I say this a lot to my clients.
When they ask me to write a blog post, when they want a new page added to their websites, when they want to focus on a new phrase for SEO.
So what?
Not because I’m rude (I mean, I can be pretty rude, but they know that already), but because that’s what the person reading the web page, blog, or article will be thinking.
Every piece of content needs to answer ‘so what?’
🔒 You can help people with freelance event staff? So what?
🫂 Your service is used by 536 people? So what?
🏆 Your company won an award? So what?
If you can’t answer the ‘so what’ in every piece of content you write, there’s not much point writing it.
Your potential clients don’t care about your company history, your team size, or your fancy office. They care about whether you can solve their problem. And if your website doesn’t make that connection immediately, they’re gone.
Why the ‘so what?’ test matters for B2B websites
Internet users have evolved into an army of no-attention-span frantic back-clickers. When they get to your site after a Google search, it’s only a couple of clicks or swipes back and they have instant access to your competitors.
And if your competitors are answering “so what?” better than you are, you’re missing out on enquiries.
Here’s what “so what?” looks like when you get it right:
Before: “We provide freelance event staff”
After: “We provide trained freelance event staff so your event runs smoothly without the cost of permanent employees”
Before: “Our service is used by 536 people”
After: “536 business owners trust us to handle their bookkeeping so they can focus on growing their business instead of drowning in spreadsheets”
Before: “We won an industry award”
After: “We won Best Customer Service 2025, which means when something goes wrong with your IT, we fix it fast”
See the difference? Every statement connects back to what the reader cares about – their problem, their time, their money, their peace of mind.
How to test your content
Look at your homepage, your service pages, your about page. Read each sentence and ask “so what?”
If you can’t immediately explain why that information matters to your potential client, delete it or rewrite it.
Your website isn’t a CV. It’s not a company brochure. It’s a sales tool. And sales tools need to connect features to benefits in a way that makes people think “yes, that’s exactly what I need.”
When to get help
If you’re not sure what your “so what?” is, or you know what it is but can’t articulate it properly, that’s where I come in.
I work with B2B service businesses to create content that answers “so what?” clearly and convincingly. Content that turns website visitors into enquiries instead of instant back-clicks.
