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How To Create B2B Product Page Content That Converts

Business-to-business (B2B) product page content acts as a company’s virtual salesman. Since it frequently serves as a prospect’s initial point of contact, this material has the power to make or break a deal.

well-designed product page offers valuable details about the item and showcases the company’s image and core principles.

For prospects, it may build credibility and trust. That’s why it’s so crucial for B2B product pages to contain engaging content that’s also useful to the intended audience.

How? Read on to learn how to create a B2B product page content that drives revenue.

We’ll go through the essential components of B2B product page content and how to develop content that increases conversions and profits. See the following breakdown of this post:

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What is a B2B product page?

A B2B product page is a web page that promotes a company’s products or services to other businesses. These pages often provide thorough information on the product, including its features, advantages, price, and purchase alternatives.

Key elements of the B2B product page content

A well-designed B2B product page does more than highlight the product’s features — it should also give pertinent information to potential buyers and foster trust in the company.

Here are some core elements you should include on your B2B product page content to attract and convert leads into clients:

  1. Clear and concise product descriptions
  2. High-quality product images
  3. Detailed specifications
  4. Clear call-to-action (CTA)
  5. Customer reviews and ratings

Let’s take a closer look!

1. Clear and concise product descriptions

Clear and succinct product descriptions are a critical B2B product page component. B2B clients often want specifics regarding a product’s features, characteristics, and performance.

They want specifics on the product they’re considering purchasing and how it will benefit their company.

A well-written product description should address these concerns and provide the data your prospects need to invest wisely.

Additionally, concise and clear product descriptions highlight your product’s unique selling points (USP) to set it apart from the competition.

2. High-quality product images

Giving prospects a clear perspective of your goods requires high-quality product images. You can increase the possibility of a sale by using these pictures to establish trust with the customer.

Having various images taken from multiple angles and viewpoints can showcase the product’s characteristics and advantages in detail.

Investing in expert photography or utilizing high-resolution photographs is crucial to guarantee that the product is appropriately portrayed and stands out from rivals.

3. Detailed specifications

Businesses that demand particular features or capabilities from a product place a premium on detailed specifications. They give prospects all the details they require to decide whether the product satisfies their needs.

These specifications may include specific technical details like:

  • Dimensions
  • Weight
  • Power requirements
  • Compatibility with other systems
  • Operating temperature ranges
  • Maximum load capacity
  • Software compatibility

Detailed, precise specs may set your company apart from rivals and improve its chances of earning a sale.

Detailed specs may also contain advice on maintenance and installation requirements and technical information about the product’s guarantee.

This information is especially beneficial for companies whose products need continuous support or maintenance.

Your business can show its dedication to quality and client pleasure by offering thorough specifications — this might encourage customers to trust and stick with them.

4. Clear CTA

CTA clearly communicates to the user what action they should take next on the page — such as filling out a form, requesting a demo, or making a purchase. A good CTA should be clearly displayed and include convincing wording to persuade the user to take action.

Salesforce, a customer relationship management (CRM) program, is an excellent example of a B2B product with a distinct CTA. They feature a prominent CTA button on their website that asks users to “Watch Salesforce in Action” and “Start a Free Trial.”

salesforce cta example

The button’s phrasing, “Watch Salesforce in Action,” persuades and prompts the user to act. Prospective buyers get one simple method to learn more about the product, increasing the likelihood of becoming paying clients.

Testing many iterations of your CTA is crucial to see which appeals to your audience the most and generates the most conversions. Moreover, be sure that your CTA is consistent with the primary objective of your product page and offers the consumer a clear value proposition.

5. Customer reviews and ratings

Prospective buyers can learn a lot from customer reviews and ratings about the offerings’ effectiveness, dependability, and general quality. By reading evaluations from other organizations, they better grasp how the product can assist their operations.

allianz trade customer testimonials page screenshot

Positive reviews contribute to developing the product and brand’s reputation and trust and act as social proof. You should actively encourage clients to leave reviews and ratings and reply to any comments they get to demonstrate that you appreciate their viewpoints.

Moreover, ratings provide clients with a quick and easy way to measure the general contentment of other product users. This information helps assist corporations in making educated purchase decisions.

