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How B2B Brands Can Leverage the Second Person to Drive Conversions

Hey, you! Yeah, you.

Looking for a new and unique way to engage your B2B site visitors and drive action? We thought so.

If you haven’t guessed yet, in this post we’re covering how to involve your audience and drive conversions by leveraging the second-person point of view in your website copy.

The second-person point of view directly addresses the audience using second-person pronouns like you, your, yours, yourself, and yourselves. Because the second person brings the reader directly into the action, it’s no surprise that tons of B2B brands leverage this point of view in marketing materials.

Keep reading to see how leading B2B  brands use the second-person point of view across different site elements to keep visitors on their toes and of course, convert more.

Second-person Subheadline: MessageBird

Not ready to take the plunge and write your homepage headline in the second person? Don’t worry— your subheadline is also a great place to experiment with this writing strategy. Omnichannel automation software company, MessageBird, speaks directly to site visitors via the brand’s homepage subheadline. Paired with MessageBird’s value-driven headline, this subheadline is one of the first stepping stones toward conversion.

second person b2b

Second-person CTA Button: Sprout Social

Another great place to experiment with the second-person point of view is in your call to action (CTA) buttons. In the example below, Sprout Social uses a “Start Your Free Trial” CTA button in multiple places on its homepage to drive visitor conversions.

second person b2b

Second-person Interactive Elements: Monday

On Monday’s homepage, the brand asks visitors what they’d like to use the product for. When a user picks an option the “Get Started” button lights up in the corresponding color to their selection. Monday doubles down on its second-person perspective subheadline by enabling and encouraging visitors to answer the question the brand has asked. The use of the second-person point of view paired with an interactive element, encourages visitors to provide the brand with valuable zero-party data.

second person b2b

Second-person Social Proof Copy: FluentStream

FluentStream appeals to its core audience, small to medium size businesses, with its use of the second-person point of view to support the brand’s display of customer logos. By pairing a second-person perspective with social proof, FluentStream conveys to visitors that they will be in great company should they choose to work with the brand.

second person b2b

Second-person B2B Headline Examples

So far we’ve covered effective second-person subheadlines, CTA buttons, interactive elements, and social proof copy. But, perhaps the most obvious place to try out using the second-person point of view is in your headlines! Keep reading to check out seven companies that use a bold second-person point of view in their headlines.

Muck Rack

Headline: Is your public relations measurable?

Media database company, Muck Rack, uses its homepage headline to ask site visitors about their ability to report on their PR success. It’s clear that if a visitor’s answer to their bold question is “no” it’s time to hit that “Request Demo” button!

second person b2b


Headline: Power up your customer support with Zendesk

Customer service software company, Zendesk, leverages the second person point of view in the headline for their below landing page. The use of the word “your” speaks directly to visitors who may be on the hunt for a new software solution.

second person b2b


Headline: Grow your reach and get more business with social media

Hootsuite engages site visitors by explaining the benefits they’ll experience with the brand’s tool. The use of the word “your” makes the headline feel personal and specific.

second person b2b


Headline: One platform for your team and your work

Communication tool, Slack, uses the second-person point of view to speak directly to decision-makers. Visitors who read this headline can feel empowered to make a purchasing decision on behalf of their team.

second person b2b


Headline: Bring your ideas to life for $1/month

Having your ideas brought to fruition for the low, low price of one dollar sounds pretty great. That’s why Shopify not only directly addresses visitors with the second-person point of view, but also touts its pricing as well.

second person b2b

Google Ads

Headline: Achieve all of your goals in one place

To introduce its many features, Google Ads, uses a second-person B2B headline that communicates just how simple and streamlined the software really is.

second person b2b


Headline: Know who’s ready to buy…(... before your competition does)

Anyone who sees 6Sense’s cheeky second-person B2B headline can tell that the brand is targeting competitive marketers with a sense of humor.

second person b2b

We hope these examples inspire you to start experimenting with the second-person point of view in your website copy.

If you’re already using Intellimize, sign into your account now to start testing out new variations of your headlines, subheadlines, CTA buttons, and many other site elements.

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