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.
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