How to write your first product one-pager [Free template]

As a B2B SaaS company, any marketing material you create is crucial to selling your service. From nurturing customers to lead generation, one-pagers are a great form of sales enablement content used in your buyer's journey. Here are some useful B2B content marketing tips for your content team to adopt as well as a business one-pager template for your content team to write in a fast and scalable way.

Why should B2B SaaS companies utilize one-pagers?

First impressions are everything, and a one-pager is a great way to deliver a first impression that lasts for your product or services. A one-pager is a one-paged document that summarizes your business products or services in a clear and succinct way. And for B2B companies who haven’t taken advantage of one-pagers, you’re missing out on a critical marketing asset that you can create quickly and easily.

The objective of your one pager should tie into your B2B SaaS content marketing strategy, specifically to educate your customer, create brand awareness and nurturing your contacts as a middle-of-funnel content. Think of it as a poster or flyer in today’s digital age.

Here are some examples of different uses for one-pagers for your B2B SaaS company:

Sales pitches to potential investors
Product and or service guides for your sales team to distribute to prospects, partners and clients

So what are the key benefits of a one-pager?

Three benefits of a B2B One-Pager

Here are some of the benefits you and your audiences gain by utilizing one-pagers to position and market your B2B company’s products or services:

Quick, easy communication

Time is an incredibly important asset to your customers and business. Not everyone has the time to read through a 20-page business proposal, so it’s a great way to capture the most pertinent points of your business’s product or services.

Control your company’s narrative

It’s easy to fall into the trap of over communicating your services. A one-pager is a great way to gain clarity and focus on your business, as well as the journey it’s gone through to create that solution.

Grab and focus attention

Your prospects see hundreds of one-pagers all the time. So make sure your one-pager has all the right information and design work connected to your brand style guide.

Content marketing tips to consider for writing a one-pager

Content and design play a pivotal role when creating a compelling one-pager. It will require buy-in and alignment from your marketing and sales teams, but let’s not forget the final approval from your executive team.

And remember, when brainstorming for the solution or product one-pager that there is a difference between the two. While a solution comprises of multiple products that solve for your costumes pains, your product is the foundational blocks for that solution.

Ask yourself these questions as you brainstorm one-pager content ideas with your marketing and sales team:

Target Audience

What market are you targeting?
Which ideal customer persona (ICP) are you catering for and why?

Pain points and challenges your solution or product addresses

What issues or challenges our solutions or service is going to solve?
Why should we address these challenges now?
What customer pain-points are we solving for?
Which value proposition pillar(s) are we communicating?

Solution

Why is your solution worth investing in?
How will your solution improve the lives of its users?
How is it different from others?

Product or service overview

What are your product/service’s core features, and what are the benefits of each feature?

Summarize these benefits into easily digestible content to keep your audiences engaged.

Company overview

Who are we?
What do we do best?
Why does our company exist?
What metrics can we leverage to provide further proof of our services?
What social proof can we include that relates to this service or product?

What to include in your one-pager

As previously mentioned, content and design is crucial in creating a compelling one-pager. The more appealing it is to your target audience, the more ROI you’ll receive through lead generation. It’s all about capturing your ICP’s attention and keeping these prospects engaged as they read your content.

Here are some example of what you can include in a one-pager:

Illustrations, icons and images
Easy-to-understand diagrams
Data and metrics relevant to your product or service
Short quotes from satisfied customers
Your call to action (Contact information or next steps)

It’s crucial to get the right balance between text and images in your one pager. If your sections are too long, you’ll lose your prospect’s interest quickly. If you have too many images or illustrations, you’ll also confuse your prospects. Just as you would cook up a meal, it’s all about having the right balance of ingredients to cook up a delicious and unforgettable meal.

Can my one-pager be more than a page?

As a rule of thumb one-pages should be just be a single page. Use your best judgment and do your best to fit it in one page, but if it doesn’t, limit yourself to two pages at the most.

Download your business one-pager template

Whether you’re a one-pager pro or just starting out, you’ll find that creating one-pagers gets easier over time. To make this process easier for you and your team, download Kalungi’s free one-pager template for you and your design or content teams. This will help you streamline the content creation process, and make sure you’re including the most important information.

Please note: this one-pager template is designed for copywriters to use, before transferring it to the design team. Your design team can use this as a baseline for all relevant information for the one-pager itself.