A factual line states a checkable fact in place of a vague claim.
What you'll learn in this chapter: How should a B2B website catchphrase be written? With four elements: project, conditions, materials, and dimensions. Any sentence that generative AI could also write needs revising. Includes structured-data examples.
From here through Chapter 11 is the content of preparation. The first topic is the Line on the homepage. Chapter 1 looked at whether the Line states facts from your work. This chapter digs into how to turn that Line into a factual sentence.
First, let me make clear what this chapter does and what it is for.
This chapter does just one thing: rewrite the Line placed in the most prominent spot on the homepage, changing it from an emotional claim like "We deliver with heartfelt care" into a factual sentence the client's contact can use to make a decision. "Facts" here means information you can actually record in your own work: which projects you deliver to, under what conditions, what the deliverables are made of, and in what quantities.
What is the rewrite for? So that, before inquiring, the client's contact can judge for themselves whether "this company fits our project." Contacts narrow down their candidate suppliers while comparing the pages of many companies. If they can't tell from the homepage whether you fit their project, they won't go to the trouble of inquiring to find out; they'll move on to the next company's page. In other words, whether the Line on the homepage lets them judge is the first fork in the road for whether an inquiry comes in at all.
This is the first of the changes to how you work. You change the words on your website into a form that competes on facts, not on the amount of effort. In digital marketing terms, this is about content—specifically, how to write the homepage message. It also touches briefly on how to convey content to search engines and generative AI (structured data).
Scene: "With Heartfelt Care" Can't Be Explained to the Boss
A purchasing contact at a client was looking for a new supplier. There were five candidates. Every company's homepage was lined with similar words: "high quality," "attentive," "with heartfelt care."
The contact's boss asked, "So which one? And why?"
The contact was stuck for an answer. All five companies said the same thing. In the end, the contact chose the company with the cheapest quote. The only reason that was easy to explain was the price.
If one of those companies' pages had described a case with the same conditions as the contact's project, the contact might have been able to give a different answer.
Write the words on your homepage with facts the client's contact can use to make a decision. In the end, that's all this chapter is about.
Emotional claims are not bad in themselves. But when a contact is comparing specifications, such words are hard to use as decision material. The contact is looking for words close to their own project. If all that's written is "our commitment to quality," there's nothing to match their project against. Plenty of words on the page, yet nothing left to decide with. Pages like that are actually not uncommon.
Let me add a little. Emotional claims leave readers with the impression that "this seems like a nice company." But when the contact's boss asks, "Why did you shortlist this company?", the contact can't explain, "Because it said they put their heart into it." What can be used in the explanation are facts: "They handle projects with the same conditions as ours, and the materials and dimensions match." Put on your homepage the words the contact can use to explain internally. That is the substance of this chapter's principle.
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