Turn the clock back 20 years and businesses didn’t have B2B product pages.
Instead, they relied on a skilled sales team, face-to-face meetings, and, at a push, a homepage or landing page to showcase their products.
But today’s digital landscape has made high-performing product pages essential for B2B businesses wanting to make an impact in their market.
When done well, product pages:
- Provide data- and story-backed evidence
- Identify your target audience’s top pain points
- Show how your product or service can uniquely solve these issues
- Drive conversions
Yet, knowing what makes a great B2B product page and getting it to rank highly are two different things.
You may find that producing a detailed product page that rises to the top of Google searches is extremely challenging.
And you wouldn’t be the only one. According to research from SEO specialists Semrush, well over 50% of business pages linger between 21st and 100th position on Google’s search results – far away from the organic traffic that leads to conversions.
The black hole of marketing content
But this black hole of content isn’t inevitable.
At Mint Position, we’ve had repeated success in creating B2B product pages that convert, including a top-ranking page for an API provider that draws in over 100 fresh B2B conversions a month – which we’ll explain in more detail later.
In this guide, we aim to share some of our expertise in building a great B2B product page that speaks to your target audience and builds a solid long-term pipeline of conversions.
NOTE: For the purpose of this article, when we refer to “product” we are referring to your main company offering. This could be a B2B product or service, but to keep things simple we’ll just call them “products.”
Looking to get out of the B2B marketing black hole and build product pages that drive conversions? Book a no-cost consultation with the Mint Position team who will show you how we can help your products stand out from the competition.
The key differences between B2C and B2B product pages
Before we dive into B2B product page best practices that can improve your content marketing ROI, it’s important to establish the key distinctions between B2C and B2B product pages.
First, what is a B2B website product page? Well, put simply, it’s a web page designed to provide detailed information about a business-to-business product or service, with the aim of generating conversions.
Successful pages do this by providing evidence-backed content tailored to their visitors and by matching with a keyword that solves their target buyers’ search intent.
In the case of B2B buyers, these tend to be individuals who hold senior company positions. They are looking for logic-based content, scientific data, and story-based evidence to inform important company decisions, rather than easily digestible and entertaining copy. (This is why marketing tactics such as white papers and academic research work so well with B2B strategies!)
They want to see detailed information about the product, including the technical specifications, features, pricing, benefits, and industry-specific details – and they don’t mind reading more complex content to get it. (This is contrasted to a landing page, which is much shorter and used for specific marketing channels, such as Google Ad campaigns.)
B2B readers are different – they aren’t as swayed by the emotional triggers so effective with B2C audiences. They want to see how your product will improve their business’s performance ahead of any personal gains, and they react to solid facts and evidence because they are willing to take time to learn about you.
Considering these distinctions is your first major step toward creating a high-performing B2B product page.
In the next section, we’re going to examine how you can not only grab the attention of valuable B2B buyers but also get them to convert.
6 strategies that lead to high-converting B2B product pages
Take a look at the best B2B product pages and you’ll see that they talk to their target readers like they know exactly who they are.
They have achieved this by creating an in-depth persona for their target buyer. This is an extremely detailed analysis that includes everything from their pain points and desires down to their favorite movie. Anything that can help provide clear insights into the target buyer’s character.
In general, B2B buyers want visible proof that your product will solve their problem and are willing to spend more time comparing you to your competitors. (Often, they will! This is partially why the B2B buyer journey can be long – your customer will search for “XYZ company reviews” and your competitors.)
Your strategies when creating a great product page should take this into account.
1. Provide data-backed evidence
Data is the 21st century’s gold. Businesses can’t get enough of it – and neither can your customers.
At the top of the list (and your page) should be a USP highlight bar that sums up your product’s finest features, benefits, and achievements. But it shouldn’t be just claims, you should back them up with specific details and evidence.
The USP highlight bar is a snapshot of data-driven evidence – including facts like Annual Recurring Revenue (ARR) generated, clients served, and employee counts – that emphasizes why your product and company is the best choice for the reader.
It should be striking, concise, and easy to understand. Even if your customer sees just this bar, they get a vivid picture of why your product excels.
But your typical B2B customer will also want to peek under the cover of your highlight bar and see how its engine works.
Performance metrics are key here. These are the quantifiable nuts and bolts that underline why your product is so effective, including tangible benefits like cost and time savings, return on investment, and customer satisfaction figures.
A highlight bar that incorporates key metrics, then, can achieve powerful results.
Mint Position created this bar for Reloadly, a leading provider of digital goods API solutions. It sums up why Reloadly stands out from its competitors in just a few words and is backed up by the fact that its network covers over 800 operators, an important selling point for their prospective API users.
