Revenue Enablement
Product Page
Playbook #13 How To Make Great Product Pages
Playbook #13 How To Make Great Product Pages
Playbook #13 How To Make Great Product Pages
Most PMMs underestimate the power of their product page — but it’s often the #1 stop for high-intent buyers. This playbook shows you how to transform it from an overlooked webpage into your best-performing sales rep.
What’s inside:
✅ A section-by-section checklist for building product pages that convert ✅ Tips on messaging, storytelling, and design that earn trust fast
✅ Common pitfalls to avoid (like chasing vanity metrics)
✅ Real examples of what to include — from hero headlines to CTAs
✅ A simple 3-step process to write, wireframe, and launch
Introduction
What Are Product Pages, Really?
Product pages are one of your most valuable content assets as a PMM. It’s like a one-pager or a sales deck that buyers can access at any time (and they never get lost in an inbox)
They are often the most visited page on your website by high-intent visitors and when done right, they can literally sell your product for you.
A great product page explains what your product does, who it’s for, and why it matters — clearly and quickly. And they are cousins to pages like solutions overview, use-case, industry, etc.
I like product pages because your reader expects it to be all about the product so you can really talk about it. It’s like your best rep giving your best pitch… 24/7.
What Are Product Pages, Really?
Product pages are one of your most valuable content assets as a PMM. It’s like a one-pager or a sales deck that buyers can access at any time (and they never get lost in an inbox)
They are often the most visited page on your website by high-intent visitors and when done right, they can literally sell your product for you.
A great product page explains what your product does, who it’s for, and why it matters — clearly and quickly. And they are cousins to pages like solutions overview, use-case, industry, etc.
I like product pages because your reader expects it to be all about the product so you can really talk about it. It’s like your best rep giving your best pitch… 24/7.
What Are Product Pages, Really?
Product pages are one of your most valuable content assets as a PMM. It’s like a one-pager or a sales deck that buyers can access at any time (and they never get lost in an inbox)
They are often the most visited page on your website by high-intent visitors and when done right, they can literally sell your product for you.
A great product page explains what your product does, who it’s for, and why it matters — clearly and quickly. And they are cousins to pages like solutions overview, use-case, industry, etc.
I like product pages because your reader expects it to be all about the product so you can really talk about it. It’s like your best rep giving your best pitch… 24/7.
Meet the author
I’ve spent years leading product marketing at B2B startups ($1M–$50M ARR) and now help B2B orgs clarify their messaging and bring it to life on their most valuable asset (you guessed it) their website. Everything I share comes from testing, refining, and learning from people much smarter than me, trust me. And I’ve seen great results. If you’re reviewing, reworking, or writing a B2B SaaS product page, this playbook is going to help.
Meet the author
I’ve spent years leading product marketing at B2B startups ($1M–$50M ARR) and now help B2B orgs clarify their messaging and bring it to life on their most valuable asset (you guessed it) their website. Everything I share comes from testing, refining, and learning from people much smarter than me, trust me. And I’ve seen great results. If you’re reviewing, reworking, or writing a B2B SaaS product page, this playbook is going to help.
Meet the author
I’ve spent years leading product marketing at B2B startups ($1M–$50M ARR) and now help B2B orgs clarify their messaging and bring it to life on their most valuable asset (you guessed it) their website. Everything I share comes from testing, refining, and learning from people much smarter than me, trust me. And I’ve seen great results. If you’re reviewing, reworking, or writing a B2B SaaS product page, this playbook is going to help.
Why Product Pages Matter
I’ll never understand why, but product pages often get overlooked. Like don’t you want to sell more stuff?!
The homepage, the pricing page, and the demo request page get a ton of love (for good reason) but marketing teams will let product pages sit outdated for quarters on their site.
WHY?
Why Product Pages Matter
I’ll never understand why, but product pages often get overlooked. Like don’t you want to sell more stuff?!
