B2B product sheet : the forgotten recipe.
The meteoric rise of information and communication technologies has revolutionized how businesses interact, negotiate, and close deals. In this digitalized environment, new skills are essential.
Among them, content writing is no longer just the mission of consumer marketing teams: it has become a strategic weapon in B2B. And at the heart of this strategy, one element plays a key role, too often relegated to the background: the product sheet.
Long perceived as a simple technical support, with a title, a reference, and a few raw characteristics, it now finds itself at the center of the digital buying journey.
A B2B product sheet can no longer simply exist: it must be clear, attractive, and enriched, capable of seducing the professional buyer while providing the precise information they need to make a decision quickly. It’s a digital showcase that must convince, reassure, and trigger action.
Yet, the reality of the French market is striking. According to Fevad, B2B e-commerce already weighs nearly 150 billion euros and continues to grow. In 2024, the sector even recorded a progression of +4%. But behind this dynamic lies a worrying paradox: nearly 80% of companies still neglect the optimization of their product sheets. This lack of care is a missed opportunity, because a well-written and SEO-optimized sheet can transform a simple visitor into a recurring customer.
A quick glance at a small sample of product pages is enough to understand the scale of the problem. Standardized catalogs, very minimalist descriptions, generic visuals… and a glaring absence of content strategy. Let’s remember: the B2B buyer compares several offers in just a few clicks. And in this sense, not investing in the quality of your sheets amounts to letting your competitors reap the fruits of your traffic. The product sheet is not a block of technical information: it’s your little extra that, when well thought out, can generate trust and accelerate the transition to purchase.
Design in service of conversion
In B2B e-commerce, the product sheet is the centerpiece. It’s what can transform a visitor into a customer. And in many cases, it replaces a salesperson’s face-to-face pitch. It must therefore combine both descriptive rigor and persuasive force.
Of course, its primary mission remains to deliver all essential information: dimensions, usage modes, power, compatibility, logistics conditions, delivery times, payment methods, return facilities. But it must also go much further. The professional buyer, who doesn’t have physical access to the product, relies on these details to visualize, understand, and project themselves into the actual use of the item. And in this sense, every piece of data, every image, every word has weight and counts.
The difference with B2C is striking. Where a consumer site polishes its product sheet like a showcase with real storytelling, B2B too often settles for a copy-paste of the manufacturer’s technical sheet. And the result is predictable: descriptions are impersonal, pages less attractive, customer service is saturated, and you miss sales opportunities against more differentiating competitors. Yet, professional buyers, whether they’re managers, project leaders, or directors, remain human. They want to be reassured, understand why this product is the best choice, and feel that they’re investing in a reliable solution that’s profitable and adapted to their constraints.
This is where copywriting applied to B2B comes in: the art of writing the maximum useful information in a minimum of words, while guiding reading and orienting decision-making. Unlike long-form content marketing, which relies on depth and narration, the product sheet requires condensed, clear, and punchy writing. It’s not limited to listing characteristics: it highlights differentiating assets, supported by compelling arguments, tangible proof, and, if possible, links to complementary resources like blog articles or demonstration videos of the product in question.
A well-designed B2B product sheet plays a dual role: it provides precise information and creates the desire to buy. According to Fevad, 77% of B2B buyers consider a complete product sheet a key criterion in their decision. In an environment where 78% of them start their research online before even contacting a supplier.
2 Methods to Help You Build Your Sheets
Writing a product sheet is an exercise in precision and persuasion. B2B buyers are decision-makers who consult your pages and don’t settle for a technical description: they want to be convinced, reassured, and guided in their purchase. Their decision process is longer, more complex, and often involves several stakeholders, from the buyer to the financial director.
The AICDA method is inspired by the classic AIDA (Attention, Interest, Desire, Action). Except AICDA adds a crucial step: Conviction.
In B2B, seduction is not enough. You must prove and reassure. And this conviction step aims to remove doubts. What are your guarantees, certifications, customer testimonials? Do you have video demonstrations? You must do everything to ensure the buyer is certain of taking no risk.
A buyer discovering a brand they don’t know will naturally look for tangible proof: concrete feedback, a real-world example, or a photo of a user with the product in a real environment. You must convince your users to become customers, because your product will be able to meet their specific needs. These elements are not anecdotal: they anchor your promise in the concrete world of your users.
The PAPA method allows you to structure your argument. You start with a brief reminder of your prospect’s Problem and their current pain: “Your skin is dull and dehydrated?” Then, you continue with the Advantages to project the reader into a near future, improved thanks to your product: “Imagine a professional treatment capable of transforming the skin from the first use“. The Proof is the moment that allows you to demonstrate that your solution works, with case studies, figures, or customer feedback. And finally, you encourage them to take Action, to move to the next step with quote requests, cart additions, free trials, and orders.
Our secret recipe for converting B2B product sheets
Transparency :
In a market where the B2B buyer cannot physically handle your product like a B2C buyer would, transparency becomes your best commercial argument. We’re not just talking about publishing some technical data: you need to be authentic, precise, and complete. An effective B2B product sheet must answer all questions before the customer even asks them, while remaining clear and reassuring.
Concretely, this starts with exhaustive presentation of characteristics: power, dimensions, materials used, certifications, price… This information must be highlighted in a structured and readable way, so the reader immediately understands if the product meets their need. But transparency doesn’t stop at technical data: you must also contextualize usage. For example, instead of a simple “Face cream“, you can write: “Formulated with organic aloe vera, jojoba oil, and vitamin E, this cream intensely nourishes while leaving skin soft and luminous. Fragrance-free, silicone-free, dermatologically tested. 50ml jar – Suitable for all skin types, including sensitive.” This precision in product composition transforms simple raw data into a concrete benefit for the customer, helping them project much more easily.
