With government shutdowns and fears of being out in public, more stores than ever have an online presence. Reaching new customers and keeping them engaged is challenging. The No. 1 focus for your e-commerce website should be your product pages. Think of them like your digital showroom. 

Experts estimate global e-commerce sales will hit $5 trillion by 2021. There are some huge online retailers raking in a large portion of revenue, which means there’s still plenty of room for growth in this arena. The key to siphoning people away from business giants such as Amazon and Walmart is great customer service and better product descriptions. 

Putting your focus on product page design is beneficial to your online store. Here are some of our top do’s and don’ts for exceptional product pages. 

Product Page Do’s

People can’t visit your store in person, so they have to make up their minds with your online information. Buyers can’t hold or touch your products, so you have to overcome a few limitations. If you want your product pages to stand out from your competitors, there are a few rules of thumb to keep in mind. 

1. Do: Share Minor Details

Many e-commerce stores regurgitate the main details of a product as shared by the manufacturer. If the user goes to any site for the same item, they’ll see a similar description. Unfortunately, this may overlook small factors the user wants to know, and it comes off as dry and uncaring.

Start by trying the product yourself. How does it work? What is the sizing like? How does the material feel? What is the color closest to? Think about any tips you can offer or things that will help the user decide if its the right thing for them.


Method takes the time to write a creative product description of its grapefruit-scented dish soap. There are dozens of options on the market, but when you read how this one smells, it makes you want to purchase it immediately. It puts the focus on more than just the functionality of the product. It cleans dishes, but it is so much more. Plus, it’s eco-friendly. 

2. Do: Take Amazing Photos

The main drawback of online shopping is that the user can’t view it from multiple angles. To make up for the limitations of virtual displays, you must create an experience for the buyer that simulates being there in person. The photographs you take are one of the only elements shoppers have to help them decide which product they want to purchase. 

Consider adding a 360-degree video to highlight the product from every side, top and bottom. At a minimum, take a fantastic photograph that speaks to the user and shows the details they most need to know. Hire a professional for pictures, if necessary. 

Maine Lobster Now offers vivid images of the different options for ordering live lobsters. Each choice is on a plate with garnish as though ready to serve, showing the user what the final product might look like. It also features images of additional items it carries, such as seaweed. 

3. Do: Highlight Benefits

Think about what makes your items stand out from what competitors carry. What is the unique value proposition (UVP) of each thing you sell? Describe the features and then explain why that is a benefit to the user.

Weber highlights each of its products, giving the facts about what the grill provides. In the example above, the specifications lay out the features, but the written description explains the benefits, such as fitting into small spaces and hosting convenient side tables. 

Don’ts of Product Pages

Just as there are some clear do’s when it comes to creating amazing product descriptions, there are some things you should avoid. 

1. Don’t: Lose Your Focus

Put yourself in the shoes of your typical customer. They come to your site because they need what you offer. They want information or an easy way to reorder the item. Think through each link on your product page, each call to action and how many steps a user must take once they’ve decided to buy. Know the purpose of your page and point every element toward that goal. 

2. Don’t: Use Manufacturer Descriptions

You can certainly pull some of your information from the descriptions manufacturers provide, but you must go further if you want to capture users’ imaginations. Think about how people use the item and explain the benefits of it from their perspective. Does it save them time or make their lives better in some way? Find ways to appeal to emotions. 

3. Don’t: Forget the Power of Reviews

People are more likely to listen to what a peer says about a product than what a store states. Adding online reviews to your site offers a third-party perspective and lends trust to what you’re already saying. If you comment that the product is better made than other models out there, and the reviews from buyers say the same thing, people are likely to believe it and give it a try. 

Study Successful Stores

Pay attention to what successful e-commerce stores do in the way of product descriptions. You can learn a lot from your competition and even from digital retailers who sell in a completely different category. When you’re shopping online, take note of anything that jumps out and grabs your attention, so you can repeat the effort in your own work.