The homepage, the pricing page, and the demo request page get a ton of love (for good reason) but marketing teams will let product pages sit outdated for quarters on their site.
WHY?
Why Product Pages Matter
I’ll never understand why, but product pages often get overlooked. Like don’t you want to sell more stuff?!
The homepage, the pricing page, and the demo request page get a ton of love (for good reason) but marketing teams will let product pages sit outdated for quarters on their site.
WHY?
🔥 Your product page is often the most visited page by high-intent traffic.
People who are actually shopping hit your homepage, then immediately click “Product” or “Solutions.”
If your product page doesn’t make sense… they’re gone.
Still, most pages get deprioritized in favor of one-pagers, decks, or random assets for sales.
Or they end up cluttered with technical jargon or stripped of substance entirely.
But a great product page can:
Sell your product for you
Build trust and clarity fast
Convert high-intent traffic into actual pipeline
This is why it’s worth getting right.
🔥 Your product page is often the most visited page by high-intent traffic.
People who are actually shopping hit your homepage, then immediately click “Product” or “Solutions.”
If your product page doesn’t make sense… they’re gone.
Still, most pages get deprioritized in favor of one-pagers, decks, or random assets for sales.
Or they end up cluttered with technical jargon or stripped of substance entirely.
But a great product page can:
Sell your product for you
Build trust and clarity fast
Convert high-intent traffic into actual pipeline
This is why it’s worth getting right.
🔥 Your product page is often the most visited page by high-intent traffic.
People who are actually shopping hit your homepage, then immediately click “Product” or “Solutions.”
If your product page doesn’t make sense… they’re gone.
Still, most pages get deprioritized in favor of one-pagers, decks, or random assets for sales.
Or they end up cluttered with technical jargon or stripped of substance entirely.
But a great product page can:
Sell your product for you
Build trust and clarity fast
Convert high-intent traffic into actual pipeline
This is why it’s worth getting right.
How to Tell If Your Page Is Working
Before you rewrite anything, let’s talk about what success looks like.
🔍 Defining what a successful page looks like
You’re not writing for views or time on page. You’re writing for clarity and conversion.
You want your reader to say:
“I get what this product does.”
“I can see how it might help me.”
“I want to try it or talk to someone.”
That’s the bar. No more or less.
📊 What to track
The metrics that actually matter:
Click-through on your CTA
Demo requests / signups from this page
Scroll depth (where do people stop reading?)
Bounce rate
Exit paths (do they go deeper into your site… or leave?)
🛠 Tools you can use
Hotjar or FullStory – heatmaps, scroll tracking, behavior recordings
GA4 or HubSpot – basic page-level conversion and exit rates
How to Tell If Your Page Is Working
Before you rewrite anything, let’s talk about what success looks like.
🔍 Defining what a successful page looks like
You’re not writing for views or time on page. You’re writing for clarity and conversion.
You want your reader to say:
“I get what this product does.”
“I can see how it might help me.”
“I want to try it or talk to someone.”
That’s the bar. No more or less.
📊 What to track
The metrics that actually matter:
Click-through on your CTA
Demo requests / signups from this page
Scroll depth (where do people stop reading?)
Bounce rate
Exit paths (do they go deeper into your site… or leave?)
🛠 Tools you can use
Hotjar or FullStory – heatmaps, scroll tracking, behavior recordings
GA4 or HubSpot – basic page-level conversion and exit rates
How to Tell If Your Page Is Working
Before you rewrite anything, let’s talk about what success looks like.
🔍 Defining what a successful page looks like
You’re not writing for views or time on page. You’re writing for clarity and conversion.
You want your reader to say:
“I get what this product does.”
“I can see how it might help me.”
“I want to try it or talk to someone.”
That’s the bar. No more or less.
📊 What to track
The metrics that actually matter:
Click-through on your CTA
Demo requests / signups from this page
Scroll depth (where do people stop reading?)
Bounce rate
Exit paths (do they go deeper into your site… or leave?)