Transparency also applies to instructions for use, even for non-electronic products. For cosmetic brands, for example, you can go as far as detailing all application steps of the treatment, specifying suitable skin types and expected results. And in B2B, this can also translate to video tutorials, downloadable PDFs, or recommendations for complementary products directly linked from the sheet.
On the pricing front, opacity is one of the biggest barriers to purchase. Replace “price on request” with grids with volume tiers, an online configurator, or packaged offers. This allows your user to compare offers and proceed to purchase more quickly and simply. And if they need help with decision-making before purchasing, you could offer them a personalized demonstration, documentation, or an exchange with a salesperson from your team, for example. The idea is to guide, reassure, and orient your user to push them to place an order.
Content quality
If you’re convinced your product is good, who better than you to describe it with precision and conviction? Too often, B2B product sheets settle for copying generic descriptions provided by the manufacturer. Result: flat, interchangeable texts, incapable of standing out in a competitive environment.
In a context where millennials have introduced m-commerce and compare products from their office, home, or while traveling, offering impeccable and accessible content on all media is no longer an option. The quality of your product sheets determines not only the conversion rate, but also the time your prospects will stay on your site… and therefore, your sales.
Content quality isn’t limited to perfect spelling: it’s based on authenticity and richness of information. So avoid copy-pasting between your products and take time to write unique descriptions, adding a bit of feeling and enhancement. Your goal is not just to inform, but to create desire.
To maintain a high level of quality and homogeneity, a Product Information Management (PIM) software, like Akeneo, is a big plus. It allows you to centralize all data (technical details, references, visuals, videos, PDF documents) and structure your product base clearly. You then have harmonized, coherent, and complete sheets that facilitate information search and reduce customer service load by limiting the most recurring questions.
In B2B, quality also involves visuals. Here, images and videos aren’t decorative: they serve as proof. A professional buyer wants to see the product from all angles, in real usage conditions, and immediately understand if it corresponds to their constraints. For this, prioritize:
- High-definition photos, cut out, with zoom.
- Multi-angle shots to avoid shadow areas.
- Annotated technical diagrams for complex parts.
- Real-world situations (workshop, construction site, production line).
- Short videos showing the product in action.
Note that content quality also plays an important role in logistics and time-to-market. Thanks to Akeneo, for example, your team can access product sheets in real-time, modify, correct, or enrich visuals. You therefore have faster product launches, fewer errors, and much simpler updates across all your sales and communication channels.
Your proof and guarantees
In B2B, the purchase decision doesn’t rest solely on a product’s perceived quality, but on its performance and profitability. Your product sheet must therefore go beyond technical characteristics to translate benefits into concrete economic value.
For example, rather than settling for “anti-aging cream“, write “Fewer wrinkles, more radiance: in 28 days, skin appears visibly smoother and firmer, for a radiant face that lasts longer.” This type of quantified data transforms a technical argument into a clear and credible ROI promise.
Proof also comes through tangible trust signals:
- Official certifications (ISO, CE, NF…) that validate compliance and quality.
- Verified customer reviews, with company name and business sector.
- Detailed case studies, showing gains achieved by other customers.
- Extended warranties and precise after-sales service description to eliminate uncertainties.
The generic testimonial “very satisfied” isn’t enough for a B2B decision-maker. They need sector-specific and quantified official elements.
And to maximize the impact of your proof, your sheet presentation must be uniform and readable:
- Identical sections on all your sheets so buyers instantly find the info they’re looking for, regardless of the product consulted
- A technical characteristics presentation: power, dimensions, materials, compatibilities
- An explicit usage context, even for non-electronic products. For example, at Etat Pur, a NAOS group brand, each cosmetic treatment is accompanied by indications about product composition and usage
- Links to complementary products to increase average cart size and optimize internal SEO linking
The proof and guarantees you offer your customers are the key that will allow them to go from visitors to buyers.
Omnichannel: being everywhere, all the time
Today, the B2B buyer no longer purchases only from their office. They can consult your catalog during transport, from a professional trade show, or even comfortably installed on their couch. Continuity of the buying experience has become imperative: regardless of location, time, or device used, service must remain fluid, fast, and personalized.
This implies thinking omnichannel:
- A product sheet as clear and complete on mobile as on desktop
- Homogeneous access to information across all channels (website, mobile app, PDF catalog, showroom, etc.)
- Features adapted to each context: ability to save a product seen on mobile to finalize purchase from a computer
Omnichannel is also a strategic lever to be visible on Google, where your prospects often start their buying journey. An SEO-optimized B2B product sheet becomes a prospect magnet:
- A clear title with industry keywords
- A meta description that makes people want to click
- Structured Hn tags (H1 for product title, H2 for uses, H3 for technical details)
- A long description (300+ words) with your key expressions
- Optimized images with descriptive and up-to-date alt tags
- Structured data to enrich display in SERPs (price, reviews, availability)
According to Semrush, product sheets over 300 words are 2.3 times more likely to appear on Google’s first page than short, poorly structured descriptions.
The B2B product sheet is a digital salesperson available 24/7, who captures attention, reassures, and above all convinces a professional buyer to advance in their buying journey.
In a market where digital is now the norm and where competition is played out on Google as much as in the field, restoring the product sheet to its full power is no longer an option. Companies that have understood this invest in visuals that make sense, detailed and optimized content, and solid social proof.
It’s a high-ROI investment. In an environment where 22% of companies already practice dynamic pricing, the real question is no longer “Should we optimize our product sheets?” but rather “How quickly can we do it before our competitors overtake us?”
So, are your product sheets ready to transform your visitors into customers
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