Your product page is the cornerstone of your B2B website. It‘s where you finally get to showcase the solution your target customers have been searching for. But all too often, product pages read like boring spec sheets rather than compelling pieces of persuasive content.
The bar for an effective B2B product page in 2024 is higher than ever. In a world of infinite digital distractions and rapidly evolving buyer preferences, you need to work harder to capture and keep your audience‘s attention.
Simply listing out features and tossing in a generic "Request a Demo" button won‘t cut it anymore. The best B2B product pages today are dynamic, interactive, and relentlessly customer-centric.
Is your page overdue for an overhaul? Follow these 10 steps to build a product page that educates, engages, and converts.
1. Lead with Benefits, Not Just Features
Buyers care about the benefits your product provides, not just a laundry list of its features. How will it make their job easier? What tangible results will it deliver? How will it mitigate risk or give them a competitive edge?
Your product page should lead with a clear, jargon-free value proposition that spells out the end benefit you provide. What pressing problem or pain point does your solution uniquely solve?
For example, Gusto‘s HR product page leads with the headline "Run payroll like a pro." The subhead elaborates: "Payroll doesn‘t have to be complex. Gusto makes it easy to pay your team and handle taxes automatically." The focus is squarely on how the product makes the customer‘s life easier.
Notice there‘s not a mention of features like "self-service portal" or "on-demand reporting." Those details come later. The job of the headline is to hook the reader by making it crystal clear how your product will tangibly improve their world.
2. Show, Don‘t (Just) Tell with Video
If a picture paints a thousand words, a video is worth a million. There‘s no better way to show your B2B product in action than an engaging explainer video.
In fact, 94% of marketers say video has helped increase user understanding of their product (Wyzowl). And 78% say video has directly helped increase sales.
The most effective product videos don‘t just rattle off features or show a boring interface walkthrough. They tell a story. They focus on the people behind the screen – the challenges they face, the frustrations they feel, and how your product makes a measurable difference in their day-to-day.
Take this product video from Intercom:
It starts by painting a relatable picture of customer service and support teams struggling to manage customer conversations across multiple channels and systems. When the Intercom product is introduced, the video shows how it empowers agents to build real relationships with customers in a streamlined way. The focus is on the human impact, not just the technical nuts and bolts.
3. Provide Side-by-Side Competitor Comparisons
Your product doesn‘t exist in a vacuum. B2B buyers almost always evaluate multiple solutions before making a purchase. So don‘t dance around the topic of competitors on your product page. Embrace it!
Adding a side-by-side comparison table allows you to highlight your key differentiators and proactively address common questions prospects have when assessing their options.
The goal isn‘t to trash talk the competition, but rather to be transparent about where you shine and what sets you apart. What do you offer that no one else does? What niche do you serve better than anyone else?
HubSpot‘s CMS product page includes an interactive comparison tool that lets buyers select the specific CMS products they‘re considering to see how we stack up in terms of features, customizability, security, support, and pricing:
We worked with a 3rd party to pull in objective customer reviews and satisfaction ratings as well. B2B buyers appreciate when you make their research easier with this kind of straightforward, unbiased information.
4. Leverage the Power of Social Proof
On the topic of customer feedback, social proof is the lifeblood of an effective B2B product page. Buyers need to see that other companies – ideally ones that look like them – have had success with your offering.
The more you can incorporate customer reviews, testimonials, case studies, and recognizable client logos, the better. 92% of B2B buyers are more likely to purchase after reading a trusted review (G2 and Heinz Marketing).
But not all social proof is created equal. The most powerful testimonials are specific and results-oriented. They don‘t just say "great product!" but actually quantify the impact your solution provided.
For example, this testimonial on Airtable‘s product page is highly specific:
The customer spells out exactly how they use Airtable and the tangible benefits it delivers for their team. A stamp of approval from a big brand name like Netflix certainly doesn‘t hurt either.
When it comes to case studies, the more relevant they are to your target buyer persona, the better. Consider creating an interactive case study library that allows prospects to filter by industry, company size, use case, and other key criteria to find stories that resonate with them.