🛠 Tools you can use
Hotjar or FullStory – heatmaps, scroll tracking, behavior recordings
GA4 or HubSpot – basic page-level conversion and exit rates
Pro tip: As a PMM, I’d stick with tools like this and not get too deep into the reporting weeds. Remember, we want to see if people resonate, click, and convert. Let Demand Gen do all the crazy attribution, identification, etc.
Pro tip: As a PMM, I’d stick with tools like this and not get too deep into the reporting weeds. Remember, we want to see if people resonate, click, and convert. Let Demand Gen do all the crazy attribution, identification, etc.
Pro tip: As a PMM, I’d stick with tools like this and not get too deep into the reporting weeds. Remember, we want to see if people resonate, click, and convert. Let Demand Gen do all the crazy attribution, identification, etc.
👥 Who to partner with
Demand Gen to track attribution and conversions
Product or Sales Ops to help pipe data into your CRM
Design/Web Team for page structure and A/B tests
Sales for anecdotal feedback (“people keep quoting this section…”)
👥 Who to partner with
Demand Gen to track attribution and conversions
Product or Sales Ops to help pipe data into your CRM
Design/Web Team for page structure and A/B tests
Sales for anecdotal feedback (“people keep quoting this section…”)
👥 Who to partner with
Demand Gen to track attribution and conversions
Product or Sales Ops to help pipe data into your CRM
Design/Web Team for page structure and A/B tests
Sales for anecdotal feedback (“people keep quoting this section…”)
A Few Warnings Before You Start Writing
1. Don’t copy-paste someone else’s page
I don’t care if you think some AI website is awesome… your product is different. Your buyer is different. And you are likely not the buyer (so what you think doesn’t matter as much as I wish it did)
Basically your product page should feel uniquely like your product.
One of the best parts about product pages is that you don’t need to follow a rigid format, this is actually a great place to be creative and try new things.
2. Write for your champion, not the economic buyer
Even if they don’t ultimately sign the check, your champion is the one reading your product page.
And just FYI, they’re looking for confidence and clarity — not an ROI calculator.
3. Don’t chase vanity metrics
This isn’t a blog post or a help center article. You’re here to convert.
4. Don’t forget: people skim before they read
Headlines matter most for a reason. Our little brains can only handle so much information at a time and we gravitate towards the bold stuff, the big stuff, and the stuff with lots of space around it.
A Few Warnings Before You Start Writing
1. Don’t copy-paste someone else’s page
I don’t care if you think some AI website is awesome… your product is different. Your buyer is different. And you are likely not the buyer (so what you think doesn’t matter as much as I wish it did)
Basically your product page should feel uniquely like your product.
One of the best parts about product pages is that you don’t need to follow a rigid format, this is actually a great place to be creative and try new things.
2. Write for your champion, not the economic buyer
Even if they don’t ultimately sign the check, your champion is the one reading your product page.
And just FYI, they’re looking for confidence and clarity — not an ROI calculator.
3. Don’t chase vanity metrics
This isn’t a blog post or a help center article. You’re here to convert.
4. Don’t forget: people skim before they read
Headlines matter most for a reason. Our little brains can only handle so much information at a time and we gravitate towards the bold stuff, the big stuff, and the stuff with lots of space around it.
A Few Warnings Before You Start Writing
1. Don’t copy-paste someone else’s page
I don’t care if you think some AI website is awesome… your product is different. Your buyer is different. And you are likely not the buyer (so what you think doesn’t matter as much as I wish it did)
Basically your product page should feel uniquely like your product.
One of the best parts about product pages is that you don’t need to follow a rigid format, this is actually a great place to be creative and try new things.
2. Write for your champion, not the economic buyer
Even if they don’t ultimately sign the check, your champion is the one reading your product page.
And just FYI, they’re looking for confidence and clarity — not an ROI calculator.
