No Inquiries? 3 Ways to Create Standout B2B Product Pages

By Patricia Saya

Creating good B2B product pages is a balancing act.

You have to educate smart readers. But you also have to help them to take the next step.

Meanwhile, you can’t ignore the fact that B2B buyers gather information from a wide range of sources. And they’re demanding more of it than ever before.

When buyers come to your website, they want to compare your products now. If they don’t quickly find what they’re looking for, they’ll leave. Probably for good.

So, how do you create B2B product pages that build your authority while generating high-quality leads?

Let’s find out.

1. Use the product title as your headline

You may know that headlines should make or imply a fairly big promise. But product pages don’t need clever headlines.

That’s because you already have your reader’s attention. They came to a specific page because they want to know all about one specific product.

All buyers crave authenticity. And when they see the exact product title, they’ll know instantly they’re in the right place.

Underneath your headline, use a subheading to reel in your reader. A subheading is usually in smaller text. It expands on what the headline says.

The subheading should highlight specific details about the product’s features. Emphasize how the product will improve the reader’s life.

Talk about the big benefits. An easy way to do that is to list out all the benefits. Then choose the most valuable one to your audience.

Include the keywords for each product in the page title, copy and alt image tags. It helps with SEO.

Here’s an example from InOrder, an ERP software solution for Enterprise Management:

InOrder ERP Real-Time eCommerce with Responsive Design
Real-time shopping cart software pulls from the same database your CSR use

2. Answer your buyers' questions

During the economic crash in 2008, web marketing expert Marcus Sheridan saved his swimming pool company from financial ruin.

And he did it by answering buyer questions.

In his critically acclaimed book They Ask, You Answer, Sheridan advises:

"Take a moment to brainstorm every single reason (fear, worry, question, concern) as to why someone would not buy from your company. What would hold them back? What would keep them from clicking 'buy,' swiping their credit card, or writing that big check?"

You can get started by writing down the questions you think your readers are most likely to ask.

If you have a sales team, ask them for a list of their most frequently asked questions. Use those exact questions in your text.

That helps to establish you as an authority on the topic. And reassures your prospects that you know exactly what they’re going through.

Remember that every prospect wants to know:

  • Does this company have what I’m looking for?
  • Does the product eliminate my problem?
  • Is the product going to save me money or time?
  • Is the product truly unique in the market?
  • Is there a bonafide guarantee?

You should also study your rivals. Visit social media and search for relevant conversations. Check out blogs and forums relevant to your market.

Pro Tip: When brainstorming questions, don't forget to answer the "who are you" questions. Inject your unique personality into your answers. Write management bios that mention expertise, years of experience, and anything else that sets you apart from your competition.

3. Use a softer call to action

Your call to action (CTA) is a make or break moment. And you may be tempted to use “contact us now to buy” for your CTA.

But when visitors land on your product page, they probably aren’t ready to speak with a sales rep yet.

In fact, when B2B buyers are considering a purchase, they spend only 17% of that time meeting with potential vendors.

That means you should use a CTA that encourages visitors to do their homework before they buy. Offer a lead magnet.

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

If your goal right now is to start building a closer relationship with your prospect, then start a conversation.

Begin your CTA with the words:

  • Share
  • Comment
  • Request
  • Submit
  • Reply

Interested in emphasizing exclusivity? The following words work well.

  • Premium access
  • Limited edition
  • Request invite
  • Members only
  • Pre-order

And if you simply want to make your offer more appealing, then offer a discount. For instance:

“Pre-order now and get 25% off.”

The bottom line for better B2B product pages

The best B2B product pages are balanced.

They use the product title and a descriptive subhead to get attention. Answer buyer questions clearly and completely. And gently nudge buyers to take action.

Ready to enhance your B2B product pages? Believe in the quality of your products, and communicate that quality with honesty and sincerity.

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