Should I hire in-house or use freelancers?

If content is your GTM backbone, go in-house. If not, freelancers + a fractional lead will get you farther, faster.

Can I use AI instead of hiring a writer?

Not unless you like editing bad writing for hours. Use AI as scaffolding — not a final product.

What’s the difference between a B2B copywriter and a content marketer?

Copywriters sell. Content marketers explain. Both matter. Just don’t confuse the two.

When should I bring in a fractional content lead?

When you're producing stuff but have no system, no message hierarchy, and no clue what’s working.

FREE AUDIT TOOL

The Logonaut's B2B Website Copy Audit Ch

Improve B2B Conversions with Better Web Copy

Is your website's copy optimized to preserve leads and drive conversions? Take 20 minutes to audit your copy with this 49-Point Checklist.

audit points based on real conversion data

minutes to complete the full assessment

Sections covering all critical content aspects

Prioritized action plan for tangible results

How to Use the Checklist

Open your website in a new tab and check each item below. Each checkbox represents a critical conversion factor. If you can't check it off, it's probably costing you leads.

Start with Critical items (immediate fixes), then Important (30-day goals), then Optimization (when you have resources).

Critical: Hero Section

Can you explain what your product does in one sentence?

Is your value proposition visible above the fold?

Is your copy free of meaningless buzzwords? (e.g.," "cutting-edge," "seamless")

Is your ICP immediately clear from your messaging?

Is your primary CTA prominent, action-specific, and compelling? (and not a generic "Learn More")

Do you have social proof visible immediately? (logos, testimonials, or usage stats)

Does your headline focus on customer outcome, not features?

Critical: General Homepage

Does your homepage have a logical narrative flow? (problem → solution → proof → action)

Are there clear sections that address different visitor types?

Is key information ('how it works', pricing, differentiation) accessible without excessive scrolling?

Do you avoid homepage clutter with too many competing messages?

Is contact/pricing information easily findable from the homepage?

Is your differentiation from competitors clear?

Do you offer different CTAs for different buyer stages? (demo vs trial vs pricing)

Is your below-the-fold drop-off rate using heatmap <60%?

Subscribe to Get the full Checklist

Get a printable PDF copy of the full checklist to your inbox, covering all your content bases: From Hero, through general messaging, to LLM optimization.

B2B CONTENT MARKETING