3. Don’t chase vanity metrics
This isn’t a blog post or a help center article. You’re here to convert.
4. Don’t forget: people skim before they read
Headlines matter most for a reason. Our little brains can only handle so much information at a time and we gravitate towards the bold stuff, the big stuff, and the stuff with lots of space around it.
This is why the words matter but if the design isn’t easy to read then you may as well be writing in a different language.
The Section-by-section Checklist
Let’s get into how to think about each section of your page. Hopefully you have design and dev help — so the focus here for a PMM is around storytelling, messaging, and structure.
Section 1: The Hero 👋
Goal: Make a strong first impression in under 3 seconds.
What You’re Solving For
Most product page visitors skim. The hero section is your shot to earn the scroll. You need to tell them:
What your product is
Who it’s for
Why they should care
What to Include
A Primer (category-level clarity: "Sales Enablement Software")
A Headline (10 words or less, clear > clever)
A Subheadline (speaks to the job/outcome)
A clear, action-oriented CTA
A real screenshot or product-specific visual
Your Hero Checklist
✅ Headline is crystal clear and concise
✅ Primer copy sets the right context
✅ Subhead names the job or problem solved
✅ Real UI or product visual is front and center
✅ CTA appears above the fold
✅ No fluff. No stock photos. Just clarity.
✅ Scanning this makes you want to keep scrolling
This is why the words matter but if the design isn’t easy to read then you may as well be writing in a different language.
The Section-by-section Checklist
Let’s get into how to think about each section of your page. Hopefully you have design and dev help — so the focus here for a PMM is around storytelling, messaging, and structure.
Section 1: The Hero 👋
Goal: Make a strong first impression in under 3 seconds.
What You’re Solving For
Most product page visitors skim. The hero section is your shot to earn the scroll. You need to tell them:
What your product is
Who it’s for
Why they should care
What to Include
A Primer (category-level clarity: "Sales Enablement Software")
A Headline (10 words or less, clear > clever)
A Subheadline (speaks to the job/outcome)
A clear, action-oriented CTA
A real screenshot or product-specific visual
Your Hero Checklist
✅ Headline is crystal clear and concise
✅ Primer copy sets the right context
✅ Subhead names the job or problem solved
✅ Real UI or product visual is front and center
✅ CTA appears above the fold
✅ No fluff. No stock photos. Just clarity.
✅ Scanning this makes you want to keep scrolling
This is why the words matter but if the design isn’t easy to read then you may as well be writing in a different language.
The Section-by-section Checklist
Let’s get into how to think about each section of your page. Hopefully you have design and dev help — so the focus here for a PMM is around storytelling, messaging, and structure.
Section 1: The Hero 👋
Goal: Make a strong first impression in under 3 seconds.
What You’re Solving For
Most product page visitors skim. The hero section is your shot to earn the scroll. You need to tell them:
What your product is
Who it’s for
Why they should care
What to Include
A Primer (category-level clarity: "Sales Enablement Software")
A Headline (10 words or less, clear > clever)
A Subheadline (speaks to the job/outcome)
A clear, action-oriented CTA
A real screenshot or product-specific visual
Your Hero Checklist
✅ Headline is crystal clear and concise
✅ Primer copy sets the right context
✅ Subhead names the job or problem solved
✅ Real UI or product visual is front and center
✅ CTA appears above the fold
✅ No fluff. No stock photos. Just clarity.
✅ Scanning this makes you want to keep scrolling
Section 2: Social Proof 💬
Goal: Build immediate trust with credible, relatable proof.
What You’re Solving For
Visitors wonder: "Does this work for people like me?"
Social proof answers that. But not all proof is equal. You want specific, relevant examples — not just logos for clout.