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How to create B2B product page content that drives revenue

A practical and appealing B2B product page is essential to increase sales in today’s competitive market. The ability to close a deal depends heavily on the product description’s quality.

Here’s how to create B2B product page content that resonates with your audience and boosts your bottom line:

  1. Identify your target audience and their pain points
  2. Highlight your product’s features and benefits
  3. Explain how your product works
  4. Provide pricing information and purchasing options
  5. Prominently display CTA buttons throughout the page
  6. Include testimonials or case studies from satisfied customers

Let’s dive deeper!

1. Identify your target audience and their pain points

Finding your target audience is the first step in creating B2B product page content that generates sales. This step entails knowing who your ideal client is and their daily problems.

For instance, if you sell software to small company owners, your target market may be entrepreneurs trying to find methods to improve efficiency and streamline their work processes. You can conduct market research or talk with prospective clients to learn more about their requirements and difficulties in discovering their pain areas.

You can customize your product page content to address your target audience’s concerns and offer solutions that satisfy their needs once you fully understand who they are and their pain points.

2. Highlight your product’s features and benefits

Next, emphasize how your product’s features and benefits solve those problems. Benefits are the favorable results that your target audience might anticipate from utilizing your product, whereas features are your product’s precise capabilities or operations.

For instance, if your software provides a function that automates a strenuous activity, the benefit can be that small business owners can reduce labor costs and boost productivity.

nutshell features and benefit screenshot

The benefits are what will eventually persuade your audience to buy. Therefore, it’s critical to concentrate on them.

Remember to use straightforward, succinct language when outlining features and benefits, and include stories or examples to show how your product has benefited other companies in similar situations.

3. Explain how your product works

Describe how your product functions and how it may help the user in simple, straightforward terms. Here, you can get specific about your product’s technical features and how they relate to practical solutions for your target market.

You can use illustrations, videos, or detailed instructions to show the operation of your product.

Avoid confusing jargon or technical phrases by choosing language understandable to your intended audience. You can gain the trust of prospective consumers by clearly describing how your product functions and helping them determine whether it is the appropriate choice for them.

Balancing technical information and simplicity is crucial to avoid overloading your audience with jargon or too simplified answers. You can help your target audience understand what they’re getting and how it will benefit them with a succinct, clear product description.

4. Provide pricing information and purchasing options

After describing how your product functions and can help your clients, it’s time to give price details and purchase alternatives. You can achieve this by incorporating a price table or a breakdown of several packages or service tiers.

nutshell pricing page screenshot

Make it clear what each package covers and what the buyer can anticipate receiving for their money. Also, provide a free trial or a money-back guarantee to encourage people to sample your goods risk-free.

You can help prospects make a decision and turn them into paying customers by offering clear pricing information and purchasing options.

5. Prominently display CTA buttons throughout the page

After that, add CTAs to encourage customers to take action. Use phrases like “Get Started” or “Sign Up Now” to prompt your audience to proceed.

hubspot cta example

Place your CTA buttons in strategic areas of the page, such as near the end of a section where you’ve outlined a salient product feature.

Also, you can utilize pop-ups or exit-intent overlays to provide consumers who are about to leave the website without taking any further action with a special offer or discount.

This approach can boost your conversion rate and produce more sales by appealing and making it simple for customers to take action.

6. Include testimonials or case studies from satisfied customers

The last step is to include endorsements or case studies from happy clients to establish credibility. Business owners are more likely to trust and patronize a company that has received favorable comments and ratings from other companies.

You can feature customer feedback on your website’s main page, individual product pages, or in a dedicated area. Include the client’s name, picture, and specifics about how your good or service improved their business.

If you have case studies, emphasize the difficulty the company was having before utilizing your solution and how your product resolved the problem. This approach will boost the chance of a sale by demonstrating your product’s value to prospects.

Time to Level Up Your Sales

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We know that B2B buyers face specific demands and difficulties, and our content is targeted to deal with those particular problems.

With our copywriting services, you get a team of 100+ skilled content writers and strategists collaborating to produce material that appeals directly to your target audience while informing and inspiring them.

We can develop a content strategy that generates traffic, leads, and ultimately sales for your website, from product pages to blog posts and case studies to whitepapers.

Contact us online or call 888-601-5359 to learn more about our B2B content services.

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