5. Make Next Steps Crystal Clear
You‘ve hooked your reader with a compelling value prop, shown your product in action, and eased their mind with customer proof points and a competitive comparison. Now what?
Every B2B product page needs a crystal clear call-to-action (CTA) that tells the prospect exactly what to do next. Don‘t make them hunt for your "Request a Demo" button or bury it below the fold.
But here‘s the thing: Not every visitor to your product page will be ready to talk to sales. If you only provide one high-friction CTA, you‘re missing out on opportunities to engage prospects earlier in their buying journey.
The most effective B2B product pages provide multiple conversion paths for buyers in different stages:
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Top of Funnel: Educational content like blog posts, infographics, and short videos to build problem awareness. Offer an email opt-in to deliver tips related to your product.
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Middle of Funnel: Ungated content like case studies, product comparisons, and ROI calculators to help with solution exploration. Provide links to book a discovery call.
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Bottom of Funnel: Personalized demos and free trial/freemium experiences for buyers in decision mode. Make demo and trial sign-up buttons prominent.
Here‘s how Unbounce structures their product page CTAs to appeal to buyers in different stages:
The "Start My Free Trial" button is the main CTA for bottom-funnel prospects ready to test the product. But the page also offers links to schedule a demo, find an agency partner, and talk to sales for buyers who need more nurturing.
6. Design for Scannability
I hate to break it to you, but most people aren‘t going to read every word on your product page. In fact, research shows that 79% of people scan a new web page, while only 16% read it word-for-word (Nielsen Norman Group).
Does that mean you shouldn‘t bother writing quality product page copy? Absolutely not. But it does mean you need to design your page to be easily scannable and visually digestible at a glance.
Some tips for boosting scannability:
- Use short paragraphs (3-4 sentences max) and plenty of white space
- Break up walls of text with subheadings, bullet points, and images
- Put the most important information first (e.g. value prop, key benefits, CTA)
- Highlight key points with bold text, italics, block quotes, or other visual cues
- Include descriptive captions and alt text for images and videos
- Chunk related information into clearly defined sections
Here‘s a great example from Zendesk‘s product page:
The section leads with a punchy headline and benefit statement. The copy is concise and broken into easily digestible bullet points. The accompanying image reinforces the copy and adds a visual element to break things up.
7. Optimize for Mobile
Mobile traffic to B2B websites continues to climb each year. 50% of unique page views to B2B sites now come from mobile devices (Accenture). Has your product page kept pace?
Simply having a responsive page template is table stakes in 2024. True mobile optimization means carefully considering the on-the-go context in which mobile users are browsing and adjusting the page content and flow accordingly.
Some mobile optimization best practices for product pages:
- Prioritize speed: 40% of visitors will leave a page that takes more than 3 seconds to load (Google)
- Minimize text entry: Keep forms short and leverage autofill for common fields
- Streamline navigation: Provide a sticky CTA button and collapsible menu
- Use mobile-friendly content formats: Replace long blocks of text with images and videos
- Test, test, test: Use heatmaps and session recordings to identify and fix mobile UX snags
Here‘s an example of a well-optimized mobile product page from Slack:
The page loads lightning fast even on mobile connections. The most important content (product positioning, key benefits, CTA buttons) appears above the fold. Sections are easily collapsible to simplify navigation. The majority of the page is visual rather than text-heavy.
8. Use Conversational Marketing
B2B buyers today expect real-time, on-demand engagement from vendors – not a "thanks for your submission, a sales rep will get back to you in 24 hours" autoresponder. The good news? Chatbots and live chat make it easier than ever to scale these real-time conversations.
Embedding a conversational widget on key pages like pricing and product enables you to engage prospects 24/7 and connect them with relevant information faster. Bots can handle lead qualification, meeting booking, and support for common FAQs, while human agents can step in for more nuanced discussions.
Drift found that using a chatbot on high-intent pages like pricing can increase conversations by 100%+ and email capture by 45%+ over static lead gen forms.