What to Include
Recognizable logos your ICP will relate to
Specific testimonials (ideally with numbers)
Outcome-driven customer quotes or stats
Faces and names, not just quotes in isolation
Your Social Proof Checklist
✅ Logos are impressive and relatable
✅ Testimonials highlight real outcomes, not just praise
✅ Numbers are used where possible
✅ Quotes sound like humans, not marketing teams
✅ You’re not leaning too hard on G2 badges
✅ Scanning this builds trust and invites curiosity
Section 2: Social Proof 💬
Goal: Build immediate trust with credible, relatable proof.
What You’re Solving For
Visitors wonder: "Does this work for people like me?"
Social proof answers that. But not all proof is equal. You want specific, relevant examples — not just logos for clout.
What to Include
Recognizable logos your ICP will relate to
Specific testimonials (ideally with numbers)
Outcome-driven customer quotes or stats
Faces and names, not just quotes in isolation
Your Social Proof Checklist
✅ Logos are impressive and relatable
✅ Testimonials highlight real outcomes, not just praise
✅ Numbers are used where possible
✅ Quotes sound like humans, not marketing teams
✅ You’re not leaning too hard on G2 badges
✅ Scanning this builds trust and invites curiosity
Section 2: Social Proof 💬
Goal: Build immediate trust with credible, relatable proof.
What You’re Solving For
Visitors wonder: "Does this work for people like me?"
Social proof answers that. But not all proof is equal. You want specific, relevant examples — not just logos for clout.
What to Include
Recognizable logos your ICP will relate to
Specific testimonials (ideally with numbers)
Outcome-driven customer quotes or stats
Faces and names, not just quotes in isolation
Your Social Proof Checklist
✅ Logos are impressive and relatable
✅ Testimonials highlight real outcomes, not just praise
✅ Numbers are used where possible
✅ Quotes sound like humans, not marketing teams
✅ You’re not leaning too hard on G2 badges
✅ Scanning this builds trust and invites curiosity
Section 3: The Problem 😩
Goal: Show your reader you get them.
What You’re Solving For
Great product pages don’t just shout features — they reflect your customer’s reality. Done well, this section makes the reader say, “Finally, someone gets it.”
What to Include
Clear articulation of a known pain
Emotionally resonant copy (not just functional language)
Customer-first framing (they are the hero, not you)
Your Problem Checklist
✅ Problem is obvious, specific, and painful
✅ Framed from the customer’s POV
✅ Emotional language shows empathy (e.g. “frustrating,” “wasted time”)
✅ Zero jargon
✅ This feels like it was written by someone who’s been in their shoes
Section 3: The Problem 😩
Goal: Show your reader you get them.
What You’re Solving For
Great product pages don’t just shout features — they reflect your customer’s reality. Done well, this section makes the reader say, “Finally, someone gets it.”
What to Include
Clear articulation of a known pain
Emotionally resonant copy (not just functional language)
Customer-first framing (they are the hero, not you)
Your Problem Checklist
✅ Problem is obvious, specific, and painful
✅ Framed from the customer’s POV
✅ Emotional language shows empathy (e.g. “frustrating,” “wasted time”)
✅ Zero jargon
✅ This feels like it was written by someone who’s been in their shoes
Section 3: The Problem 😩
Goal: Show your reader you get them.
What You’re Solving For
Great product pages don’t just shout features — they reflect your customer’s reality. Done well, this section makes the reader say, “Finally, someone gets it.”
What to Include
Clear articulation of a known pain
Emotionally resonant copy (not just functional language)
Customer-first framing (they are the hero, not you)
Your Problem Checklist
✅ Problem is obvious, specific, and painful
✅ Framed from the customer’s POV
✅ Emotional language shows empathy (e.g. “frustrating,” “wasted time”)
✅ Zero jargon
✅ This feels like it was written by someone who’s been in their shoes
Section 4: Features 🔧
Goal: Connect what your product does to what your customer needs.
What You’re Solving For
Features shouldn’t just be a list. This is your chance to map capabilities to customer outcomes — while showing off your differentiators.
