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My B2B copywriting process
Research first. The draft comes last.
Every deliverable is built the same way: keyword research, competitor analysis, calls with your team, then writing.
Research, competitors, interviews, writing. In that order.
Research comes first, so every interview question is aimed at a gap the copy has to fill.
Keyword research
Search data shows what your buyers type, how often, and how hard each term is to win. It also shows whether the people searching are buyers or students. Every page gets one target term.
Output: a keyword map, one row per page, that doubles as the site structure.
Competitor analysis
It takes two passes. First, the pages that already rank for each target term: what they promise, how they argue, what they all say, and what they leave out. Second, your named competitors' own sites: positioning, pricing signals, proof and the claims they repeat. The gaps become the outline.
This grew out of years of competitor analysis as a separate service. It is now part of every writing project.
Calls with your team
Recorded 45-minute conversations with the people who sell, build and support the product. The number depends on the project, from one call for an article batch to several for a white paper. Questions go out in advance, and the transcripts come back to you.
The specifics in the copy come from these calls: the objection raised every time, the number a customer mentioned, the feature sales never mentions but every customer uses.
The draft
The draft arrives page by page or section by section, in a document you can comment in. Every page comes with its title tag, meta description, heading structure and internal links. Two review rounds follow, then handoff to your designer or straight into WordPress.
You get every working file with the final copy: the keyword map, the competitor comparison and every transcript. The same method runs behind website copywriting, white paper writing services, case study writing services and SEO content writing services.
Five pages that rank, one claim they all leave out.
Before drafting, the ranking pages go into one table. What everyone says becomes the baseline. The claim the ranking pages leave out, backed by the interviews, becomes the page.
| Claim on the page | Competitor A | Competitor B | Competitor C | Competitor D | Competitor E | Our page |
|---|---|---|---|---|---|---|
| “Scalable, secure, easy to integrate” | Yes | Yes | Yes | Yes | Yes | Skipped |
| Names a migration timeline | No | “Fast” | No | No | No | One site first, rest later |
| Answers “do we migrate everything on day one?” | No | No | No | No | No | Yes, from interview 2 |
| Shows a customer number | No | No | Logo wall | No | No | Running in nine days |
| Pricing signal | “Contact us” | “Contact us” | Tiers | No | “Contact us” | How pricing works |
Example matrix, anonymized. The full version names the competitors and lists 20-30 claims. You get it as a spreadsheet with the keyword map.
What the questions look like, and what the answers turn into.
- Walk me through the last deal you closed. What did the buyer ask on the first call?
- What do prospects believe about this category that turns out to be wrong?
- When a customer says it works, what words do they use? Not yours, theirs.
- Which competitor do you lose to most, and why does the buyer think they won?
- What is the one thing you wish was on the website before the first call?
- What would you tell a friend who is about to buy this from someone else?
- 14:02 BM
- What did the buyer ask on the first call?
- 14:03 Sales
- Same thing every time. “Do we have to migrate everything on day one?” They have been burned by a big-bang migration before.
- 14:04 BM
- And what do you tell them?
- 14:04 Sales
- That they can run one warehouse on us and the rest on the old system for as long as they want. Most do one site for a quarter. That is usually when they ask for pricing.
- 14:05 BM
- Is that on the website?
- 14:05 Sales
- No. The website says “flexible deployment options.”
You do not have to migrate everything on day one. Run one warehouse on the new system and keep the rest on the old one for as long as you like. Most customers start with one site for a quarter, then move the others when the first one is running clean.
One paragraph, before the interviews and after.
We provide end-to-end, cutting-edge logistics solutions tailored to your unique business needs. Our dedicated team leverages years of experience to deliver seamless, reliable service across the entire supply chain, so you can focus on what matters most.
You get one contact, one invoice, and a truck at the dock by six in the morning. If it is going to be late, you hear from us before you notice. Last year that happened eleven times out of 4,200 deliveries, and we called first on all eleven.
Every specific in the second version came from one question: “What happens when a truck is late?” The numbers are changed for this example, but the answer follows the original interview.
Want a paragraph like this on your page? Send one page and get a short video review within 48 hours. It is free.
Send a page for reviewHow AI makes the work faster.
The work is AI-powered. It makes the research deeper and the timelines shorter.
AI handles the heavy lifting on data, pages and transcripts, so more of the project time goes into the calls with your team.
What AI speeds up
- Keyword exports: thousands of rows clustered, scored and deduplicated in an afternoon.
- Competitor pages: the comparison can cover thirty pages.
- Interview transcripts: transcribed and sorted by topic, so every point an expert made is easy to find.
- First structures for long documents, which I then shape around the interviews.
What that means for you
- Projects start at one week for website copy, five days for a case study and two weeks for a white paper.
- More pages are read before a word is written.
- More of the time goes into the argument of each page.
- Prefer copy written without AI tools? That is available on request. It simply takes longer.
Who the method has been run for.
Clients have included Vodafone, Capgemini, Diageo, Sanofi, Shopware, Hailo and Fiverr.
“He understood the task right away and it was clear he enjoyed the challenge. The result was equally impressive. We will definitely work with Balazs again!”
Every client review is public on the Fiverr profile.
All client reviews on Fiverrprojects for startups, agencies and global brands. The method grew out of that work.
What the method needs from you.
It works when
- A few people on your side can each give 45 minutes for a call early in the project.
- You are willing to let search data shape what the pages are about, as well as how they are worded.
- One person on your side can make decisions on the draft without a committee.
It does not work when
- Your team cannot make time for a single interview. Any competitor could write the same copy.
- The site structure is fixed and cannot follow the keyword map.
- The deadline is too tight for research and even one call.
Pricing starts at $100 per 500 words. Every project gets a fixed fee, quoted in writing after the free review or a 30-minute call. The final price depends on the number of pages (or articles), the number of calls and the deadline. No hourly billing, no retainer.
See it on your own page.
The 48-hour review is the method in miniature. I read your page the way I would before a project and show you what a call with your team would change.
- 1You send a page
Within 48 hours you get a short video: what I would rewrite, what I would keep, and why.
- 2We talk for 30 minutes
If the video was useful, we go through your project, your deadline and the fit.
- 3You get a fixed-fee proposal
Scope, schedule and price on one page, before any work starts.
Start with step one.
A landing page, a case study or a white paper you are not happy with. The review is free, and you keep the video whether or not we work together.
Send a page for reviewRather talk first? Book a 30-minute call