Websites 101: The “Products” Page

When a visitor enters your website, scans around, and clicks on the products page, you ought to have it well designed to improve the chances of them staying. Let’s talk about building catchy and effective product pages. This is part of our how-to series in building a website from scratch. As a bonus, we’ve also included techniques on how to create a stunning individual product page that increases the chances of making a sale.

Before You Begin

Brand Identity - PERC
Brand Identity – PERC

Before you design your products page, there are things that you should already know:

  • Brand identity: To help provide a consistent user experience and establish long-term relationships with your customers, determining your brand identity is crucial. Determine what your core brand values are. Know what makes you stand out from competition. Decide the tone of voice that you will use for your brand. Is your brand identity proper and professional? Or do you want to give it a youthful and fresh vibe?

Incorporate your brand identity in your products pages. The design, writing tone, and style should reflect your brand. Your brand identity will make designing the products page simpler but more effective.

  • Target audience: Knowing your target audience is also an important part of developing your website. When you know your target audience, you can easily choose suitable models for your products. This will also help you write effective product descriptions — by writing in a language that your target audience can identify with.
  • Colors: The colors that you use across your website should be consistent. If you choose a certain color combination in your home page, these colors should be reflected in other pages of your website including the products page. Sticking to a color scheme is beneficial especially when designing labels, headings, and CTA buttons.

What To Include

The products page on your website displays information about what your business has to offer. Thus, it’s crucial to give this page attention and make it captivating enough to encourage users to purchase a product.

Here are the elements that should be included in your products page:

  • List of products: Being the heart of this page, it’s essential to have this page updated to avoid giving visitors misinformation. Ensure that all the products displayed are available or in stock.
  • Brief product descriptions: You can’t just list the products you have without labelling them. Include sufficient information for every product listed to let customers know exactly what they’re getting should they purchase.
  • Product photos or videos: Adding photos or videos to your product descriptions and listings will improve customer interest. Strong visuals are usually more successful at getting attention compared to plain text. Pictures or videos are also excellent ways to highlight your products’ features.
  • Prices: Don’t make it difficult for your visitors to figure out how much the product costs. Clearly indicate the price of each product. If your product is offered at a discount, make sure to highlight this price reduction in the listings.
  • Benefits: Many consumers like to know what’s in store for them if they avail of a product. Thus, adding the benefits of getting your products is another way to entice customers.
  • Contact info: Make sure that you include contact information if customers have questions about your products.
  • Call to action: Include a CTA button that will take your guests to the next step. After they’ve seen your products, what’s the next thing to do? Usually, after adding a product to their cart, the next step is to check them out. Thus, include a prominent check out button on the page.

Products Page Best Practices

Now that you know what to include in your products page, here are the best practices to keep in mind.

Make it Clean and Organized

This page should give your visitors a clear idea of what your website has to offer. Design the products page so that it’s scannable and clean. Ensure that users can navigate on the page easily and it attractively highlights your offers.

Organize the products in a way that makes sense. For example:

If you’re a footwear retailer, you can organize the products into categories such as slip-ons, sneakers, wedges, or heels. It’s also helpful to provide options in searching for products and arranging them by size, color, or price.

If you are offering real estate properties, you may also organize them into relevant categories such as residential or commercial. Provide also options to arrange products within a category such as area or number of rooms available.

JustFab has great product pages for their shoes and clothing lines.

Create Separate Product Pages

If you have plenty of information for each product you have, consider making a separate product page for each one. This way, you can add more detailed information for every product you have. Display only an overview for each product, which will lead the user to a separate page containing more detailed information about it. This way, the user can quickly see what your products are and decide which ones they want more information.

Use Simple Terms

Your visitors are there on your website to see if you have what they’re looking for, not to read some fancy writing. If they find some unfamiliar technical words, they’re more likely to leave. Write the descriptions in an easy-to-understand language that your target audience can identify with.