But a USP highlight bar doesn’t have to be this long, either. Sometimes all it takes is one line of emotive copy to highlight a powerful selling point, as shown below.
You should compare these metrics to your broader industry landscape, which is where research like market trends, statistics, and reports come into play.
This will give you the knowledge to position your product in a favorable light.
Consider the following:
- Does your product save more money than the industry average?
- Can it perform a function faster than competitors?
- Does it have a capability or capacity that no one else has?
If the answer is “yes” to any of these, then that snippet of info needs to take pride of place in your copy on top of your B2B product page.
Using this data-driven evidence — ideally within a value proposition — is a key driver of conversions.
2. Embrace the power of story evidence
B2B decision-makers usually love data, but that doesn’t mean a powerful story can’t be effective, too.
Testimonials and reviews are excellent examples of the social proof that B2B buyers seek, like any other human being.
A well-placed testimonial highlighting a great customer experience is a powerful tool as it helps buyers build confidence in your brand.
Testimonial sections should include:
- The face, name, job role, and company name of the person providing it (consumers identify far more with human faces)
- A target keyphrase of your product
- A unique point of view (don’t write testimonials and then get approval; instead, ask clients to provide them – their responses will be unique and impossible to imitate!)
- Placements on all of your product pages, as well as your homepage and about us pages. (Don’t hide them on a separate page that no one will read!)
Mint Position’s testimonial from global recruitment platform Remoti encapsulates this. This engaging and original quote, written by Chief Growth Officer Daniella Meneses, comes with her image and job role and includes a key Mint Position selling point: boosting brand awareness and business results through SEO.
Case studies, too, are useful here.
These provide us with an in-depth example of a customer journey, and they were used by 73% of the most successful B2B digital marketing campaigns in 2022, according to the Content Marketing Institute.
They give you the space to follow a traditional story arc, including a detailed account of the challenges your client faced, how your product saved the day, and the measurable benefits your client gained.
Social proof in these two formats helps build confidence among potential customers by adding a human element to your product.
When done well, they leave a lasting impression in the mind so that, even if they don’t buy now, they’re more likely to come back to it later.
3. Lead your customers down the path of least friction
B2B buyers are willing to spend time reading through complex and detailed copy, but they don’t want to waste it.
Getting the structure of a product page right is crucial to high performance. As such, you should focus on a B2B website design that generates the least amount of fiction when it comes to a buyer finding what they need.
Put yourself in their shoes. What do they want to find first?
Typically, it’s what your product is and how it can help them. A short, descriptive headline that draws them in followed by the quick visual credibility of a USP highlight bar at the top of the page is an excellent start.
This should then flow nicely into clear and concise sections that answer top buyer questions, backed up by useful visuals like infographics and product images.
Compelling call-to-action buttons should be the signposts throughout this journey, showing the customer exactly what to do so they can benefit from your product. Research from email marketers Campaign Monitor has shown that a first-person CTA button increases clicks by almost 90%, while including a human face next to them conveys more trust.
These CTAs should appear at strategic points at the top, middle, and bottom of a page.
An FAQ section is also a great way of summing up everything your page holds and answering the important questions that your buyers are bound to have.
Finally, making the page mobile-friendly is crucial in minimizing friction. Many of your buyers will be browsing on hand-held devices so optimizing it for them is essential if we want the user experience to be as enjoyable and friction-free as possible.
In his book Content Chemistry, expert content marketer Andy Crestodina breaks down this path of least friction into three key areas: answers, evidence, and calls to action. We can see this in the example of a high-performing service page structure he provides in the book.
“The blog post teaches, the product page sells”, says Crestodina. This is the ethos that every good B2B marketer should have in mind.
4. Put product-focused keyword pages into a content hub
A product-focused keyword is a keyword that includes a product name such as “API” or “XYZ software” or “XYZ services.” Sometimes, these keywords can be very hard to rank for – yet they remain critical to the growth of your online lead generation.
This is where a content hub strategy is needed. We should see this as another way to approach a content funnel; that is, creating a lot of related content that all interlink and draw the visitor through a journey, from helpful and informational content down to product-focused content. It is commonly illustrated like this:
The big difference here is that, in this case, the content hub is purposely built around product-focused content at the end of the funnel, whose main purpose is aimed at persuading the buyer to take action.
Since this content is hard to rank for, we bolster it with lots of other types of content aimed at attracting customers in earlier awareness stages and guiding them toward a focus on the product. This could include listicles, infographics, aggregated research and other content formats.
At Mint Position, we recommend putting your B2B product page into this kind of content hub, as well as using a detailed SEO game plan to achieve results, guiding customers down a specially-crafted journey to conversion.
