Originally Posted by sheriw

Steve,
I've written lots of copy for professional sites, since I specialize in health writing. Unfortunately, many people in the scientific/corporate world let their sites become victims of what I call "corporate speak": they use multi-syllabic words, talk down to readers, and proclaim how excellent they are without trying to reach the customer.
Sometimes, it takes gentle education to let a professional provider realize that "sales" isn't unprofessional; that discussing the benefits of their service, and asking for closure isn't a bad thing.
I personally believe that excellent writing for professional services uses the same elements that make any copywriting, whether direct marketing, an online sales letter, or marketing pharmaceutical development consulting work well: reaching the client with a message that they need to hear. Communicating with them clearly. Let them know the problem the client is solving.
A marketing site might proclaim, "Drive traffic to your site"... because quite honestly that;s a problem that many sales sites face. A pharmaceutical development firm would want to address other benefits, such as decreased time from the start of a clinical trial to the development of the drug through all phases...and the money saved as a result.
A lawyer needs to reassure clients that he or she is credible, credentialed, and can help them with their concerns.
Once you understand the needs of the customers, then you can write your copy to address this need, in the language that the client uses. Whether I write a site for a Wall Street Executive recruitment firm located on Park Avenue, for a firm that sells quality jewelry, or an online marketing professional who wants a sales letter that tells others why his or her product is the best, I try to do this one thing:
Imagine their client is sitting next to me, asking about their product/service. What questions will they have? What concerns do they have? What language will they use (this is where demographics are a godsend in many cases; I know the education level, age, etc. of those I'm writing to).
What do they NEED? How can the client fill that need?
Answer these questions, write as if you and the client were talking to one another, and your copy will be right.
I hope this helps,
Sheri