Make Clear Product Descriptions

Your product page should include product descriptions that effectively convey the major selling points and benefits. Keep the product descriptions short and remember these tips:

  • Present the most important benefits.
  • Pinpoint the features that facilitate these benefits.
  • Answer relevant questions that customers may have about the product.
  • Present the unique characteristics.
  • Add a link to the specific product page.

In the product page, you can then elaborate on the product descriptions to include other details.

Take Advantage of Visuals

Take Advantage of Visuals - PERC
Take Advantage of Visuals – PERC

Even if you have separate pages for each product, adding photos of your product on the products page is still essential. Aside from attracting visitors to click on the product-specific pages, adding pictures is also an effective way to optimize your products page for search engines.

Enhance for Search

Using simple language not only makes your visitors stay on your website, it also improves search engine indexing of your website. The products page can rank well for relevant searches if you make use of specific keywords for your location and products. Ensure that you use keywords in different parts of the page such as image captions, headings, subheadings, and titles.

Bonus: Creating a Stunning Product-Specific Page

Now that you’re done making your products page, it’s time to create a page for each product you’re offering. As promised, here are some things to remember in creating a well-designed product-specific page.

A More Detailed Product Description

Product Description - PERC
Product Description – PERC

The heart of the individual product page is a well-crafted product description that clearly describes what the product is and why the visitor should buy it. Here are some helpful tips:

  • Get straight to the point.
  • Avoid being too salesy.
  • Provide all relevant information to make a confident purchase.

For example, if you’re selling shoes, you should provide information including the available sizes, sizing guide, color options, materials information, and care guide.

Another example is how Hyundai has made choosing a car simpler online. Check out this product page they have.

Add More Product Images

Add More Product Images - PERC
Add More Product Images – PERC

One thing about shopping online is that you can’t touch or feel the product you’re looking at. This means that they heavily rely on the given pictures to help them decide if they’ll buy or not.

Use a gallery of high-resolution images. Some consumers like to zoom in on the product images to see the details, so take time to add as many as you need.

Provide different angles; let customers know what the item looks like from the top, bottom, left side, or right. If you’re selling clothing, it’s best to show how the item looks like on different-sized individuals or from different angles.

Consider Adding Product Videos

Consider Adding Product Videos - PERC
Consider Adding Product Videos – PERC

Including a video on the individual product page is helpful for products that have the reputation of being difficult to use. If you want to show the different features of a product, a video should be very beneficial. Many say that videos can improve conversions significantly.


Add credibility to your website by including reviews or testimonials from people who have purchased your products. Reviews are also known to improve conversion. Most consumers check reviews before buying and having them on your product page is beneficial.

An example of this is how Amazon makes it easier for consumers to check what other buyers think about the products.

Main Takeaways

The products page is a vital part of your website. Like with the rest of your pages, the products page must reflect your brand identity to resonate easily with your target audience. Ensure that your product pages contain clear and concise descriptions of the products you’re offering. Add a clear image of each product, price, benefits, contact information, and call-to-action. It’s also best to talk about the individual item in a separate product page using the best practices provided.

Need more help? Work with our experienced digital marketing and website design team to help grow your online presence. Contact us today!


Xavier Berkness

Xavier Berkness is the President of PERC, a renowned Digital Marketing Company. With an impressive career spanning over two decades since 1996, Xavier has earned a reputation as a leader in the field of digital marketing. He has leveraged his deep understanding and expertise in building websites to author a highly-regarded book, 'Mastering On-Page Optimization - The Secret Sauce of an SEO System.' Xavier's impactful contributions to the industry have been recognized in a Star Tribune feature, where he was hailed as a 'Mover and Shaker.' Outside the professional realm, Xavier is a nature lover who cherishes time spent near the ocean. He continues to fuel his passion for digital marketing, relentlessly seeking new knowledge and strategies every day. His combination of professional prowess and personal charm make Xavier a trusted authority in the digital marketing industry.