Our product page for Reloadly’s gift card API is a prime example of this process.
This one page draws in almost 100 leads every month – a figure much higher than the industry average – and it ranks in the top 3 in the United States.
Here’s a rundown of how we did it.
Create product-focused content
In Reloadly’s case, we focussed on the top product keywords their clients are looking for, including ‘gift card API’, ‘gift card voucher api’ and ‘digital gift cards’, and then created a conversion-focused product page for them.
We wrote the primary keyword ‘gift card API’ into the page’s header, subheadings, URL, meta data and text at strategic points to maximize the page’s SEO visibility. And we also added many secondary keywords, such as ‘gift card voucher API’, to ensure that we would rank highly for other search queries, as shown above.
On this page, customers can easily read about the gift card API’s features and benefits, then follow the simple signposts toward conversion.
Guide the customer to conversion with a visually compelling product page
The quality of headlines and text you use in a B2B product page is fundamental, but you must back them up with powerful visuals that act as guideposts that draw customers to your product. Indeed, an image should be placed within the visibility of each part of the page as you scroll through.
According to LinkedIn research, 94% of first impressions are shaped by the quality of the page’s design, with the hero image at the top being the most important.
The ideal image should encapsulate how your product solves the chief customer pain point, while also being visibly striking and ideally having a photo of the user.
The below example from Fanprime shows this. The B2B product page we created targets the keyword ‘fan engagement platform’ and introduces the page with a creative message about the benefits of Fanprime’s rewards program. While first published in 2020, this page still ranks in the top 3 for our target keyword in the US.
[NOTE: The above page is an old project. And if we had to update it, we would start by changing the CTA button to blue – a contrasting color.]
Here, content SEO offers a multi-staged process that solves both buyer pain points and guides them toward taking action. When done well, it can turn a B2B product page from non-responsive content into a high-performing conversion magnet.
5. Invest in high-quality videos that make an impact
Video marketing is booming across the B2B sector. And in 2022, it was the area that 69% of B2B marketers invested the most in.
Source: Content Marketing Institute
Consumers feel more engaged with the human faces they see in these clips, and a video’s images can explain complicated product features in a fraction of the time that text can. A picture speaks a thousand words, after all.
How you present your video content is up to you. Animations don’t need to be childish, but can instead help lighten up your brand’s image while also explaining important product information.
When placed near the top of a page, animations also help keep visitors engaged, adding to the visual appeal of your B2B website content.
On the other end of the video spectrum, webinars are an excellent way to build trust in your product. On a product page, this is often a pre-recorded segment that customers can play immediately.
Whichever type of video you use, it’s worth spending money on. A high production quality aids conversion rates by conveying the brand authority that B2B audiences seek.
6. Support your product page with a user-friendly tutorial article
One of the most effective B2B website best practices is to back up your product page with a specific tutorial blog article.
This type of content is a prime example of pain point SEO because it addresses a central dilemma that the target buyer has – the potential frustrations of using a B2B product (especially compared to your competitors).
When written with a good SEO plan in mind, tutorials provide a clear, practical guide to using your product and can become indexed directly below the matching product page that it helps people use.
With Reloadly, we knew that a user-friendly and informative tutorial page for reselling gift cards would boost lead generation.
The article would have to solve a top customer pain point – The target audience can get frustrated using other API products, but ours is much simpler and faster to start reselling gift cards for profit.
Their B2B buyers (in this case, not just CTOs and developers, but also entrepreneurs at small companies) may be unsure of how to start, and they also would want to see exactly how the product can be integrated, step-by-step.
To solve this, we produced a tutorial that highlighted how fast the Reloadly API can be integrated (in less than 1 day) and that it could be used instantly to start reselling gift cards for commissions. In the tutorial, lots of screenshots serve as visible guides to help easily start using the API.
Like with the brand’s product page, an engaging header image was an important starting point.
Then we provided an in-depth guide to using this key product, optimized with keywords and images to boost rankings.
The results were swift and impressive. The page hit the number 1 ranking in a month, increasing brand awareness among Reloadly’s target audience and resulting in 25 new conversions.
Reloadly’s 25 new conversions in the first month
Product pages and tutorial articles are a potent double act. They combine to create a comprehensive customer journey, from initial engagement and explanation of product features to real-world examples of the product in action.
In a digital landscape where B2B businesses must rely on an impactful online presence, mastering this combination, and the techniques outlined in this article, is a great way to fuel lead growth.
Ready to build a B2B product page that will drive more conversions? Get in touch with us and we’ll show how our product page strategies increase organic traffic, boost conversions, and keep you ahead of the competition.