Writing the best B2B onboarding content only happens if your client (and you) deeply understand the unique needs and challenges of the end users. When you do, it’ll help new users understand and adopt the product and complete their tasks smoothly.
Here are seven B2B onboarding best practices writers should remember when working on client onboarding projects.
1. Understand the Onboarding Flow
Most onboarding follows these three steps:
- Introduction and welcome
- Account/profile set-up
- Short guided tour of main features
While there are logical steps like these to the onboarding process, your clients may have slightly different ones than you’re used to. Be sure to understand what their process is before you start writing for them so you can be sure the steps flow.
For example, Wistia, a video marketing platform, realized that only a few people had a spare video to practice editing with in the Wistia software, so they created a loaner video. Something that anyone could use to try things out without letting the signup go to waste.
Source: GoodUX
2. Keep It Simple
The less you write at the start, the better. When first starting, you want users to only learn basic features and to become familiar with the product. Avoid going too deep or talking about advanced features at this stage, as it could lead to overwhelm and customer churn.
ClearBrain does this effectively with their modal right after customers sign up and log in.
Source: GoodUX
This short checklist helps customers enjoy a quick win by connecting with their app first. ClearBrain needs this info to do anything else, so this modal makes it easy to do (plus, it looks fun).
3. Be Clear
Communicate clearly in all your copy so each onboarding step conveys precisely what’s needed. Consider highlighting the top features customers use and explain why this end user may want to use it. Remember your audience and tailor the copy to them and their goals.
4. Add Info Gradually
Introduce information gradually to each onboarding step to avoid overwhelming users. As you write, think about the user’s needs, expectations, and intentions for the product. Explain just enough to get them to move forward in the journey and keep them engaged.
5. Add Visual Cues (Digital Products Only)
If your client has a digital product, consider adding visual cues to help guide users through the onboarding. Tooltips and visual patterns like icons and animations can make the experience more valuable and fun for users.
LucidCharts modified their onboarding process to be less demanding by highlighting features “deemed interesting but non-essential” as text-based tips on the app’s loading screen.
6. Use Encouraging Calls-to-Action
Whether you’re writing for a brand-new product or a new feature of an existing one, not everyone may be familiar with it. They may not realize why a feature or option is important, so clear calls-to-action (CTAs) help guide them through the process with clear explanations. Guide users to the features you want to highlight with relevant text and other tips that encourage them to continue onboarding.
7. Send Follow-Up Emails
Share helpful tips and resources new users should know about. This helps them delve deeper into the product’s uses and features while also reminding them about the additional information. Each email should add value to the onboarding experience, helping them achieve their goals with the product.
Empowering Users with Thoughtful Onboarding
Using these seven tips, B2B writers can transform complex product introductions into engaging user experiences their clients will appreciate — and their customers will enjoy.
Aligning the right words to an onboarding journey can educate and inspire new customers in a welcoming way that transforms users into product advocates. Your clients will appreciate how you’ve created a group of true product fans with the way you helped them onboard.
