Product pages and copy that sells

The product page is where the decision happens. The customer arrives after becoming interested, so here they either become sure or leave. The best copy answers their questions before they ask.

The structure of the page

1. The title: the type of piece and its most important quality.
2. The price, with the shipping cost visible.
3. Three benefit lines in the customer’s own language.
4. The fabric and how to care for it.
5. Fit and sizes: the model’s height and the size worn.
6. Shipping, returns and common questions.

Write in your customers’ words

Go back to the customer phrases you noted in your conversations. If they said “a fabric that does not cling in the heat”, write it that way instead of “high quality fabric”. General adjectives convince nobody.

What to avoid

• Claims you cannot prove, such as “the best” or “the cheapest”.
• Long paragraphs with no headings, because visitors skim.
• Hiding shipping or returns until the last step.

Exercise

Rewrite the page of one piece with the six part structure. Show it to someone from your customer group and ask: what did you not find the answer to? Then add it.