An ecommerce product page checklist for stores that want to sell.
The product page is where a visitor decides to buy or leave. This checklist covers the 24 things a product page needs, grouped into six parts: images, description, price and buying, trust, delivery and returns, and search and speed.
- A product page must answer every question a buyer would ask a shop assistant.
- Show the product clearly, say plainly what it costs and when it will arrive, and make buying easy.
- Fast loading and clear structure help both shoppers and search engines.
6 min readPublished By Domeq Solutions
What is a product page for?
A product page replaces the shop assistant. In a shop, a buyer can pick up the item, ask a question and see the price. Online, the page must do all three. Every unanswered question is a reason to leave.
The checklist works for any platform. The same checks apply on Shopify, WordPress with WooCommerce or a custom store, though how you meet each one differs. If you are still choosing a platform, read Shopify, WordPress or Next.js: which is right for your online store.
If a buyer has to guess, they will usually go elsewhere.
What should the images show?
Buyers cannot touch the product, so images carry the whole burden of proof. Show the item from several angles, in use and at a true sense of scale.
Four image checks.
- Several clear photographs from different angles, on a clean background
- At least one photograph of the product in use or in context
- A way to zoom, and images that stay sharp on a phone
- Compressed files with descriptive alt text so the page loads quickly
What should the description say?
A good description answers the practical questions first: what it is, what it is made of, what size it is and who it suits. Then add the story or benefits. Write it for a reader, not for a search engine, and make each product's text its own.
Five description checks.
- A clear product name that includes the words a buyer would search
- A short summary that states what the product is and who it is for
- Specifications such as size, material, weight and care, in a table or list
- Original text for each product, not copied from the supplier
- Answers to the most common questions, kept short
How should price and buying work?
The price should be visible without a search, and it should be the price the buyer will pay. Surprise charges at checkout are among the most common reasons for abandoned baskets. Keep the button obvious and the choices few.
Four price and buying checks.
- The price is clear, with any tax or discount shown honestly
- Options such as size and colour are easy to choose and show availability
- A single, clearly labelled add-to-basket button that stays visible on a phone
- Stock status is accurate, with a way to be told when an item returns
What builds trust on the page?
A buyer who has not met you needs signs that the shop is real and the product is as described. Real details do this better than badges.
Only show reviews, ratings and certifications that are genuine. Invented or copied ones are misleading, and in many places they break advertising rules.
Four trust checks.
- Genuine customer reviews, if you have them, shown with their dates
- Accepted payment methods and a secure checkout, clearly shown
- Contact details and a real way to ask a question before buying
- Links to the shop's policies and an about page that names the business
What should it say about delivery and returns?
Buyers worry about the delay and the risk. Answer both on the page itself rather than hiding them in a policy page they must hunt for.
Three delivery and returns checks.
- The delivery cost and the usual time are shown on the page or in the basket
- The returns and exchange terms are summarized in plain words, with a link to the full policy
- The page says where you deliver and whether cash on delivery is available
How do search and speed come into it?
A product page that is slow or unclear to search engines may never meet its buyer. Give each page a unique title and description, a clean address and structured product data that matches what is shown. For the wider method, see the on-page SEO checklist.
Four search and speed checks.
- A unique title, description and readable address for each product
- Product structured data (JSON-LD) that matches the visible price and availability
- Fast loading on a mobile connection, with no unneeded apps or scripts
- Related products and category links, so visitors and search engines can move around
Four product page mistakes to avoid.
Copying supplier text
The same words on many sites give a search engine no reason to prefer yours.
Hidden delivery costs
Finding extra charges at checkout is a common reason for leaving.
Slow, heavy images
Large uncompressed photographs slow the page and lose shoppers on phones.
No answer to common questions
If buyers must email to ask about size or returns, many will not.
Where can Domeq help?
Domeq builds online stores under E-commerce Website Development on Shopify, WordPress and Next.js. Every website is fully responsive and comes with a full SEO setup, with Google Search Console, Google Analytics and Meta connected. For brands growing their store, see D2C and e-commerce brands.
Not sure where your store stands today? Run it through the free website audit for a first read.
Questions, answered.
What should an ecommerce product page include?
Clear images, an accurate description with specifications, the price and options, an add-to-basket button, trust signals, delivery and returns information, and the technical basics that help the page load quickly and be found.
How many images should a product page have?
Enough to show the product fully: several angles, one in use and a way to zoom. The right number depends on the product, but a single image is rarely enough.
How long should a product description be?
Long enough to answer a buyer's questions and no longer. Lead with the practical facts, then add benefits and story. Write original text for each product.
Should I show delivery information on the product page?
Yes. Delivery cost, usual time and return terms are among the first things buyers look for. Show a summary on the page and link to the full policy.
Do product reviews help sales?
Genuine reviews help buyers trust a product and an unknown shop. Only publish real ones, and never write or buy reviews, which is misleading and may break advertising rules.
What is product structured data?
It is code, usually JSON-LD, that tells search engines the product's name, price, availability and reviews in a standard form. It must match what a shopper sees on the page.
Does the platform change what a product page needs?
The checks stay the same on every platform. Only the way you meet them changes, through themes, apps or custom code.
Keep reading.
More guides on the same topic, and on the ones around it.
- Ecommerce SEO Guide: How an Online Store Gets FoundAn ecommerce SEO guide to store structure, category and product pages, duplicate content, structured data and speed, plus the mistakes that hide products.E-commerce Website Development
- Shopify vs WordPress vs Next.js for Your Online StoreShopify, WordPress or Next.js for your online store? How the three differ, when each one fits and a simple way to decide.E-commerce Website Development
- Seven Website Design Myths That Cost Businesses EnquiriesSeven website design myths that cost businesses enquiries, from 'make the logo bigger' to 'people don't scroll', with what to do instead.UI/UX Design
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