9 Tips for Creating Compelling B2B Product Descriptions

Your B2B product descriptions serve many purposes — they educate customers about your product, demonstrate how the product solves their challenges, and persuade readers to make a purchase. A compelling product description converts prospects into repeat buyers. 

How do you write B2B product descriptions that cultivate trust and trigger action? This guide explores the process of crafting value-packed product pages that help boost your sales.

The ecommerce landscape continues to advance as businesses find more ways to create smooth buying experiences for their customers.

• Understand your customers’ challenges

Before writing any product description copy, determine what problems your customers face and how you aim to solve them with your product. Make a list of these challenges so you can demonstrate how your product is the solution.

Research the language that your customers understand — including tone, vocabulary jargon, and sense of humor. With this information, you can tailor the description to your audience. Repeat this step if you sell products to different audiences, so each description speaks to the right people. 

• Highlight benefits and support them with features

A product’s benefits should always come before its features — customers care more about what’s in it for them. Highlight the most impactful benefits first. You can also rank the challenges your customers face so you can determine the benefits to start with.

For example, if you sell corrugated boxes to wholesalers, the first benefit could be strength. Many distributors care about packaging materials that withstand stacking and resist water. After highlighting the strength of your boxes, list out the materials that strengthen the packaging. 

Write each advantage in a separate paragraph or bullet point, so the information stands out to your readers.

• List product specs and warranties

Product specs demonstrate the unique material, power, weight, capacity, diameter, and other specifications that are relevant to your audience. B2B customers rely on specs to make their final purchase decision. You can create a specs section on each product page and display the information in a clear format like a table.

• Include a how-to section

Show customers how to use your product so they don’t have to guess. For example, buyers want to know how to turn on a machine, where to feed raw materials, processes to follow, and how to turn off the equipment. A how-to video or infographic can help increase conversions by answering your buyers’ questions.

• Optimize your product description for search engine optimization (SEO) 

Help your B2B product descriptions rank higher in Google by incorporating relevant keywords in your product copy. Be strategic with your keyword placement — for example, use them in the title, benefits sections, and other page sections in a natural, non-spammy way. 

• Avoid clichés and support superlatives with facts

Clichés are overused words without a specific meaning. These phrases mask the benefits your product offers, and they may turn off customers who are looking for valuable products to solve their problems. 

If you describe your product as “the best,” for instance, provide evidence to support your claim. Avoid stating claims you cannot support with facts so you can steer clear of misleading your audience and losing their trust.

• Paint a picture

Customers are more likely to buy your product when they picture themselves utilizing it. Paint this picture for them by using:

• Images: Include pictures of your product from all angles and label critical parts.
• Videos: Add high-resolution videos showing the product in use, so your prospects can follow every step and imagine themselves doing what they see in the video.
• Action verbs: Write with verbs that paint more of a picture, like “upgrade” instead of “improve”.

8. Format your product description for quick scanning

B2B clients with many responsibilities often limit their time on their devices. Helping these customers find information easily will create a positive experience for them and help boost your sales.

Design your pages using bullet points, headings, tables, and enough white space. Learn how to design your product page to simplify the purchase process for your target audience.

You can also hire a team to design your pages while you focus on developing the product and serving customers. Working with the experts helps save you time, and you’ll leverage the skills and experiences of a qualified team. 

9. Add a call to action (CTA)

Telling customers what to do after reading your description has a greater impact than leaving your readers to decide what they want to do on their own. Do you want them to click on the “Add to Cart” button or contact you for a quote? Guide them toward the right next step and encourage them to act.

Boost your sales with product descriptions that sell

Are you ready to push your sales forward with product descriptions optimized for search engines? WebUp experts will design a strategy to publish and update your product descriptions, so more prospects discover your brand, trust you, and buy from you. 

Speak with one of our strategists today by contacting us online to get started.