This is a continuation of a series of website marketing checklists. Check out all Web Marketing Checklists in this series.

What this is about: This list covers multiple issues for individual product pages. These are the pages which generally provide information on a single product only.

Why this is important: The product page has a very singular focus: one product. It's job is to provide the visitor with the information about that product they need to be convinced that it is exactly what they are looking for. If you're product pages cannot convince visitors to buy, then you're simply dead in the water.


What to look for:

  • Visible calls to action: Make sure you place strong visual calls to action where they will be most beneficial (near the product).

  • Clear contact info (phone #): Provide a means to contact you should the potential buy have a question. A link to a contact us page is good, a phone number is better.

  • Consistent layout: The layout of the product pages should be consistent from page to page.

  • Clear pricing: Pricing should be clearly distinguishable from the rest of the product content. Bigger and bolder is better.

  • Show additional fees: If there are any additional fees associated with the product, make them clear now.

  • Clear product presentation: Keep page neat and tidy with the focus on the product itself.

  • Show shipping cost: If shipping is fixed, or there are a variety of shipping options, show the additional costs.

  • Show availability: If products have a tendency to be sold out, on back order or otherwise unavailable, make sure availability is clearly displayed.

  • Provide delivery options, details: Provide multiple delivery options and the associated details (overnight, standard, etc.)

  • Estimate delivery date: Provide and estimation of delivery date so customers know when they can expect to receive the item.

  • Link to site security info: Provide links to your security and privacy policies.

  • Return / guarantee info: Provide, or link to, details regarding return and or/ guarantee policies. Shoppers feel better knowing you have such policies, even if they don't read them.

  • Allow "save for later": Not every visitor wants to buy right now. Allow an option to save the item for a later time.

  • Related products & up sells: Show similar or related products and use product pages for additional up-sell opportunities.

  • Clear product image: Make sure product image is clear and clean. No blurries.

  • Describe images: Use word to describe what the the visitor sees in each image, don't just rely on the image to do the selling.

  • Enhanced multiple image views: Provide alternate image views of the product. Larger, different angles, etc.

  • Product description: Provide a compelling description for each product. Be sure it's unique, even among similar products.

  • Product details & specs: Give the visitor as much information as possible, including specifications, visual details, how to use it, etc.

  • Product selection options: If the product comes in various flavors (colors, sizes, etc.) be sure to provide those options, and note pricing differences for each.

  • Customer product reviews: Create the option for shoppers to review your products or link to other sites that review the products you sell.

  • Product comparisons: Provide comparisons with your own products as well as comparisons of your products against other, similar products. Be honest in your assessments.

  • Printer-friendly option: Provide a printer-friendly link for those who want to show the product to someone else before purchasing.

  • "Add to cart" close to item: Keep the "add to cart" button very close to the item itself.

  • Secondary "add" button at bottom: If product pages contain lots of information, a second "add to cart" button is valuable at or near the bottom of the page.

  • Standardized product categorization: When categorizing your products, be careful to use categorizations that others can follow. Use standardized conventions where possible.

  • Clutter-free page: Keep product pages free of excessive clutter. Eliminate all non-relevant information.

  • Provide International pricing: If you ship internationally, make sure internationally pricing is available.

  • Provide product search: Provide an option that allows shopper to search for other products to their liking.

  • Emphasis brand quality and trust: If you sell brand name products, use that to your advantage.

  • Compare to offline competitors: If you compete against trusted offline stores, make the argument why customers should buy from you rather than them.

  • Short URLs with keywords: Keep product page URLs short and use keywords rather than product IDs.


Stoney deGeyter is the President of Pole Position Marketing, a leading search engine optimization and marketing firm helping businesses grow since 1998. Stoney is a frequent speaker at website marketing conferences and has published hundreds of helpful SEO, SEM and small business articles.

If you'd like Stoney deGeyter to speak at your conference, seminar, workshop or provide in-house training to your team, contact him via his site or by phone at 866-685-3374.

Stoney pioneered the concept of Destination Search Engine Marketing which is the driving philosophy of how Pole Position Marketing helps clients expand their online presence and grow their businesses. Stoney is Associate Editor at Search Engine Guide and has written several SEO and SEM e-books including E-Marketing Performance; The Best Damn Web Marketing Checklist, Period!; Keyword Research and Selection, Destination Search Engine Marketing, and more.

Stoney has five wonderful children and spends his free time reviewing restaurants and other things to do in Canton, Ohio.


Thanks for sharing the checklist...Its helpful.. :)

We have the added challenge of being a manufacturer that doesn't sell directly, rather we list products and offer support. The problem we come across all the time is how to increase lead generation (which is our main goal as the marketing team) and encouraging someone to fill out a form with their contact details. We offer white papers, full product catalog and online demos when filling out a form. Getting someone to put real information is hard.

Your advice is very helpful. Thank you.

@ Sidra - ultimately it won't be much different, the only thing is you just drive people to contact you rather than to purchase through an online cart. I recommend you look through the entire master checklist as much of it applies to any kind of site.

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Search Engine Guide > Stoney deGeyter > The Best Damn Web Marketing Checklist for Product Pages