6 Steps for More Compelling B2B Product Pages

b2b product pagesToday’s B2B buyers conduct most, if not all, initial product research online. As a result, your company’s website and related B2B product pages are critical to the success of your organization.

If you’re creating a new business website or simply optimizing existing product pages, today’s blog post is for you. Keep reading!

1.    Be concise.

If your first instinct is to take a deep dive into product details—resist the temptation. Often, your product pages exist to simply introduce visitors and prospects to your goods and services—enticing them to learn more. If you include too much information at once, you risk losing a prospect’s interest.

Instead, approach your B2B product pages like you would approach an elevator pitch. Just as a good elevator pitch can earn you a business card before the doors open, an effective product showcase page can quickly convert visitors into leads.

For this reason, we recommend you keep it simple. Communicate your most important points with just a few sentences, bullet points, and visual elements.

Check out this great example from Hubspot:

b2b product pages

Hubspot keeps their product pages clean and simple with a nice balance of images, videos, a single call-to-action and just a few strategic lines of concise text.

2.    Provide proof of value.

A good product page encourages each visitor to take a specific action—submit a form, call a sales representative, or even make a purchase. This requires some sort of incentive. In this instance, the incentive must be the value of your product.

To communicate product value, focus the copy primarily on product benefits and problem-solving rather than features or functionality. We also recommend including proof of value in the form of customer testimonials and case studies. Here’s why:

Case studies and testimonials promote trust. A customer or prospect is much more likely to trust the words of their peers more so than the words of a company. After all, the company has a stake in whether a buyer makes a purchase. A customer, on the other hand, does not.

They aren’t inherently salesy. By using the words of someone who actually uses your products or services, you eliminate the sales speak. Instead, you’re left with a natural conversation about the benefits of your product.

Testimonials and case studies are based on data and factual evidence. It’s one thing to promise results, but it’s even better to demonstrate them. And—case studies do just that.

Learn more about establishing proof of value in one of our recent blog posts for sales reps. Although it was originally written from a sales perspective it contains a goldmine of valuable tips to establish product value: 4 Foolproof Ways to Beat Price Objections.

Check out this example from Brainshark:

b2b product page

As you can see, toward the bottom of this product page, Brainshark provides proof of value in the form of a case study video. This case study features a prominent customer and an influential quote about the product.

3.    Answer commonly asked questions.

If you work in an established company—you’ve likely heard the same questions come up over and over again. How much does this cost? Can your product do this? Will it solve this particular problem?

Although B2B sales prospects would ideally end up on the phone with a sales rep to get answers—the reality is, many customers will leave and seek out a competitor if they can’t quickly find the answer to an important question.

For this reason, it’s critical that your product page answers frequently asked customer questions. To make sure you cover all relevant information, work with your customer service and sales teams to determine which information customers tend to be most interested in.

For more complex customer questions, be sure to clearly display contact information for your support teams and sales department. While this tip may seem obvious, it’s an important point to make. In fact, 44% of website visitors will leave a company’s website if there’s no contact information or phone number (source).

Check out this example from Moz:

b2b product pages

Moz ends their product page by providing a clear way to get in touch with their team with any additional questions. They also go as far as to provide a “frequently asked questions” section!

4.    Use visuals.

Up until this point in the blog post, we’ve focused on language and webpage copy. But, let’s talk about another, equally important element of your product page—the visuals. Consider this statistic: Given 15 minutes to consume content, two-thirds of people would rather read something beautifully designed than something plain (source).

Humans digest and respond to information in a variety of ways. Although some visitors will sit and read a few paragraphs of text—others would prefer to watch a video about your product.  As a result, we recommend using a combination of text, images, videos, animations, and other interactive elements to showcase product benefits and features.

In the B2C world, images are a no-brainer. Think about this way—would you ever buy a pair of sneakers online if the product page didn’t include images? Obviously not. Think about your B2B product pages in the same way. Provide screenshots, photographs, and videos so each prospect can really imagine using your tools or services.

Let’s look at an example from Contently:

b2b product pages

Contently combines text, icons, and screenshots to organize a relatively complicated suite of products. The final result is a clean, easy-to-understand, visually pleasing product page. Well done!

5.    Leverage social evidence.

We often turn to the actions of our peers to make everyday decisions—a phenomenon known as social proof. Instead of making uninformed purchase decisions, social proof assures us that we’re making the right choice. So, how do you add social proof to your B2B product pages? Here are three recommendations:

Highlight impressive user numbers: Consider how many customers you have, how many companies buy from you, or how many individual users rely on your products. If these numbers are high, they imply your product is popular and effective.

Showcase high-profile logos: Are any of your clients household names? Reach out to each high-profile customer and ask for permission to showcase their logo. Other companies will find this reassuring. Think about it this way: If a big name brand trusts your product, they can, too.

Embed testimonials from outside sources: We already covered testimonials and case studies. But, you might also find it valuable to embed reviews from outside sources like review sites. Although this can establish credibility, it’s important to keep a close eye on your online reputation—as negative reviews could potentially make their way on to your product pages as well.

As always, whenever you’re using a company’s logo or a customer’s words, ask for permission. It’s best to form partnerships with successful customers and work with them closely. Asking for permission will also help you avoid potential roadblocks in the future.

Consider this example from Bizzabo below:

b2b product page

On this page, Bizzabo highlights several reputable companies they work with and even feature a customer testimonial from one.

6.    Make your CTA more visible.

Your CTA is arguably the most important element of your B2B product pages. It’s where you turn prospects into buyers. So, how do you create a CTA visitors can’t help but click?

In your copy, use clear and concise language to convey what the visitor should do next, such as “Start Your Free Trial.” Avoid command words that say the buyer will be parting with money, such as “Buy” or “Order.”

Instead, use words that convey instant gratification, such as “Get” or “Receive” or “Reserve.” Adding in words like “Now” and “Today” can facilitate a sense of urgency and compel each visitor to take an action sooner.

And last but not least, let’s take a look at the ZoomInfo product Page:

b2b product page

Right away, the viewers’ eyes are drawn to the orange CTA buttons. Using muted colors and whitespace really allows the CTA to stand out from the rest of the page. There’s no question in the visitor’s mind about next steps.

Key Takeaways for Better B2B Product Pages

As with any marketing initiative, you must measure the success of your efforts to create effective B2B product pages. Review website analytics to pinpoint which page elements attract and engage visitors. Then, use those insights to refine your strategy. Continue testing until you find your own unique formula for success.

For more information on how to improve and optimize your website, read these blog posts next:

Or, contact ZoomInfo to learn how our business database can enhance and improve your marketing Initiatives.