5 ways to spice up your content when you have a ‘boring’ product

Chris Scott

‘How do I make this sound exciting?’

As a marketer working in certain utilitarian or B2B service industries, that’s probably a question you’ve often asked yourself when tasked with pulling together sales copy. You know that unfortunately, on the face of it, that air conditioning unit, drain cleaning solution, or manufacturing audit you are trying to sell is well… quite boring.

But that doesn’t mean the person you are selling to is.

To some, a card payment solution might sound as dull as dishwater, but to a young entrepreneur who’s just opened their first coffee shop in Shoreditch – it is everything.

It’s their dreams realised, it’s the gateway to earning. It’s a means of transferring cash from a customers’ pocket directly into their business, allowing them to flourish. How exciting is that?!

We love stepping into an audience’s shoes like that, and in doing so, that ‘boring’ product comes alive – and so will your sales copy.

Whatever you’re selling, you need to be ready to blow your customer’s mind as soon as they have a problem your service can solve. Your product pages need to be ready to be found, ready to answer every question, exceed all expectations and of course, ready to help customers convert. Here’s how!

Make sure you’re found in the right place at the right time, by the right person

You want your product pages to rank for terms which are so relevant to your target audience’s needs, that your product cannot possibly be described as boring. By targeting the right searches, you’ll find the most receptive audiences.

To identify these searches, you’ll need to conduct some intent-based keyword research. If you don’t have the resource in-house to focus on this, our content and SEO teams can help you out. Or, if you fancy giving it a go yourself, here are some simple steps you can take to make a start:

Once you have your target keywords, you’ll need to structure your page to target those terms and compete for organic visibility. Include the following:

Headers: These will go in order of importance and should include your target keywords and questions (the next section explains how to find these FAQs).

A standfirst: This short summary of the product will reassure the person who has landed on your page that they are in the right place.

An introduction: This may include a longer summary of the types of products or services within a category or an introduction to the service itself.

Main body copy: This should include related keywords and succinctly answer each header question.

Call to action: where do we want the customer to go or what action do we want them to take next, such as filling in a contact form.

For example, here’s our revamp of G4S’s card machine payments page:

G4S Pay page revamp

Stand out from the competition

The competitive landscape for B2B, niche and ‘boring’ products and services can often be a rather neglected wilderness, full of dry, corporate jargon and thin product content. But the people buying these products have very real problems, desires and needs which are crying out for your attention, ideas and expert support. This is why we find putting ourselves in the shoes of the customer so helpful.

If you’d like to try some competitor analysis from the audience’s perspective, try this:

By going beyond your industry’s ‘best practices’ and crafting something more personal with your real human audience in mind, your product and service pages will really stand out.

Answer all those burning questions

We all know how frustrating it can be to hunt around for information when you have a very specific problem. For those searching, your so-called ‘boring’ product and expertise could well hold the key to some sweet problem-solving satisfaction. Nothing boring about that.

That’s why in our content strategies, we always recommend going the extra mile to find and answer any and all questions your potential customer may have at this stage of the purchase funnel.

The simplest way to do this is as follows:

Event Security People Also Ask search

Tip – click on the bottom arrow to reveal more results, or use this guide to pull the questions at scale.

Present useful information the most useful format

Our ultimate goal is to provide what I’d call ‘exceedingly useful’ content, no matter what the topic. We want to produce the kind of stuff that makes you stop in your tracks and applaud.

One way to make content exceedingly useful is to provide it in a number of different formats. A bullet point list, a subtitled video, an animated diagram – a good choice of format can bring your product or service to life for the customer and illustrate all the exciting benefits on offer. It doesn’t have to be complicated, it just needs to be the most suitable format to educate the reader. For example, we created this simple diagram to explain how easy the G4S Cash Delivery process is:

Cash delivery explained graphic

Make the page as long as it needs to be

As a rule of thumb, consider this: the more relevant content you can get onto your page, the better. Relevant being the operative word here – don’t add content for content’s sake. This rule keeps both search engines and real people happy:

People: the more relevant information your page contains, the more educated and informed they will be, and therefore the more comfortable they will feel about proceeding.

Search engines: search engines love rich content that provides thorough answers to popular questions.


So, there you have it, hopefully that little list has given you some food for thought and put you in the mood to spice up your so-called boring product pages.

At Builtvisible, we’ve helped countless brands bring their services to life via on page copy and creative. Read the full G4S case study and see how we helped them increase their share of search with some simple but highly effective content work.

You can also read more about our approach here, or contact us today to see how we can help!

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