To get the most from conversational marketing on your product page:
- Start with a friendly, contextual greeting tailored to the page content
- Give buyers multiple options to guide the conversation (not just open-ended questions)
- Use branching logic to route leads intelligently based on their responses
- Leverage chatbot integrations to pull in relevant case studies, testimonials, etc.
- Always provide an escape hatch to talk to a human
Here‘s an example from Intercom‘s product page:
The chatbot kicks off with a specific question related to the content on the page. Clicking one of the response buttons guides the user to the next most relevant piece of information (in this case, customer stories or product videos). The bot can also connect the buyer with sales for a personalized demo on the spot.
9. Don‘t Neglect SEO
You can build the most beautiful, conversion-optimized product page, but if prospects can‘t find it, it‘s all for naught. That‘s where search engine optimization (SEO) comes in.
Ranking well in organic search results is essential for driving relevant traffic to your product page. Some key on-page SEO elements to focus on:
- Title tag: Include your main target keyword and keep it under 60 characters
- Meta description: Write a compelling description incorporating target keywords
- Header tags: Use H1 for the main page title and H2s for subheadings
- Body copy: Incorporate keywords naturally without keyword stuffing
- Image alt text: Describe images using target keywords where relevant
- Internal linking: Link to the product page from other relevant pages on your site
- URL structure: Include target keywords in the page URL and keep it short
But effective product page SEO goes beyond just keywords. Google‘s algorithm also looks at factors like mobile-friendliness, page speed, user engagement, and content quality to determine rankings.
At HubSpot, we‘ve found that product pages with a Flesch reading ease score above 65 (easier to read) and those that use custom graphics tend to perform better in organic search. Pages with video see a 157% increase in organic traffic (Aberdeen).
10. Never Stop Iterating
The digital landscape is constantly evolving, and so are B2B buyers‘ preferences and expectations. What worked for your product page last year may not cut it today. That‘s why continuous optimization needs to be baked into your product page strategy.
Some key product page metrics to monitor:
- Conversion Rate: What % of page views result in a conversion (form fill, demo request, free trial sign up, etc.)?
- Time on Page: How long are visitors spending on your page? (2-3 minutes is a good benchmark for product pages)
- Bounce Rate: What % of visitors leave your page without taking any action?
- Scroll Depth: How far down the page are visitors scrolling before bouncing?
- Exit Rate: What % of visitors leave your site entirely from the product page?
Use quantitative page data along with qualitative feedback from surveys and user testing to identify areas for improvement. A/B test different versions of key page elements like the headline, hero image, social proof placement, and CTAs to optimize for conversions.
Also keep an eye on the competitive landscape. What are other companies in your space doing with their product pages? How does yours compare in terms of content quality, design, and overall user experience? Don‘t be afraid to borrow ideas from the best in class.
Final Thoughts
An effective B2B product page is the linchpin of your inbound marketing strategy. It‘s where you turn researchers into qualified leads eager to learn more. It‘s your opportunity to demonstrate your industry knowledge, commitment to customer success, and unique value proposition.
But building a high-converting product page is both an art and a science. It requires you to craft compelling messaging, harness power of visual storytelling, make navigation dead simple, and leverage the voice of your happy customers. It also means optimizing for mobile, SEO, and real-time buyer engagement.
Perhaps most importantly, it‘s about continuous improvement. The best B2B product pages are never "done." They‘re living, breathing assets that evolve based on data, user feedback, and shifts in the competitive landscape.
Here‘s the good news: you‘re already ahead of the game. By reading this guide, you‘re armed with a proven framework for building product pages that attract, engage, and convert in 2024 and beyond.
Now it‘s your turn. Audit your existing product pages. Benchmark how you stack up against these best practices. Make a prioritized list of improvements you can implement this quarter.
Remember, you don‘t need a blockbuster budget or months of development time to make meaningful upgrades to your product pages. Start small, iterate frequently, and always keep your customer at the center of your strategy.
If you need help along the way, the HubSpot team is here for you. Schedule a free consultation with one of our product marketing experts to get personalized advice for your B2B product pages. Together, we can turn your product pages into your #1 selling tool.
