How to Write a Biotech Product Page That Technical Buyers Trust

By Giuseppina Sannino, PhD

A biotech product page should help a reader decide whether the product is worth evaluating. It needs to explain what the product does, show the evidence behind its performance and make its limitations easy to find.

For reagents, assays and laboratory instruments, broad promises leave practical questions unanswered. “High sensitivity” says little without the method and sample type. “Fast results” leaves the reader wondering whether that includes sample preparation.

Answering those questions is where a useful product page begins.

Start with the application

Before writing the headline, identify the decision the reader needs to make. Are they choosing a reagent for an established protocol, evaluating an assay or considering an instrument that would change their workflow?

Open with the product category, its intended application and the relevant sample types. Then explain the practical benefit your evidence supports.

Compare these illustrative descriptions:

• “An innovative solution for advanced molecular workflows.”
• “An RNA extraction kit for cultured cells, compatible with downstream RT-qPCR.”

The second gives the reader something concrete to assess. It still needs supporting details, but it establishes what the product is for.

Avoid making readers work through your company’s history or technology platform before discovering whether the product fits their application.

Make performance claims checkable

A performance figure is useful only when the reader can understand what was measured.

Include the conditions relevant to the claim: sample type, input amount, method, instrument, number of samples or replicates, and important exclusions. Where relevant, report variability or uncertainty. For comparative claims, identify the comparator and explain whether testing conditions were comparable.

Different claims need different context:

Consider turnaround time. A short instrument run does not necessarily mean a short sample-to-result workflow. If extraction and preparation happen separately, say so. Distinguish the time needed for one sample from the time needed for a full batch.

Keep the measured result separate from its interpretation. Explain what the study showed, then describe what that finding may mean for the user. Do not extend a result from one tested sample type to others without supporting evidence.

Link to the relevant study, application note or performance report where available. Identify internal testing clearly, and check that any cited publication supports the particular product version and application being discussed.

Answer the questions that affect the buying decision

Give readers enough information to judge suitability before asking them to contact sales.

For diagnostic products, regulatory wording needs particular care. Research Use Only (RUO) is not diagnostic clearance. FDA guidance specifies that RUO-labelled products are not for use in diagnostic procedures. [1]

Likewise, “FDA” alone does not describe a product’s status. State the applicable designation accurately, such as FDA-cleared or FDA-approved where justified. FDA registration and listing do not themselves establish approval or clearance. [2]

For EU IVDs, identify the applicable conformity framework. Do not assume that every CE-marked IVD has completed conformity assessment under IVDR: eligible legacy devices may remain under transitional arrangements, subject to conditions. [3]

These distinctions concern diagnostic products. They should not be applied indiscriminately to every research reagent or laboratory instrument.

Explain why the product’s features matter

Scientific accuracy is essential, but a list of specifications can still leave readers asking why they should choose the product.

Connect a supported feature to a practical consequence. Compatibility with an instrument already used in the laboratory may reduce the need for additional equipment. A ready-to-use formulation may remove a preparation step. Explain that connection without promising savings or outcomes you have not demonstrated.

Be equally clear about trade-offs. If the product requires a particular instrument, has a restricted sample range or needs additional preparation, put that information where readers will see it.

For IVDs, accurate claims are also a regulatory concern. Article 7 of the IVDR prohibits misleading claims about intended purpose, safety and performance, including suggesting uses outside the intended purpose covered by conformity assessment. [4]

A writer needs access to the people who understand these details. Scientific, application, commercial and regulatory colleagues can help explain the buying decision, substantiate claims and identify wording that goes beyond the evidence.

Make the evidence easy to find

Keep the information needed for an initial decision on the page. Provide downloadable documents for the detail: protocols, instructions for use, application notes and full performance reports.

A reader should not have to download several PDFs to discover whether the product works with their sample type or instrument. Equally, a short web summary should not replace the detailed documentation needed for proper evaluation and use.

Researchers and procurement colleagues can share a product page when its sections are clearly organised. Technical readers may need performance data; procurement may need pack sizes, ordering information and supply details. Investor messaging usually serves a different purpose and belongs elsewhere.

Choose a primary next step that matches the product and buying stage. That might be requesting a sample, discussing an application or obtaining a quote. Keep technical documentation accessible for readers who are still evaluating.

Frequently asked questions

How long should a biotech product page be?

Long enough to explain suitability, evidence and the next step without unnecessary repetition. A familiar reagent may need less explanation than a new instrument platform. Use headings and tables to help readers find the detail they need. Google does not specify a preferred word count. [5]

Should the page include a comparison with competitors?

Include one when it helps readers make a meaningful decision and you can substantiate it. Identify the products or versions compared, explain the test conditions and avoid presenting results from separate studies as a head-to-head evaluation.

In the EU, comparative advertising must meet the conditions in Directive 2006/114/EC. These include avoiding misleading claims and objectively comparing relevant, verifiable characteristics of products serving the same needs or purpose. [6]

Who should write and review the page?

Choose a writer who can understand the product, question unsupported claims and explain its value clearly. Relevant technical specialists should review the evidence and application details. For regulated products, include regulatory review of intended-use statements, status descriptions and promotional claims.

Before you publish

Read the page as someone deciding whether to spend time evaluating the product. Can they identify its application, understand the evidence and see the main limitations without contacting you?

Then check the details: figure captions, document versions, ordering information, links and contact routes. Make sure every important claim has support and every next step leads somewhere useful.

Sources

1. FDA: Distribution of In Vitro Diagnostic Products Labeled for Research Use Only or Investigational Use Only
2. FDA: Are There “FDA Registered” or “FDA Certified” Medical Devices? How Do I Know What Is FDA Approved?
3. European Commission: IVD transitional provisions
4. Regulation (EU) 2017/746 on in vitro diagnostic medical devices, Article 7
5. Google Search Central: Creating helpful, reliable, people-first content
6. Directive 2006/114/EC concerning misleading and comparative advertising, Article 4

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