How to write a Shopify product page that answers every question

A good Shopify product page answers a buyer’s questions before they have to ask them: what it is, what it does for them, what it looks like in use, what it costs to ship and what happens if it does not work out. If a question stays open, the visitor leaves.

The title

Say what the product is, in the words a buyer would use, then add what distinguishes it: material, size or use. “Silver cross necklace” is better than a brand-only name, which nobody searches for.

The photos

Show the product alone, then in use, then in detail. People cannot touch what they buy online, so photos carry that job. Add descriptive alt text to each one, which also helps Google understand them.

The first lines

Start with the benefit, not the history of the brand. In one or two sentences, say who the product is for and what it changes. Most visitors will not read further on a phone, so everything essential goes here.

The details, in dropdowns

Dropdowns keep the page short without hiding information. A useful set for most products:

• Dimensions: measurements, with a comparison when it helps.
• Materials and care: what it is made of and how to look after it.
• Shipping: delivery times and costs, by region.
• Returns: the time limit and who pays for the return.

Keep this content in the page itself, not loaded after a click, so that Google can read it as well.

Facts only

Never invent an ingredient, a delivery time or a review to make the page look complete. If you do not know a detail, leave it out or ask your supplier. For health, safety or financial claims, Google’s bar for accuracy is even higher.

Mistakes to avoid

• Copying the supplier’s description word for word.
• Variants without a photo of their own.
• A price that differs from the one in your ads or collection pages.
• Shipping costs that only appear at checkout.
• A page that only works well on a computer. Check it on a phone first.

Doing this for every product

One good page takes time. Twenty take days. Forgefont writes a dedicated page for each product from what you tell us, with a dedicated template and dropdowns on every plan. Prices, SKUs and stock are copied exactly. See what each plan includes.