Man drawing a product page wireframe on a glass window

B2B buyers are conducting research online and waiting longer to speak with sales reps. Think of your product pages as a virtual sales team that educates buyers and answers their key questions.

Here’s how to improve your product pages to engage leads and boost your sales.

As a B2B marketer, you’re likely creating a ton of content … such as blog posts, social updates, videos and white papers. This content is great for educating early-stage leads and raising brand awareness.

Eventually you want to move leads from your blog and social channels to your website, where they can check out your products.

But what do your leads find when they land on your product pages?

Do these pages contain compelling information that motivates them to learn more about your products? Or are your product pages unclear, boring and driving leads away?

Here are seven keys to developing B2B product pages that bring you leads and sales: 

1. Don’t cram too much info on the page.

Many product pages try to do too much at once. They attempt to describe all of a product’s features in long, dense paragraphs. However, this makes it hard for leads to read and understand your message.

You don’t need to say everything about your product on a single web page. Instead, focus on a few key messages. From there, leads can download a brochure or check out another piece of content to learn more.

Also, try not to list all of your products on one page. You’ll improve your SEO and make it easier for leads to find you if you have a separate landing page for each product. 

2. Include social proof.

Today’s buyers are wary of marketing. Instead, they want to know what their peers think of your products. Include case studies, testimonials and peer reviews in your product descriptions to help boost your credibility.

3. Show the benefits.

Many B2B product pages include long lists of features and technical specifications. However, you must show readers the benefits to pique their interest and motivate them to learn more about your product. How will your product help them overcome some of the big challenges that they’re facing? How will it make their jobs easier? How will it improve their business results?  

4. Consider your call to action.

Whenever I ask B2B marketers what call to action they want me to include in their copy, they almost always say, “Contact us to buy our product.” Unfortunately, it’s not that easy. Most of the leads who view your product page won’t be ready to speak with a sales rep.

While you should provide your contact info on your product pages, you may also want to consider softer calls to action for leads who need to do more research before they speak with you. Some options include:

  • Download a brochure or data sheet.
  • Read a case study.
  • Sign up for a webinar.

5. Use video and images.

Not all of your buyers will want to read about your product. Post a short video (less than two minutes long) that outlines the challenges your customers face and how your product will help them solve these challenges. You can also include screenshots of your product, so readers can see it in action.

6. Optimize your product pages for mobile.

According to the State of B2B Procurement study, 44% of B2B buyers use mobile devices when they research products. Optimize your product pages so buyers can easily view them on their mobile devices. Place your most important information and your call to action at the top of the page so mobile users won’t need to scroll far to take action.  

7. Split test.

Split test various elements on your product pages to see what delivers the best results. For example, you can experiment with:

  • Headers
  • Images
  • Videos
  • Page layouts
  • Call to action text and buttons
  • The type of call to action that works best (e.g. download a white paper, contact a sales rep, check out a brochure)
  • The number of calls to action per page
  • Whether your site’s navigation or design elements are distracting visitors and harming your conversions

Studies have found that B2B buyers are completing more research on their own before they speak with sales reps. Think of your product pages as virtual sales reps that educate buyers and answer all of their initial questions.

3 Ways to Apply This Information Now

  1. Review your product pages. Are there any changes that you would like to make? Is anything holding you back from converting more leads into customers?
  2. Read “How B2B Buyers Are Engaging With Your Content” to find out what your customers want from your content.
  3. Click to share this article on LinkedIn. Sharing quality content increases your visibility and credibility with your existing contacts, creating conversations and potentially new business.