What to Include
Prioritized, high-value features first
Visuals that highlight real UI
Simple, benefit-first descriptions
Differentiators (don’t waste space on table stakes)
Your Features Checklist
✅ Best features are at the top
✅ Each feature solves a real customer pain
✅ Clear, benefit-led descriptions (not just “what it does”)
✅ Real screenshots, with context
✅ Easy-to-scan layout (grid or bullets, no walls of text)
✅ The section is clear enough for anyone, compelling enough for your ICP
Section 4: Features 🔧
Goal: Connect what your product does to what your customer needs.
What You’re Solving For
Features shouldn’t just be a list. This is your chance to map capabilities to customer outcomes — while showing off your differentiators.
What to Include
Prioritized, high-value features first
Visuals that highlight real UI
Simple, benefit-first descriptions
Differentiators (don’t waste space on table stakes)
Your Features Checklist
✅ Best features are at the top
✅ Each feature solves a real customer pain
✅ Clear, benefit-led descriptions (not just “what it does”)
✅ Real screenshots, with context
✅ Easy-to-scan layout (grid or bullets, no walls of text)
✅ The section is clear enough for anyone, compelling enough for your ICP
Section 4: Features 🔧
Goal: Connect what your product does to what your customer needs.
What You’re Solving For
Features shouldn’t just be a list. This is your chance to map capabilities to customer outcomes — while showing off your differentiators.
What to Include
Prioritized, high-value features first
Visuals that highlight real UI
Simple, benefit-first descriptions
Differentiators (don’t waste space on table stakes)
Your Features Checklist
✅ Best features are at the top
✅ Each feature solves a real customer pain
✅ Clear, benefit-led descriptions (not just “what it does”)
✅ Real screenshots, with context
✅ Easy-to-scan layout (grid or bullets, no walls of text)
✅ The section is clear enough for anyone, compelling enough for your ICP
Section 5: “Show Me” 🎥
Goal: Let the product speak for itself.
What You’re Solving For
You can talk about features all day, but people want to see it. This is where you build confidence.
What to Include
Demo video, gif, or embedded interactive tour
Narrative-style walk-through (“You’re a ___, trying to do ___”)
Highlights of the most valuable or differentiated parts of the UI
Your “Show Me” Checklist
✅ Demo or video is present
✅ Storyline shows product solving a job
✅ Focus on use cases, not just clicking through the UI
✅ Real product visuals are used
✅ Builds confidence and momentum to act
Section 5: “Show Me” 🎥
Goal: Let the product speak for itself.
What You’re Solving For
You can talk about features all day, but people want to see it. This is where you build confidence.
What to Include
Demo video, gif, or embedded interactive tour
Narrative-style walk-through (“You’re a ___, trying to do ___”)
Highlights of the most valuable or differentiated parts of the UI
Your “Show Me” Checklist
✅ Demo or video is present
✅ Storyline shows product solving a job
✅ Focus on use cases, not just clicking through the UI
✅ Real product visuals are used
✅ Builds confidence and momentum to act
Section 5: “Show Me” 🎥
Goal: Let the product speak for itself.
What You’re Solving For
You can talk about features all day, but people want to see it. This is where you build confidence.
What to Include
Demo video, gif, or embedded interactive tour
Narrative-style walk-through (“You’re a ___, trying to do ___”)
Highlights of the most valuable or differentiated parts of the UI
Your “Show Me” Checklist
✅ Demo or video is present
✅ Storyline shows product solving a job
✅ Focus on use cases, not just clicking through the UI
✅ Real product visuals are used
✅ Builds confidence and momentum to act
Section 6: Use Cases 🧩
Goal: Help visitors see themselves using the product.
What You’re Solving For
Buyers want to know: “Does this actually work for someone like me?” Use cases make your product feel familiar, not abstract.
