Understanding your audience
Know your target customers first
Before diving into writing, you need to know exactly who you're writing for. In B2B, you’re not talking to the average consumer but rather businesses that need solutions. These buyers are often driven by logic and need specific details to make informed decisions. They’ll be looking for specs, benefits, and how the product can solve their problems.
For example, if you're selling machinery, your audience might include procurement officers or operations managers who want to know exactly how your machine will improve efficiency. Use clear, no-nonsense language that answers their questions upfront.
How to speak their language
Not all businesses are the same, and neither should your product descriptions be. Tailoring your language to suit your specific buyer is key. A software company might appreciate technical jargon, while a food supplier might prefer simpler, more direct language. It’s about mirroring their tone, so they feel understood.
Focus on solutions, not just features
Highlight the benefits over the features
One common mistake in B2B product descriptions is focusing too much on features. While specs are important, businesses are ultimately buying solutions, not just products. They want to know how this product will make their work easier, more efficient, or cost-effective. Always tie the features back to the benefits.
For instance, if you’re selling cloud storage solutions, don’t just talk about the storage capacity. Explain how the additional space reduces the need for on-site hardware and cuts down on maintenance costs. Businesses want to know the bottom line.
The 'so what?' test
Why every feature must matter to your buyer
Every time you list a feature, ask yourself, "So what?" This simple but powerful question forces you to think about how the feature directly benefits your buyer. The key here is to go beyond just stating what the product has and focus on what the product does for your audience. If the answer to “so what?” isn’t clear, you’re not effectively showcasing the value of the feature.
For example, let’s say your product is made of high-grade materials. At first glance, that’s just a fact about the product’s composition. But simply stating that it’s “made of high-grade materials” doesn’t explain why that matters to the buyer. This is where the 'so what?' test comes in. The real benefit of those materials could be that they make the product more durable, meaning it will last longer, remain reliable under heavy use, and reduce the likelihood of frequent replacements. For businesses, that translates into cost savings and fewer interruptions to operations.
Turning features into benefits
Imagine you’re selling industrial-grade machinery. One of the features could be its high torque capacity. Instead of just listing "high torque capacity" as a feature, you need to answer, "So what?" In this case, the benefit might be that it allows the machine to operate at peak efficiency even under heavy loads. That means businesses will see better performance, fewer breakdowns, and reduced downtime—all things that directly affect their bottom line.
By applying the 'so what?' test, you turn vague or technical features into clear benefits that are meaningful to the buyer. This shift from simply listing what your product is to explaining what your product does allows potential buyers to understand how your product solves their problems. In a B2B context, where logic and efficiency are key drivers, showing how a feature saves time, reduces costs, or improves workflow will resonate more strongly than just stating the feature itself.
Applying the 'so what?' test across different industries
The 'so what?' test applies across all sectors in B2B e-commerce, from software to hardware, and even services. Let’s look at another example—if you're selling cybersecurity software, a feature might be its “real-time threat detection.” While that sounds impressive, it's the benefits that matter to your B2B buyer. So, apply the test: “So what?” The benefit is that real-time detection allows companies to address security breaches instantly, reducing the potential damage to their data and operations. This, in turn, protects the business's reputation and reduces costly recovery efforts.
Now the buyer can easily connect the dots between the feature and its impact on their business—something they can justify when making purchasing decisions.
Breaking down the 'so what?' test step by step
- List the features – Start by listing out the technical features or specifications of your product. This could include anything from the materials used, its dimensions, software capabilities, or specific functionalities.
- Ask “So what?” – For each feature, ask yourself why it’s relevant. What does it do for the buyer? Think about how that feature fits into the day-to-day operations of a business and why it should matter to them.
- Answer with a benefit – Your answer should explain a tangible outcome. If your product is faster, explain how that speed leads to greater efficiency. If it’s durable, explain how it lowers costs over time. Always tie the feature to something that benefits the buyer directly.
- Highlight the business value – Go a step further and consider the broader impact of the benefit. How does it affect the buyer’s profitability, efficiency, or overall success? Make sure this connection is clear so that businesses can see the value beyond the immediate purchase.
For example, a feature like “easy integration with existing systems” might seem small at first glance, but the benefit is significant: it reduces the time and cost involved in implementation, helping the business get up and running faster, with fewer technical hurdles. The business value here is efficiency and cost savings, which are both compelling reasons to invest in your product.
Keep descriptions simple and clear
Remove the fluff
In B2B e-commerce, buyers want clarity, not marketing fluff. Avoid buzzwords that don’t add value. Phrases like “cutting-edge” or “innovative” are vague and can often confuse or turn off a busy buyer. Instead, be direct about what the product does and how it helps. Simplicity should always win over fancy wording.
Use simple sentence structure
Complex sentences and long-winded explanations can lose the reader. Use shorter sentences and clear structures to make your descriptions more digestible. For example, rather than saying: “Our state-of-the-art cloud platform offers unparalleled scalability options,” simplify it to: “Our platform grows with your business, offering scalable solutions as you expand.”
