What to include in product listings

I am by means no expert on this at all, and my SEO clearly isn't amazing (or more likely I'm in a way oversaturated market) as I don't get a huge amount of organic orders, BUT, any customer visiting your website and seeing your products, they need to know about it to make the decisions to potentially buy. And that is important. I've seen so many websites where products have a one sentence description on the listing, not really giving much information, and that's just not going to make me buy it, and most likely a lot of people will feel the same.

I would also argue that a lot of people don't read product descriptions (especially on marketplaces like Etsy where they make it almost impossible to find the description section), but they are still an essential part of the listing.

So here's some what I think are the most important things to include, I'm going to be using my big cats and plants coaster set listing as an example.

Good photos, and more than one!

It doesn’t need to be lots, aim for at least 5, as it’s important to have photos showing the product from different angles, or if you have variations in colour, size etc. This include flat lay photos, in situ, or even some info (great for marketplaces). Make sure they're well lit, bright and look good.

I have a product photography tips post here if you want to check that out.

Price easily visible

Don't make it tiny, and make it obvious near the product title too. If someone can't see a price for something, they're very likely to close out of the page.

Descriptive description of the product

I’ll admit this is the bit I struggle with the most, as words aren’t a strong point for me (despite writing a blog!), but it’s always great to start a product with an interesting and descriptive few sentences of the product, trying to get as many keywords in there as possible of things people are likely to search in search engines, and then they hopefully find your product!

Example:

A set of four big cat coasters makes a perfect gift for lovers of cats and plants, and also will brighten up any living room, adding a maximalist vibe.

The important stuff: sizes, what it’s made of...

You'd be surprised the amount of people that don't include this. Customers want to know the size of the product they're buying, what it's made of, how it's packaged and all that helpful stuff.

Example:

• Set includes 4 coasters, one of each design
• Each coaster measures 9x9cm, with rounded corners
• Made from 3mm thick hardboard, so is very sturdy and doesn't bend
• Wipe clean only
• Packaged in zero plastic packaging

Delivery information and lead times

One of my biggest bugbears of a lot of websites is that delivery information, including time and rough guide prices, are sometimes impossible to find. I added a section to every single product page with dispatch times and a guide on prices, so that customers can see roughly what it might cost. Final postage prices will always depend on what they add to cart, but just to give a rough idea is better than nothing! And also how it's sent: 1st class, tracked, courier etc....

And if it's a product that is made to order, or a pre-order or just generally has a longer lead time than other products in your shop, make sure that is prominent and clear in your description. Re-iterate it throughout your website too on delivery pages, banners, and in e-mail confirmations.

Reviews

If you can add a review section to your website, do it! It means that potential customers can see any reviews that have been left for that product, making them more likely to purchase.

Is there anything else essential you would add or like to see on product pages?