What to Include
Role- or industry-specific scenarios
Simple walkthroughs of how your product fits their day
Words your customer actually uses
Your Use Case Checklist
✅ Examples are specific and easy to relate to
✅ Uses your customer’s actual language
✅ Scenarios match common buyer questions or needs
✅ The page is starting to feel personal
Section 6: Use Cases 🧩
Goal: Help visitors see themselves using the product.
What You’re Solving For
Buyers want to know: “Does this actually work for someone like me?” Use cases make your product feel familiar, not abstract.
What to Include
Role- or industry-specific scenarios
Simple walkthroughs of how your product fits their day
Words your customer actually uses
Your Use Case Checklist
✅ Examples are specific and easy to relate to
✅ Uses your customer’s actual language
✅ Scenarios match common buyer questions or needs
✅ The page is starting to feel personal
Section 6: Use Cases 🧩
Goal: Help visitors see themselves using the product.
What You’re Solving For
Buyers want to know: “Does this actually work for someone like me?” Use cases make your product feel familiar, not abstract.
What to Include
Role- or industry-specific scenarios
Simple walkthroughs of how your product fits their day
Words your customer actually uses
Your Use Case Checklist
✅ Examples are specific and easy to relate to
✅ Uses your customer’s actual language
✅ Scenarios match common buyer questions or needs
✅ The page is starting to feel personal
Section 7: The CTA 🎯
Goal: Make it obvious what to do next — and why to do it now.
What You’re Solving For
You could build the best product page in the world, but if your CTA is weak, you lose the lead.
What to Include
Clear CTA copy (“Start free trial” > “Learn more”)
Multiple CTA placements (one per scroll-length, ideally)
Trust-building microcopy (e.g. “No credit card required”)
Your CTA Checklist
✅ CTA appears early and often
✅ Copy is clear, specific, and action-oriented
✅ Visitor knows what will happen after clicking
✅ CTA builds trust, not trickery
✅ It’s easy to take the next step
Section 7: The CTA 🎯
Goal: Make it obvious what to do next — and why to do it now.
What You’re Solving For
You could build the best product page in the world, but if your CTA is weak, you lose the lead.
What to Include
Clear CTA copy (“Start free trial” > “Learn more”)
Multiple CTA placements (one per scroll-length, ideally)
Trust-building microcopy (e.g. “No credit card required”)
Your CTA Checklist
✅ CTA appears early and often
✅ Copy is clear, specific, and action-oriented
✅ Visitor knows what will happen after clicking
✅ CTA builds trust, not trickery
✅ It’s easy to take the next step
Section 7: The CTA 🎯
Goal: Make it obvious what to do next — and why to do it now.
What You’re Solving For
You could build the best product page in the world, but if your CTA is weak, you lose the lead.
What to Include
Clear CTA copy (“Start free trial” > “Learn more”)
Multiple CTA placements (one per scroll-length, ideally)
Trust-building microcopy (e.g. “No credit card required”)
Your CTA Checklist
✅ CTA appears early and often
✅ Copy is clear, specific, and action-oriented
✅ Visitor knows what will happen after clicking
✅ CTA builds trust, not trickery
✅ It’s easy to take the next step
How to Write the Page (The 3 Step Process)
So now you’re ready to write. This is my go-to process for writing or rewriting a product page.
1. Nail Your Product-Level Messaging
Start here. Don’t write a word of your page until you’ve clarified:
What your product is
Who it’s for
What makes it different
What jobs it helps with
How to Write the Page (The 3 Step Process)
So now you’re ready to write. This is my go-to process for writing or rewriting a product page.
1. Nail Your Product-Level Messaging
Start here. Don’t write a word of your page until you’ve clarified:
What your product is
Who it’s for
What makes it different
What jobs it helps with
How to Write the Page (The 3 Step Process)
So now you’re ready to write. This is my go-to process for writing or rewriting a product page.
1. Nail Your Product-Level Messaging
Start here. Don’t write a word of your page until you’ve clarified:
What your product is
Who it’s for
What makes it different
What jobs it helps with
2. Build a Wireframe
I honestly just do this in a Google Doc but if you’re a Figma wiz that’s cool too.
