A product page that answers every question

Dear brand owner,

A product page has one job: to remove every reason not to buy. People don't hesitate for no reason. They hesitate because a question is still unanswered, and if your page doesn't answer it, they leave to look elsewhere.

The questions to pre-empt

• Will it fit / suit / work for me?
• What exactly do I get? Size, materials, what's included
• When will it arrive, and what if it's wrong?
• Do other people rate it?

Answer those clearly, near where the decision happens, and you close the gap where doubt creeps in.

Every unanswered question on a product page is an exit someone will take.

Show, don't bury

Good photography from several angles, honest detail, delivery and returns in plain sight, and reviews that speak to real worries. None of it hidden behind tabs nobody opens on a phone.

Walk your own product page as a first-time, slightly sceptical customer and note every "but what about...". That list is your to-do list. Answer it, and the page does the selling for you.