What Belongs on a Product Page

Imagine the shop conversation

In a physical shop, a customer picks something up and asks: how big is it, what is it made of, will it fit mine, how long does it last, what if it is wrong. Then they buy or they do not.

A product page has to answer all of that without anyone to ask. Most answer perhaps two, which is why shoppers open three tabs and buy from whichever one told them.

The structure that works

1. One line saying what it is and who it is for
2. Three to five bullet points of the things that matter most
3. Full specifications in a table, complete and accurate
4. What is in the box, explicitly
5. Delivery and returns, on the page rather than linked
6. Reviews, unedited

Specifications in a table are read far more than prose. Shoppers scan for the one number they care about, and prose hides it.

Supplier descriptions are a liability

Using the manufacturer's copy means your page is identical to every competitor's, which is bad for search visibility and worse for differentiation. It is also usually written to impress rather than to inform.

Rewriting it in your own words, with the detail your customers actually ask about, is one of the higher-return tasks available to a store with a modest catalogue.

Photography does the heaviest lifting

• The whole product on a plain background
• Detail shots of anything that indicates quality
• In use or in context, for scale and imagination
• Something familiar beside it, so size is obvious
• Any packaging or included accessories

Photographs taken properly on a phone in good light beat poor professional photography, and they beat supplier images comfortably.

Answer the objection on the page

Whatever the most common pre-sale question is, it belongs on the product page. If your inbox contains the same sizing question forty times, that question has cost you far more sales than it has generated emails.

Your support inbox is the best product page brief you will ever get, and it is free.

Frequently asked questions