Lay out each section (Hero, Problem, Features, etc.), sketch where visuals might go, and write the copy.
This helps you:
Focus on content before visuals
Collaborate easily with stakeholders
Iterate without messing with design
3. Build the Page
Time to get it live.
Work with your designer and web team to build the layout
QA everything — copy, links, scroll experience
Push it live
2. Build a Wireframe
I honestly just do this in a Google Doc but if you’re a Figma wiz that’s cool too.
Lay out each section (Hero, Problem, Features, etc.), sketch where visuals might go, and write the copy.
This helps you:
Focus on content before visuals
Collaborate easily with stakeholders
Iterate without messing with design
3. Build the Page
Time to get it live.
Work with your designer and web team to build the layout
QA everything — copy, links, scroll experience
Push it live
2. Build a Wireframe
I honestly just do this in a Google Doc but if you’re a Figma wiz that’s cool too.
Lay out each section (Hero, Problem, Features, etc.), sketch where visuals might go, and write the copy.
This helps you:
Focus on content before visuals
Collaborate easily with stakeholders
Iterate without messing with design
3. Build the Page
Time to get it live.
Work with your designer and web team to build the layout
QA everything — copy, links, scroll experience
Push it live
Pro tip: Revisit this page quarterly. Keep iterating based on performance and customer feedback.
Pro tip: Revisit this page quarterly. Keep iterating based on performance and customer feedback.
Pro tip: Revisit this page quarterly. Keep iterating based on performance and customer feedback.
Conclusion
If you take nothing else from this playbook, remember:
Clarity beats cleverness.
Write for your champion, not the CFO.
When it doubt: show, don’t just tell.
Keep testing and improving — product pages are never truly “done.”
Do this well, and your product page becomes more than a stale website. It can become your best rep — pitching the right story to the right person, every time they visit your url.
Conclusion
If you take nothing else from this playbook, remember:
Clarity beats cleverness.
Write for your champion, not the CFO.
When it doubt: show, don’t just tell.
Keep testing and improving — product pages are never truly “done.”
Do this well, and your product page becomes more than a stale website. It can become your best rep — pitching the right story to the right person, every time they visit your url.
Conclusion
If you take nothing else from this playbook, remember:
Clarity beats cleverness.
Write for your champion, not the CFO.
When it doubt: show, don’t just tell.
Keep testing and improving — product pages are never truly “done.”
Do this well, and your product page becomes more than a stale website. It can become your best rep — pitching the right story to the right person, every time they visit your url.
Resources
Resources
Resources
Meet the author
I’ve spent years leading product marketing at B2B startups ($1M–$50M ARR) and now help B2B orgs clarify their messaging and bring it to life on their most valuable asset (you guessed it) their website. Everything I share comes from testing, refining, and learning from people much smarter than me, trust me. And I’ve seen great results. If you’re reviewing, reworking, or writing a B2B SaaS product page, this playbook is going to help.
Meet the author
I’ve spent years leading product marketing at B2B startups ($1M–$50M ARR) and now help B2B orgs clarify their messaging and bring it to life on their most valuable asset (you guessed it) their website. Everything I share comes from testing, refining, and learning from people much smarter than me, trust me. And I’ve seen great results. If you’re reviewing, reworking, or writing a B2B SaaS product page, this playbook is going to help.
Meet the author
I’ve spent years leading product marketing at B2B startups ($1M–$50M ARR) and now help B2B orgs clarify their messaging and bring it to life on their most valuable asset (you guessed it) their website. Everything I share comes from testing, refining, and learning from people much smarter than me, trust me. And I’ve seen great results. If you’re reviewing, reworking, or writing a B2B SaaS product page, this playbook is going to help.
Copyright © 2024 Productive PMM Inc.
Copyright © 2024 Productive PMM Inc.
Copyright © 2024 Productive PMM Inc.