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May 24, 2022
Your product pages are critical. Visitors use them to research whether your product is worth buying or not. So, your pages must convey the right information that convinces your prospects that your product is worth investing in.
But getting product page design right for B2B websites isn’t easy.
In this blog, we’ll explore how to design a product page, with seven simple and effective tips that will help your pages work harder to generate leads.
How to design a product page - 7 simple tips for B2Bs
- Lead with product USPs your customers care about
- Avoid business jargon
- Keep it short
- Use images and videos to showcase your product
- Create a smooth, consistent user experience
- Show trust with reviews, testimonials, and case studies
- Define next steps with a clear call-to-action
While highlighting the features of your product is important, you need to lead with the benefits and USPs that will resonate with your prospects. Remember to always keep their perspective in mind, because the benefits you want to showcase might not necessarily be the ones they'll care about the most.
Think about your buyer personas and how your product will help them with their needs and challenges. How will it make their jobs easier and improve results? What value can you offer that your competition can’t? Is your product faster or easier to use? Do you offer a more bespoke service or personable support?
These are the things that will catch your prospect’s discerning eye, so put them front and centre.
Benefit or feature?A feature is something that a product is or does. A benefit is how those features help your audience in practice.
For example, a feature of an HR software platform might be a holiday planner and booking system that gives line managers visibility of upcoming leave. A benefit of this feature is that it saves time by giving line managers a quick bird's-eye view of who is off and when.
The world of B2B is rife with jargon and buzzwords. Leverage, bleeding-edge, ideate, best of breed – businesses often think terms like these make their products sound more attractive and important.
They’re vague, overused, and worst of all, they confuse your audience by making the appeal of your product sound more complex than it is.
Don't forget, B2B is just B2C. You're not selling to a business, you're selling to a person. And people want engaging, readable content. Use jargon-free language across your product page that makes the USPs of your product easy to understand.
For example, instead of describing a technology as bleeding-edge, say why it’s bleeding-edge. Does it have exciting new features other solutions don’t? Is it the most powerful on the market? Focusing on these specifics is far more likely to drive conversions than vague cliches.
Many businesses fall into the trap of trying to cram every detail about a product onto one page. This leads to walls of text that overwhelm prospects with too much information at once.
For B2B product pages, less is more. Prospects tend to skim copy and focus on headings and lists, not blocks of text. Make everything easy to digest. Condense the most important information down into a few key points and save the granular details for supporting assets like brochures and FAQs.
Blend recommendsDon’t list all your products on one page. Use separate pages for each product to improve your SEO and make it easier for leads to find you.
Buyers want to see your product in action.
A short video (no longer than two minutes) positioned near the top of the page is a great way to show the product in the context of the challenges it can solve. Product images and animations of key features, like user interfaces, will help prospects visualise the experience of using it.
Before you fill your product page with videos and hi-res images, remember this essential rule of product page design: page speed affects website performance. It's a key ranking factor, so you need to carefully consider how you build your product page. Compress your images to SVG files where possible, as they’re much lighter than JPGs.
Standout product pages aren’t all about quality copy and eye-catching visuals. You’ve also got to have a coherent user experience.
Follow the key principles of effective web design to make your page functional, accessible, and easy to navigate. Use page frameworks or templates to create consistent layouts and visual themes across all your product pages, while using different images, icons, and colours to make each page feel distinct.
Blend recommendsMake sure your pages offer the same quality experience on mobile and desktop. Put the most important information and a call to action at the top of the page to save prospects having to scroll to find them.
Even if your product page has the most powerful copy and striking design, some decision-makers will still be sceptical. They’ll need social proof to reassure them before they commit to an investment.
Your website might feature a dedicated page for case studies, but you can’t guarantee that a prospect will visit it. Pull out quotes, reviews and comments from customers at contextual points on your product page to reinforce your value proposition. For example, if speed is your product USP, find a case study that shows how it shortened a customer’s process from months to days.
A call to action (CTA) is a critical feature of any product page. Include a core CTA at the top and bottom of your page that makes it clear what you want them to do next, such as signing up for a free trial or booking a consultation.
Compared to B2C, B2B purchases take longer and involve more consideration and research from multiple stakeholders. Some prospects might not be ready to take the next step. Include other CTAs on your page that give them the option to learn more about the benefits of your product before they commit, such as:
Here are a few more best practices that will give your CTAs the best chance of conversion:
Product page design is just one facet of creating a high-performing B2B website – but it’s a critical one. Their design can determine whether a prospect becomes a qualified lead or chooses a competitor instead.
Use the seven tips above to make sure your product page design is on point. So you can get your prospects’ attention, and persuade them to convert.
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