The product or service pages on your B2B website play a pivotal role in generating new business. In short, they educate the user and get them to take the next action.

Sounds simple. But why do so many companies struggle to get them right?

Some rely too heavily on generic templates. Others overwhelm prospects with jargon rather than addressing their specific pain points.

This guide is designed to build product and service pages that not only educate and engage prospects, but ones that convert them into a new lead.

This will give your company the confidence to ramp up your sales and marketing activity.

For example, the sales team doing cold outreach or picking up the phone, and then a prospect Googles you. Or, post-conference where a prospect visits your website after meeting you at your booth.

You can confidently send traffic to your website, knowing the user will see a well-written page that appeals to them.

In this guide, I focus on practical, proven strategies. You can implement the work yourself, even with limited resources.

We dive into 3 key sections:

• Step 01. Research methods that reveal how buyers evaluate your product or service
• Step 02. On-page elements that serve both educational and conversion purposes
• Step 03. Measurement and optimisation to help you continuously improve results

By the end of this guide, you’ll have the tools to create your own high-converting pages.

First, let’s learn how to gather the insights that will inform the design of your product and service pages.