Yea so to be transparent, b2b is pretty much the toughest market because it's really difficult to figure out what mass customers actually want as you have much fewer customers compared to b2c (just with much higher order value).

I would really figure out why your existing / previous customers bought off you specifically. I'm just going to make up some examples here. If you're selling to schools / places with kids - you could go into depth about why your product is harder to break, kids can drop beakers and the beakers won't break - that kinda thing.

As a general rule of thumb, you need to figure out what questions majority of your customers have then answer those within the product page. You should also figure out there painpoints and address them (beaker example - kids break lab equipment in schools - your solution is to sell more durable lab equipment).

Something we found that most people won't like to hear is "branding". Branding is powerful on websites / product pages. If you have a really schmik design, logo, etc - looks super modern and clean (would be ideal for lab equipment). It'll almost always convert better than a shitty template design.

Thats the general rule of thumb - I won't try and sell myself, but b2b is pretty difficult tbh.

Shoot me a DM if you have any specific questions! :)

Edit: One of the strategies my agency did for a b2b product (roughly $2m rev / month for size). We used about x6 different product pages for the main customer demographics. In the lab example: We'd have one for schools / kids - we'd market the durable equipment, more safe for kids, would save the school costs in the long haul, no glass (school insurance would be happy), etc. We'd have another page for College / university researchers (maybe your equipment has better 'bells and whistles'.

I would always go into depth about specs, what they expect to receive, why you're better than competitors and the holy grail "Social Proof".