Enterprise buyers are different. They’re not impulse purchasers. They involve multiple stakeholders, navigate complex procurement processes, and face real consequences for bad decisions. Your homepage copy needs to reflect this reality.

Here’s how to write copy that resonates with enterprise buyers specifically.

Start with Business Outcomes, Not Features

Enterprise buyers don’t care about your technology. They care about the business problems they’re paid to solve.

Feature-focused (weak): “Advanced AI-powered analytics with real-time dashboards and customizable reporting”

Outcome-focused (strong): “Know which enterprise customers are at risk of churning 90 days before they leave”

The second version speaks directly to a VP of Customer Success who’s measured on retention. The first speaks to no one.

The rule: Lead every section with “what you get” before explaining “how it works.” Outcomes first, features second.

Use Specificity to Build Credibility

Enterprise buyers are sophisticated. Vague claims trigger immediate skepticism. Specific claims build credibility.

Vague:

• “Improve team productivity”
• “Reduce costs”
• “Increase efficiency”

Specific:

• “Cut incident response time from 4 hours to 12 minutes”
• “Reduce cloud infrastructure costs by 35% without performance trade-offs”
• “Deploy code 10x per day instead of once per week”

Specificity forces you to understand your value proposition deeply. If you can’t be specific, you probably don’t have a clear value prop.

Address Risk Explicitly

Enterprise buyers are risk-averse. They’re worried about:

• Vendor stability (will you be around?)
• Security and compliance (will this get us sued?)
• Integration complexity (will this break everything?)
• Migration difficulty (how painful is implementation?)
• Lock-in (can we leave if needed?)

Don’t make them ask. Address these preemptively:

Risk-aware copy:

• “SOC 2 Type II certified with 99.99% uptime SLA”
• “Integrate with your existing stack in under 2 hours”
• “White-glove migration support with dedicated technical team”
• “Export your complete dataset anytime, no lock-in”

Write for Multiple Stakeholders

Enterprise deals involve:

• Economic buyers (CFO, VP level)
• Technical evaluators (Engineering, IT)
• End users (Individual contributors)
• Security/compliance (Legal, InfoSec)

Your homepage needs something for everyone:

For economic buyers: ROI metrics, business outcomes, cost comparisons For technical evaluators: Architecture diagrams, integration docs, API quality For end users: Ease of use, learning curve, day-to-day workflows For security: Compliance badges, security documentation, SOC reports

Don’t try to put all this above the fold. Structure your page so each stakeholder can quickly find their relevant content.

Use Proof Points, Not Superlatives

Enterprise buyers don’t believe marketing hyperbole. They believe evidence.

Hyperbole (weak):

• “Industry-leading solution”
• “Best-in-class performance”
• “Revolutionary technology”

Proof points (strong):

• “Used by 8 of the top 10 Fortune 500 tech companies”
• “Processes 50M transactions daily across 40 countries”
• “Maintained 99.99% uptime over 3 years”

If you can’t back up a claim with evidence, don’t make it.

Match Their Language

Enterprise buyers use specific terminology. Using the wrong terms signals you don’t understand their world.

If you’re selling to:

• DevOps teams: Talk about deployment frequency, MTTR, infrastructure as code
• Finance teams: ROI, TCO, budget cycles, procurement process
• Legal teams: Contract management, compliance, audit trails
• Security teams: Zero trust, SOC 2, penetration testing, incident response

Research how your ICP actually talks about their problems. Use their language, not generic marketing speak.

Structure for Scanning

Enterprise buyers don’t read linearly—they scan. Structure copy accordingly:

Use clear hierarchy:

• Descriptive headlines (not clever)
• Scannable bullet points
• Bold key phrases
• White space for breathing room

Make it skimmable: A busy VP should be able to scan your homepage in 30 seconds and understand:

• What you do
• Why it matters to their business
• Why you’re credible
• What to do next

Be Concrete About Implementation

Enterprise buyers worry about “the messy middle”—what happens between signing the contract and realizing value?

Address this explicitly:

• “30-day implementation timeline with dedicated success team”
• “Zero downtime migration process”
• “Onboarding included: 4 weeks of hands-on training”
• “Technical integration support throughout deployment”

This reduces perceived risk and removes buying friction.

Include a Clear Next Step

Don’t make enterprise buyers guess what to do. Be explicit about the buying journey:

Weak CTAs:

• “Learn More”
• “Get Started”
• “Contact Us”

Strong CTAs:

• “Schedule a 30-Minute Demo”
• “See a Live Environment”
• “Speak with Our Solutions Team”

Set clear expectations about what happens next. “Book a Demo” → 30-minute call with solutions engineer → custom proof of concept → pricing discussion.”

Avoid These Enterprise Copy Mistakes

Don’t:

• Use consumer-focused language (“amazing,” “awesome,” “game-changing”)
• Make claims you can’t substantiate
• Ignore compliance and security concerns
• Write wall-of-text paragraphs
• Use unclear or clever headlines
• Focus on price over value

Do:

• Be professional but human
• Back every claim with evidence
• Address risk proactively
• Use clear structure and hierarchy
• Be direct and specific
• Lead with business outcomes

The Mindset Shift

Writing for enterprise buyers requires a fundamental shift: you’re not convincing them to buy impulse—you’re giving them ammunition to convince their organization.

Your copy becomes part of their internal pitch. Make it easy for them to advocate for you.

Want an expert review of your homepage copy from an enterprise buyer’s perspective? Get a comprehensive audit that identifies messaging gaps and provides specific rewrites. Learn more at hmpgr.com.