How to showcase your product´s quality online to drive B2B traffic

16 March 2023

When purchasing a product, there is more often not enough information to be sure that it is the right product. Therefore, the task of quality presentation of your products online is to further explain to the potential client why he should buy this product, as well as to guarantee that it will suit him. And the more convincing and comprehensive the information is, the less the buyer will be left with doubts and questions, and the more incentive to buy.

If you are new to online presentation design, the best place to start is the B2B portal www.kompass.com, which hosts a database of 30 million companies from 60 countries and provides digital tools for data processing and professional B2B information presentation.

Any company can post information about itself; all you have to do is register on the site and list your business.

• With free listing you can add only one product post – our B2B platform is a great tool to master the art of digital corporate presentation.
• With priority listing there is no limit to the number of product posts you can have – Booster will serve as the advanced SEO and content solution to showcase your complete product portfolio and drive high quality B2B traffic to your site.

The importance of proper B2B digital presentation

Many people believe that the description plays a secondary role, as the customer primarily pays attention to the photos, price and main features of the product. There is a substantial element of truth in that. However, the importance of the above parameters does not reduce the role of description, which is required not only by the client, but also by search engines.

All elements of the product presentation must be of high quality, but not every company understands this. Sometimes the description is simply neglected or standard characteristics are cited. At the same time, search engine algorithms are designed the way so that pages with products, but without descriptions are almost not indexed – that is, they do not appear in search results. Accordingly, fewer potential buyers will find them. And the copied descriptions, not only are not useful, but can harm your web resource.

Bad description or its complete absence greatly reduces the number of potential sales. Let’s try to figure out how to make product descriptions truly qualitative, and thereby increase B2B traffic and sales.

1. Which products need descriptions

Before we talk about the principles of a good description, it should be made clear that not all products need one. Goods such as stationery, motor car spare parts, simple tools, or electronic components can be sold as successfully as possible by limiting the description to specifications and photos.

But in the case of selling, for example, home appliances or B2B services, a perfect description is necessary. The following are the most common categories of products and services for which descriptions are particularly important:

• appliances and electronics: TV sets, smartphones, audio systems – any complex equipment is used to be carefully studied before purchase;
• unique goods: luxury items, antiques;
• expensive foodstuffs;
• sophisticated tools;
• B2B services (transportation, legal advice, advertising).

2. The universal principle of creating product posts

When creating a product description, first of all, you should be guided by the desire to provide useful and comprehensive information for the potential customer. Whether it’s edible oil, a smartphone, a car or any other product, its description should always:

• give an explanation – why the product is needed and how to use it;
• indicate the advantages over similar products;
• have all the main characteristics: price, weight, composition;
• be oriented on target audience and written in its language;
• have content that confirms this information, i.e. links to existing customers, scanned certificates, etc.

3. How to make the product showcase original and interesting

For those who have never before been involved in making product posts, this case may seem quite simple. Mentioning some benefits, noting some characteristics, a little creativity and, voila, it’s done! But it’s only seems that way.

In fact, even experienced copywriters are not always able to immediately generate a decent post. But do not worry, we have prepared some tips that will help you direct your thoughts when creating product posts in the right direction.

More emotions

Emotional descriptions always have a better response compared to a dry statement of characteristics.

For example, compare matter-of-fact and emotional descriptions of coffee machines:

1. 3 coffee programs, the ability to select the level of the drink strength, automatic cappuccino maker  included.
2. Enjoy a freshly brewed cappuccino, latte or espresso – the automatic coffee machine will make your favorite coffee in seconds.

Which of these two descriptions is more interesting? The first is little more than a trivial listing of features, while the second draws an aromatic cup of coffee before your eyes.

Highlight what’s important

Most buyers don’t want to hunt for the necessary information—they want everything in one place, instantly. So don’t delay getting to the essence of your offer. The story behind coffee beans might be interesting, but in product posts, you need to be concise.

There’s no need to list countless advantages—everything should be clear in just a few sentences. The only exception might be complex technical products, but even their descriptions should be easy to read, using only terms your customers understand.

Below, you’ll find some structures we highly recommend considering when creating your product listings.

Always Adapt to the Product Type, but Follow This General Rule

Titles: What to Consider?

Follow this structure: {Brand Name} {Product Name} – {Machine Type, Main Advantage, or Purpose}

Example: Bosch MRF 180 – Efficient Air Conditioning Inverter

• The title should not exceed 60 characters.
• Use capitalization to highlight key words.

Meta Description: What to Keep in Mind?

Follow this structure:
{Brand Name} {Product Name} – {Machine Type. Main Advantage or Purpose. Product Description. Availability & Delivery}

Example: Bosch MRF 180 – An Efficient Air Conditioning Inverter for Professional Use, Resistant to Extreme Heat. In Stock. Fast and Reliable Worldwide Delivery.

• The description should not exceed 160 characters.
• Use capitalization to emphasize important words.

For wholesalers, you can add “Wholesale” at the beginning of both the title and meta description.

Speak the language of your target audience

Every target audience needs to speak its own language. If you are selling sparkling wines, toys, or confectionery, jokes and humor are appropriate in the description. But when you are selling expensive jewelry, some seriousness, grace, and elegance are required. The sales of industrial equipment and machine tools require some severity. Selling pharmaceuticals needs accuracy; computers- precision; smartphones and gadgets – creativity. The offer of transport services implies geographicality. And information technology should highlight competitiveness.

Use images and videos

Show, not tell. Visual content (high-quality photos and videos) are powerful tools for presenting your product.

Brands that use customized visual content have seven times higher conversion rates than those that do without. In addition, according to the latest statistics, 95% of B2B customers evaluate a company based on visual content

Use promotional offers

Promotional or bonus offers encourage customers to buy more and to make purchasing decisions faster.

The sense of urgency and the scarcity principle are proven tools to increase conversion rates.

Priority visibility within the Booster package allows you to generate promotional offers as often as you want. Besides, the promotional offer will not only appear in the company profile, but also be displayed on the portal homepage.

Optimize product posts for SEO

You will have a much better chance of selling your products if you SEO optimize your product posts to get more traffic:

• Optimize keywords or phrases for each product post.
• Use relevant, attractive and high-quality content (well-written product descriptions, demo videos, scanned catalogs).
• Create backlinks.

A well-presented product is an important part of successful B2B online sales. The buyer is only ready to make a decision when they have no questions left.

We hope that the tips presented in this article will help you when creating an effective digital presentation for your company. We are ready to help you in this. We wish everyone high conversions and profitable sales!

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