Product Pages That Sell: Structure and Copy

The doubts a shopper has

Read your customer questions and returns reasons for a month and the doubts write themselves. For clothing it is fit and fabric; for electronics it is compatibility; for furniture it is dimensions and delivery; for consumables it is quantity and ingredients. A product page that puts a poetic description first and the dimensions in a collapsed tab has answered the question nobody asked and hidden the one everyone asks. The fix is structural, not creative: decide the doubt order for each category and lay the page out in that sequence.

Images and video that answer questions

A shopper cannot pick the product up, so the images have to do it for them. A clean product shot answers what it looks like; the rest of the gallery should answer how big it is, how it is used, what it is made of and what comes in the box. A short video of the product being handled does more than five extra photos. Every image needs descriptive alt text, both for accessibility and for Google image search, and needs to be compressed so the gallery does not slow the page on a phone.

• One clean shot on a neutral background for the listing and the first gallery slot.
• One in-context shot with a person or a familiar object for scale.
• Close-ups of material, seams, ports or controls, whatever the returns reasons point at.
• A size or dimension graphic, drawn on the product, not only a table.
• A short video for anything that moves, folds, fits or fastens.

Descriptions written for scanning

Nobody reads a product page top to bottom. Structure the text in three layers: a summary of two lines that says what the product is and who it is for; a bullet list of the facts that decide the purchase, such as dimensions, material, capacity, compatibility and care; and a longer description for the minority who want it. Write the facts in the customer's words, using the terms they search for, and keep manufacturer marketing language out. If you sell in Swedish and English, write both natively rather than machine-translating one from the other; a translated size guide is where mistakes end up as returns.

Delivery, returns and price clarity

The buy button is where the last doubts crowd in, so the answers must sit beside it. Show the price including VAT for consumers, with any previous price presented according to the 30-day rule for sale prices. Show the delivery time to a Swedish address and the shipping cost or the free-shipping threshold. State the return rule in one line: the fourteen-day right of withdrawal under distance selling law is the minimum, and if you offer more, say so here, because generous returns remove the final doubt for the hesitant. If an item is out of stock, say when it is expected or offer a back-in-stock notification rather than a dead button.

Reviews and questions

Reviews answer the doubt no brand can answer for itself: is it as good as they say? They only work if they are credible, and since EU consumer rules were tightened, you must be able to show that reviews come from people who bought the product and must not hide negative ones. A questions-and-answers section is the underused cousin of reviews: it captures the doubts your page has not yet answered and shows future shoppers that someone replies. Feed those questions back into the page structure every quarter. Getting all of this measured and fixed across a catalogue is what our conversion and checkout optimisation does; the price is on our pricing page.

When you do not need this: if your products are cheap, standardised and bought repeatedly, such as consumables, a fast page with price, stock and a buy button beats a rich one. If your traffic is small, invest in getting visitors before perfecting pages for them. If you are not sure whether the product page or the checkout is losing more orders, book a short call and bring your analytics.

Frequently asked questions