Product pages are often the most important landing pages on your website. Users searching for a specific item will expect to find product pages across organic and paid search results.

Your product pages need to provide the right amount of information for users and search engines. Product pages also get leads from Google Shopping results, so it’s important to get them right. Too much, and the key information will be lost to users. Too little and they won’t be found at all.

Here’s a checklist to help get your product pages up to scratch to perform well in search.

Product Descriptions

All good product descriptions should clearly and concisely explain what the product does, and its benefits over competitors.

Product descriptions should be written for customers first of all.

• Use language familiar to your target customers: no jargon!
• Write with a clear tone of voice, persuasive wording and appropriate length.
• Use bullet points to avoid lengthy paragraphs.
• Include helpful information such as materials used, age restrictions or care instructions.

Descriptions that do this and demonstrate the clear value of your products will be a vital tool for leading your customers through the sales funnel.

As well as writing for potential customers, product copy should target the most relevant keywords that users are searching in Google. Search engine crawlers determine what a product page is trying to sell by scanning and reading the content. If you haven’t included the key terms that most consumers use in your copy and headings, you could be missing out on a lot of search traffic.

• Keywords should be included naturally into the content, and not stuffed in just for the sake of SEO.
• Anticipating alternative phrasing and user questions about your product can help build visibility for a wide range of key terms.

Product descriptions should also be unique for every product. Duplicated content can be a significant issue for SEO and should be avoided when possible, especially for large eCommerce websites.

Product Specifications & Information

Online customers are lazy. When viewing a product page, we want all the information we need up front. Having to click through to other pages to find the details is off-putting. Keep product page content as thorough as possible, with all the information clear and in one place.

Make sure you include:

• Prices
• Shipping costs
• Product size or dimensions
• Colour options
• Technical information

Including as much relevant information as possible is always useful to the customer as they can understand the product completely by viewing one page. This will encourage them to click ‘Add to Basket’ rather than view other options.

Strong product descriptions can influence someone’s decision to buy.

Product Images and Videos

Product imagery is the first thing a customer will notice on a product page. Make sure your products’ images look clear, desirable and as high quality as possible.

75% online shoppers have said that product images directly affect their purchasing decisions, so it’s vital to get it right.

Every image should be as high quality as possible while still staying under image size guidelines. Images that are stretched or grainy will instantly send red flags to potential customers, making your site look illegitimate.

Ensure the images are true to the colour of the product. Many people return products because they don’t look how they expected them to, particularly when the products are clothing, footwear or home decor.

A number of images showing your product from different angles is a benefit. It lends authority to your brand, and is especially important for products that appeal because of the aesthetics. Having multiple images for each product variation is also a great way to show your customers exactly what they are buying and increase engagement with the page.

You can also make image helpful, and answer questions your customer may have about a product. Showing products in use, having the ability to zoom in on the image and highlighting features are great ways to level up your product images.

Use image alt text correctly, with a description of the image. This helps users with visual disabilities understand the image, as screen-reader technology reads out the alt text. Search engine crawlers also read descriptive alt text to understand what the page is about, which will help your product page rank for relevant search terms.

Videos are another useful tool for eCommerce sites. Including videos on your product pages offers users a much deeper understanding of a product than a simple image. A video can include voice-over and in-depth product demonstrations. This can be a powerful way of showing why a customer should purchase the product and giving them confidence in what they are buying.

Product Reviews

Social proof is a powerful tool within eCommerce. Seeing what someone else thought of a product can be one of the main things that helps a user decide on making a purchase, and most people check reviews before buying online.

Reviews immediately make your future customers feel much more confident. Display reviews clearly on your product page to increase conversions and get more people to buy your products.

If you need help creating the best product pages possible, get in touch with eSterling. We are experts in eCommerce web design and digital marketing and have the knowledge and tools to help you create product pages that get users to click that buy button!