Photo: free stock photography (Unsplash licence) — see imprint
Facts before adjectives
'Premium quality' means nothing to someone comparing tolerances. Lead with the number, the norm and the material. In B2B, the specification table is the sales pitch — everything else is decoration around it.
Answer the three blocking questions
Does it fit what I already own? When will it actually arrive? What is the return and warranty path? A buyer who cannot answer these will not order — no matter how good the photograph is.
Write from the support inbox
The best product copy already exists: it is in the emails your team sends answering the same question for the fortieth time. Move those answers onto the product page and watch both conversion and support load improve.
Do not copy the manufacturer
The manufacturer's text is on every competitor's site and adds no ranking and no reason to buy from you. What you know — how it performs in your customers' actual application — is what only you can write.
- Numbers, norms and materials come first.
- Answer fit, delivery and warranty on the page.
- Your support inbox is your best copywriter.
Frequently asked questions
Length is the wrong metric and chasing a word count is how filler gets written. Long enough to state the numbers, the norm and the material, and to answer whether it fits, when it arrives and what happens if it is wrong. If that takes four lines, write four. Padding to reach some target adds adjectives, and adjectives do not sell to an engineer.
You can, and it is doing nothing for you. That exact text sits on every competitor's page, so it gives a search engine no reason to prefer you and gives a buyer no reason to order here rather than there. The part worth writing is the part only you have: how it behaves in your customers' actual application.
It already exists — it is in your support inbox. Every time someone answers the same compatibility question for the fortieth time, they are writing product copy and mailing it to one person. Move those answers onto the product page. You get a page that says something nobody else can say, and your team stops writing that mail.
Check whether the page answers the three questions that block an order: does it fit what I already own, when will it actually arrive, and what is the return and warranty path if I get it wrong. A buyer who cannot answer those does not order — they email you, or they order somewhere that answered. No photograph fixes that.
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