According to WordStream, the online advertising company, the average PPC conversion rate from visitors to leads is a measly 2.35% for B2B websites. Worse, 47% of websites converted at a rate of 2% or less. That means around half of B2B marketers let 98% of visitors disappear without even knowing whether or not they could have helped those people. Why does this happen?

One of the big reasons is that website copy doesn't do its job. The copy on each page of your website exists purely for the purpose of helping people through the states of the buyer journey. If it isn't doing that - and it isn't for 98% of people - then it isn't working. The reason isn't basic copywriting mistakes: these could all be corrected on a basic copywriting course but they persist, pointing to a deeper problem. It's a problem that effects many companies, and could very well effect yours: nobody is directly responsible for the performance of web copy.

Direct responsibility was pioneered by Apple and means that a single person is the Directly Responsible Individual (DRI) for every particular task, whether that is fixing a software bug, delivering their new iPhone, or writing their website copy. The DRI is trusted to solve the problem in front of them and has the option to ask for advice along with the authority to tell people "no". They know that they alone are accountable for the success of the task, as does everybody else.

Unfortunately, a lot of companies, in my experience especially on the B2B side, edit copy by committee. Content has to satisfy a range of people who do a range of jobs and have a range of goals. Stakeholders from across the business get their input, even if their expertise lies far away from writing and if they don't know the full context of that content. As a result it doesn't achieve any of those goals.

So, the way to turning your website into an RoI machine might not be a big redesign, hiring a slew of copywriters and consultants, or introducing complex new processes. It might be just making an individual directly responsible for your copy.