SEO in B2B product desctiption
Keywords matter – but so does readability
SEO is essential in B2B e-commerce, but it shouldn’t come at the expense of good writing. Stuffing keywords into your descriptions can make them sound robotic. Instead, aim for natural placement. Think about how your buyers search. Include industry-specific terms, but keep the flow smooth.
For example, if you sell office supplies, think about keywords such as “bulk office supplies,” “wholesale stationery,” and “corporate office solutions.” These can be worked into your product descriptions, but in a way that feels organic.
Balance is key
Avoid keyword stuffing by keeping a balance between SEO and readability. Instead of repeating the same phrase, think about related terms your buyers might use. For example, “office furniture” could be varied with “office desks,” “corporate seating,” or “business furniture solutions.” This gives search engines more variety while keeping your content engaging.
Descriptions for complex products
Make it easy to digest
In B2B, many products are highly technical. Explaining them in a way that’s both informative and easy to understand is essential. Break down complex information using bullet points, short paragraphs, or headings to make the description more digestible.
For instance, if you’re selling industrial equipment, avoid cramming all the technical details into one massive block of text. Use bullet points to list specifications and then a brief paragraph explaining how those specs translate into real-world benefits.
Use visuals to assist
Sometimes, a picture really is worth a thousand words. In B2B e-commerce, clear, high-quality images, diagrams, and videos can be invaluable in explaining complex products. If you can show how the product works through a demo video or detailed infographic, it can save your buyer a lot of reading.
Testimonials and case studies
Let your customers do the talking
One of the best ways to convince B2B buyers is through testimonials and case studies. Product descriptions don’t always have to come directly from you. Sometimes, letting your previous clients talk about their experiences can have a bigger impact.
For example, if you sell logistics software, a testimonial from a satisfied customer who improved their supply chain efficiency by 30% will carry more weight than any feature list you could write.
Case studies add weight
Including case studies or real-world examples where your product has made a tangible difference can help convince potential buyers. This is especially useful for high-ticket items, where businesses might be hesitant to commit without seeing proof that it works.
Make your description scannable
Use formatting to your advantage
Most B2B buyers won’t take the time to read a product description in detail. They’re often busy, making decisions quickly, and scanning for key information that will help them decide whether the product suits their business needs. To make this process easier, use formatting techniques such as bold text, bullet points, and clear headings to highlight the most important aspects of the description.
Begin by emphasising the key benefits of the product using bold text so that they are immediately noticeable. Use bullet points to clearly list technical specifications or features, allowing buyers to absorb the information without feeling overwhelmed by large paragraphs. Dividing the content into sections with headings not only improves readability but also helps your buyer find the information that’s most relevant to them.
Additionally, maintain consistent formatting throughout your product descriptions. Whether you’re listing features or providing detailed information on use cases, clear and organised formatting makes the description easier to follow, ultimately improving the user experience and increasing the likelihood of conversions. This structured approach ensures that even buyers who are short on time can quickly gather the most relevant details and make an informed decision.
Add a call to action
Tell them what to do next
A good product description doesn’t just inform—it guides the buyer towards the next step. Whether it’s adding the product to their cart, requesting a demo, or getting a quote, make sure you include a clear call to action (CTA).
For example, you could finish the description with something like: “Ready to optimise your office with our corporate furniture solutions? Contact us today for a personalised quote.”
Don’t forget the technical specifications
Businesses need specific details
While you should focus on the benefits, don’t forget that B2B buyers need to know the specs too. Include a clear section detailing all the technical information they’ll need to make an informed decision. This could include dimensions, capacity, materials used, and warranty details.
The golden rule – specifications first
Place the technical specifications near the top, especially for highly technical products. This way, businesses who are ready to make a decision can quickly find what they need without scrolling through paragraphs of text.
Final tips to remember
Keep the tone professional yet friendly
In B2B e-commerce, you want to strike a balance between professionalism and friendliness. You’re speaking to businesses, but at the end of the day, it’s still a human making the decision. Keep the tone approachable without being too casual.
Optimise for mobile
More and more B2B buyers are browsing from their mobile devices. Make sure your product descriptions are mobile-friendly. Use short paragraphs, and clear headings, and avoid long sentences that can be hard to read on a small screen.
Always include shipping and warranty info
Finally, B2B buyers want to know the full details before committing. Always include information on shipping times, costs, and warranty details where applicable. This helps avoid any surprises later down the line and builds trust with your buyers.
Transform your product descriptions into sales drivers
Creating effective B2B product descriptions isn’t just about listing features—it’s about telling the story of how your product solves real business challenges. By following these guidelines, you’ll turn your descriptions into powerful tools that not only inform but also persuade. The result? Increased engagement, more conversions, and happier customers.
Ready to take your product descriptions to the next level? Contact us today, and let’s start crafting descriptions that work for your business.
