Copywriting for B2B and B2C product pages

Review your approach to writing product page content to encourage purchase

How will this Quick Win help me and my business?

Today, many online and offline purchases are informed by product pages as prospects compare propositions from different suppliers.

Since the propositions may be similar, the style, tone-of-voice, and quality of copy on these product pages is a really important factor in the decision-making process. So, to increase conversion, learning persuasive copywriting techniques is essential.

What will I learn?

This guide will help you to review your approach to writing product page content on both B2B and B2C websites. It will provide a list of actionable points to help you think about style and content, gaining attention and ultimately how to make customers to click ‘Buy’.

How is this Quick Win structured?

This Quick Win will look at the core principles of writing effective copy for use on website product pages. It will give specific examples for both B2B and B2C where relevant. You will learn how to:

• Structure your product pages to persuade purchase decision
• Compose strong product page headlines and subheadings
• Focus on drawing out product benefits
• Directly address concerns a customer may have
• Use and test strong calls-to-action
• Consolidate effective FAQs
• Include the right supporting information to assist the conversion

About the author

Rhian Harris

Rhian Harris has worked with brands of all shapes and sizes to plan, deliver and manage all aspects of their online marketing strategies since 2004. She now works as a freelance writer and blogger, regularly contributing content for Smart Insights as well as other well-known media outlets.