17 Ways To Communicate Product Value And Elevate Conversion Rates

When it comes to building brand recognition and the credibility of your products and services among current and prospective customers, careful communication in the delivery of your messaging is just as crucial as the intended call to action and the channel of placement.

Creating a user-friendly, interactive web experience is also likely to keep visitors engaged longer on the page. Below, 17 Forbes Business Development Council members each offer additional communications strategies to help business developers market their products and increase conversion rates on their business websites and other social media platforms.

1. Matching Your Brand's Solution With A CTA

Use clear value messaging with tailored calls to action (CTAs), highlight exactly how your product solves a specific pain point and match that with a platform-specific CTA to guide the user journey and boost conversions. - Andrew Faridani, BreezeMaxWeb

2. Expressing Added Value Using Demos, Not Jargon

Show, don’t tell. In a world where software is constantly evolving, the last thing a prospect needs is excessive jargon. The best way to show what you offer is through an accessible and straightforward demonstration of your capabilities. Whether that takes on the form of a virtual product tour or a demo video, concise communication will always be more effective at turning prospects into customers. - Susana Cabrera, Parsec Automation

3. Understanding Who Your Target Audience Is

First, know where your customers come from. Is it direct, email, social or in-person? Focus on quality over quantity. Then, align messaging across platforms with an authentic and consistent voice that positions your company as an expert. Use a multichannel approach—website, social, marketing—to build awareness, position your brand as a leader and present your products as the solutions customers need. - Amanda Cioletti, Informa Markets

4. Applying A 'Progressive Reveal'

A strategy that worked wonders for me is "Progressive Reveal" marketing: Tease, reveal behind-the-scenes and demonstrate value prelaunch. Launching a blitz with offers could boost conversion rates. Post-launch, engage users. Optimize conversions with clear CTAs and A/B tests, personalize content and ensure a mobile-first design. This builds hype and trust and effectively drives sales. - Anoop Anthore, Cadalys Inc.

5. Exposing Your Brand Wins And Challenges In Public

“Building in public” complements traditional marketing (SEO, email, ads) as AI is changing search habits. By sharing authentic updates about product development, learnings and challenges, you build trust with potential customers. This transparency helps your brand stand out in a crowded market and forms genuine connections that convert to sales. - Vipin Thomas, SparrowGenie

6. Educating Your Current And Prospective Customers

I’d recommend educational storytelling to market product development and boost conversion rates. Create compelling blogs, videos and webinars to clarify your product’s value. Engage communities through AMAs on X, YouTube, Facebook and other social platforms to build trust. Use incentive campaigns to drive reach growth and engagement, which will enhance conversions across your websites and platforms. - Tomer Warschauer Nuni, PRIM3 Capital

7. Telling Stories About The People Behind Your Brand

It's essential to tell stories about people, not about a product's features. Why is a product going to change someone's life or make things better? When people can see their situations improve, that's when they connect with a brand or company's products. - Wayne Elsey, The Funds2Orgs Group

8. Creating An Immersive Customer Experience

Engagement sparks interest, and experience seals the deal. Use story-driven micro-conversions like interactive quizzes, ROI calculators and guided demos to create an immersive experience. Each step should pull them deeper into your product’s benefits, turning engagement into trust and trust into conversion. When customers experience value firsthand, commitment becomes effortless. - Praneeth Kudithipudi, Sacumen

9. Repurposing Your Content And Tracking Key Metrics

Diversify your content marketing to address customer pain points, promote case studies and educational resources and highlight key partnerships and news. Recycle content on social media platforms, personalized emails, press releases and your website to drive engagement. Track key metrics, analyze for improvements and refine strategies to optimize communications. - William DeCourcy, AmeriLife

10. Remaining Honest About Your Brand's Capabilities

Make sure your audience understands why your products and services are necessary. Don’t lie or exaggerate. Instead, address the client’s pain points and strategic needs. That’s how you’ll drive traffic to your landing pages. Honesty and value equal success. - Dima Raketa, Reputation House

11. Explaining The 'Why' Behind Your Product And Its Purpose

Leverage success stories to showcase the “why?” behind your product, its purpose and the transformation it enables. Highlight real-world impact with tangible outcomes and value, not just features. Use customer testimonials, case studies and before-and-after scenarios to create an emotional connection and build trust. This positions your product as a proven solution, increasing conversions. - Anna Jankowska, RTB House

12. Tailoring Brand Messaging And Content Usage

If your audience doesn’t immediately see how your product fits into their world, you’ve already lost them, whether you're targeting B2B or B2C. Communicate through their lens, not yours. Don’t cram every use case onto one generic landing page. Tailor messaging, visuals and user journeys to speak directly to what each audience values. Relevance drives clarity, and clarity drives conversion. - Alexander Masters, MBA, BIDA, Siemens

13. Providing An FAQ Page To Address Customer Concerns

With more than 76% of business development professionals reporting that customers use AI to help them not only search but also select suppliers, you need to start publishing content that answers questions they’d normally talk to one of your representatives about. Those FAQs and customer objections tables are AI liquid gold pointing back to your website. - Barry Reicherter,Scale Free Strategy

14. Turning Customer Reviews Into Video Testimonial Clips

I like the idea of taking real user reviews and turning them into short, simple video clips or voiceover reels with captions. These honest, everyday experiences connect with people way more than polished marketing copy ever could. - Bryce Welker, The CPA Exam Guy

15. Conducting A/B Testing To Create The Right Formula

Authenticity, customer stories and a personalized approach are all strong proponents for higher conversion rates, but it is also dependent on your customer and market type. Therefore, A/B testing and trial and error are necessary components to figure out the right formula. There may be seasonality and sales cycle stages that should also be factored in. - Mustansir Paliwala, Zomara Group

16. Creating A User-Friendly Experience

Highlight your product’s unique selling points and key differentiators to clearly convey its value and how it stands out from competitors. Hyper-personalize your marketing to resonate with individual customer needs, using data insights to craft targeted messages. Incorporate loyalty to boost commitment and engagement. Ensure your platforms are visually appealing, seamless and user-friendly to enhance conversion rates. - Ali Faizan Rizvi, Mint Gateway

17. Highlighting Your BTS Process

I’ve found that sharing authentic customer success stories and behind-the-scenes innovation updates creates trust and credibility. When people see real impact and progress, they engage more, and that directly boosts conversions across platforms. - Rahul Saluja, Cognizant