How to Optimize Your Product Page Copy to Engage and Convert B2B Buyers

Here are four questions that will help you determine who is visiting your product pages so you can give B2B buyers the timely, relevant information they need to take the next step.

The B2B buying process is different from what we were taught. 

We typically think of three stages in the B2B buying process—awareness, consideration, and decision.

However, a recent study by Gartner revealed that the B2B buying process isn’t so linear. Instead of flowing through the stages listed above, groups of 6-10 decision-makers perform various buying “jobs” simultaneously. These jobs include:

According to Gartner, customers “loop” during a B2B purchase and revisit each of these six buying jobs. 

How Many Audiences Can You Address on Your B2B Product or Service Landing Pages?

The Gartner model shows that multiple buyers may interact with your website at any given time. Since each customer has a specific “job,” they need answers for different questions.

So, which jobs and buying stage should you speak to on your solutions pages? 

A copywriting best practice states that a landing page should speak to just one audience—meaning one stage of the buyer’s journey.

Why do you need to go so narrow?

The goal of a product or service page is to get leads to take the next step—such as signing up for a free trial, requesting a demo, or booking a consultation.

To move leads from Point A to Point B, you need to know who your audience is so that you can speak their language. 

If you address too many people at once, you’ll muddy your message. Your copy will veer all over the place, and you won’t present a cohesive argument on why leads should choose your solution.  

4 Questions That Will Help You Engage B2B Buyers and Get Them to Take Action

Whom should you address if buyers perform different jobs on your website, but you can only write for one reader? 

There is an overlap between the Gartner “jobs” and the traditional stages of the B2B buyer journey. For example, someone in the Consideration stage may explore solutions and build a list of requirements. Consider all of the possible “jobs” that fall within this stage. Then, provide the information these buyers need.

Here are four questions that will help you learn more about your website visitors so that you can engage them and motivate them to take the next step: 

1. What is their stage of the buying journey?

Your site analytics and survey data show you who is visiting your solutions pages and where they are in their buying journey. Refer to this information, so you’re not guessing with your copy.

If you don’t have this data, here are some points to consider: 

People in the Awareness stage likely won’t visit your solutions pages. The search terms buyers use at this point will take them to your early-stage content, including:

Before a buyer looks at your product or service page, they need to know what problem they want to fix. Your early-stage content can educate readers on their challenges and then refer them to your solutions.

The people who visit your solutions pages will most likely be in the Consideration and Decision stages. In the Gartner model, these buyers perform jobs such as:

2. How are visitors finding your solutions pages?

If your readers are in the Consideration stage, they may find your products or services when they:

Think about your audience and how they land on your solutions pages.

3. How much do visitors already know about your brand or solution?

Buyers in the Consideration stage are, at a minimum, familiar with the type of technology you offer. They may also have some awareness of your company and offerings. When you plan your copy, get clear on how much readers already know about your brand and solutions.

4. What step do you want readers to take next?

Whether you write for the Consideration or Decision phase also depends on what step you want leads to take next. 

If your readers are in the Consideration phase, you may want them to:

If you are writing for the Decision phase, you’re trying to get buyers to choose you over other options. Potential calls to action include:

Next Steps

The B2B buying process is evolving, and you may have new audiences that view your product pages. If you want to increase your conversion rates, you must clarify who these buyers are and how their needs have changed. 

Consider both the traditional B2B buying process and the “jobs” that customers perform. Then, narrow in on your one audience and tailor your message specifically towards them.

Want to learn more about how to create landing pages and other B2B sales content that converts? Complete the form below to download your FREE checklist: 19 Essential Questions That Will Make Your B2B Sales Copy More Profitable.

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