more at webflow.com/for/exitfive.Markup AI - A content quality platform that scans your content against brand voice, preferred terms, messaging standards, and AI-search readiness before it goes live, right inside Google Docs. Learn more at markup.ai.Optimizely - A no-code AI platform where autonomous agents execute marketing work across webpages, email, SEO, and campaigns. Learn how to deploy agents on your marketing team at Agents in the Mix. Learn more at optimizely.com/exitfive. Walker Sands - An integrated B2B marketing and growth services agency that helps marketing leaders turn strategy into measurable business impact through their Outcome-based Marketing model. Learn more at walkersands.com/exitfive.Knak - A no-code, campaign creation platform that lets you go from idea to on-brand email and landing pages in minutes, using AI where it actually matters. Learn more at knak.com/exitfive, or check out the MCP server by clicking this link.***Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.They give you unlimited podcast editing and strategy for your B2B podcast.Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.Visit hatch.fm to learn more