Ideal product sheet: win over your customer, seducing SEO

By María Fernanda Aguirre

Published: 1 May 2025

What if we told you that a good product page is the main conversion lever for your e-commerce site?

And for good reason: online sales, booming in recent years, are changing the way people shop. Consumers are increasingly buying goods that they do not have the opportunity to preview. That's why you need to pay special attention to the development of your product cards.

But that's not all.

While the perfect product card appeals to the consumer, it must also appeal to Google. It would be a shame to go to the trouble of structuring and writing it, only to discover that it doesn't rank in the search results of internet users!

So, faced with all these variables to consider, how do you make a proper product listing, what should it contain, how do you optimise it for SEO and what tricks can you use to ensure it is well designed?

In this article, appvizer shares with you the best practices to write an effective product page and ensure that your sales take off.

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What is a product page?

The product page is the web page of an e-commerce site that contains a set of useful elements for the customer:

understand and visualise the product perfectly,
know all the logistical information (delivery times and conditions, for example),
feel the need to buy thanks to subtly integrated marketing elements.

It also serves to attract Internet users to your online shop through SEO referencing results.

What should a product card contain?

Structure of the product page

Defining a template for the structure of the product page is still a complicated exercise. This is because the elements it contains depend to a large extent on the item for sale, the sector of activity, the brand and the target audience.

That is why, before starting to design it, it is necessary to intelligently select the information to be included and how it will be structured.

We offer you a list of the basic elements that a product sheet should include, so that you can help yourself.

Descriptive elements

the photograph,
the name,
the price,
the brand name,
options (colour, size, weight, volume, etc.),
description,
instructions for use,
maintenance,
composition (e.g. for cosmetic products),
technical characteristics (e.g. for household appliances),
a size guide for clothing,
a video, etc.

Commercial elements

the add to cart button, or call to action,
the add to favourites button,
promotions,
crossed-out prices,
customer notices and comments,
products offered in cross-selling (complementary products, such as the belt that goes with the shoes),
products offered in up-selling (selection of items such as "our customers also liked it"),
photographs of the product in situ, taken by customers, etc.

At the bottom of its product sheets, Maisons du Monde offers its customers the option of publishing a photo of the product themselves.

Maisons du Monde

Logistical and service elements

the desired quantity of product,
the availability of the product,
the number of units in stock,
the terms and times of delivery,
the modalities of return,
warranty terms and conditions,
customer service contact information, etc.

Therefore, there are many components to consider when building a product card and aiming for conversion. However, there is one that you should be particularly attentive to and that is the description.

How to create the perfect product card?

1. Make a good product description

The product description spreads your commercial message and makes the user want to click on the call to action.

And while you don't need to be a novelist, there are some good practices to follow:

☑️ Watch your grammar and spelling! Don't forget that many consumers are still hesitant to buy online. Don't scare them off with a site that doesn't convey a serious image.

☑️ Even if you are looking to generate a desire to buy through a marketable product sheet, don't lose sight of the main objective: provide all the elements necessary for your customer to have a clear picture of the product.

☑️ Make sure your text is readable and well structured so as not to overwhelm the reader. The use of bulleted lists, for example, is much appreciated.

☑️ If your main ambition is, however, to sell your article at any price, be subtle. In fact, customers are less and less sensitive to overly "aggressive" commercial language.

Instead, use the art of copywriting, which consists of putting your pen to the service of the action you wish to obtain from the internet user:

Think storytelling. By telling a story about your product and brand, you are awakening beneficial emotions in the consumer that will trigger the act of buying;
Always adapt your tone to your target audience;
Focus on the customer and their needs, rather than on yourself. This is why the use of "you" prevails over "we";
Demonstrate how your product provides a real solution to the problems your target audience may have.

However, remember that this copywriting work must be in line with SEO guidelines, in order to increase the visibility of your products.

2. Optimise your product page for SEO

☝️Convengamos that SEO of a product listing requires an intelligent balance between what the internet user is looking for and what they find by passing through the eyes of Google.

Therefore, some best practices inherent to the natural SEO of a blog article are not properly adaptable to the format and purpose of a product listing.

A product listing with too much text can put off a potential customer.

Here are some tips for working on the SEO of your product pages:

☑️ Create relevant and quality content: it must really respond to the user's intention. Put yourself in the consumer's shoes to define what information they are interested in knowing before they buy a product.

☑️ Offer unique content: avoid copying and pasting descriptions from suppliers' and competitors' sites.

☑️ Write a text of at least 300 to 400 words.

☑️ Work on the title tag: this provides Google with valuable information about the type of content on your product listing. It is also the text that appears on the results page (or SERP), and what encourages the user to click.

To do this, include in your title tag the main request (the name of the product or brand, in most cases), and possibly a secondary request.

☑️ Take care of your meta tag: this small text, which appears below the title in the SERP, also encourages the user to click.

Examples of title tag and meta tag:

☑️ Include the request in the URL.

☑️ Structure your text with the help of tags (H1, H2, etc.): they help Google to better identify the content of your paragraphs.

☑️ Repeat your keyword several times in your text... but don't overdo it! Google does not appreciate over-optimisation, as reading quality remains the priority.

☑️ Attract people to your page by establishing a coherent internal mesh. For example, by including a link within the content to a complementary product listing or to an article on your blog.

☑️ Name your images and associated Alt tags with the request.

Thanks to the above tips, you are now in a position to create the right background for a perfect product page. But what about the form?

3. Design a product page with a design

To respond to changing consumer patterns, the first thing to do is to make sure that the product page has a responsive design and is visible on mobiles and tablets.

It would be a shame if a potential customer who buys from the Metro buys from a competitor because your site doesn't load correctly!

Select your images carefully

Pay special attention to product photos and images. This is what the user sees first on the page.

Your artwork should be:

of excellent quality,
of a size adapted to the page (neither too large nor too small),
with a neutral background, or in an environment that enhances the product and is not too segmented in relation to its target.

In addition, propose different angles of the product, when the product lends itself to it.

Green life style

Finally, having the option of zooming in to appreciate textures and details is quite appreciable.

Take care of the visualisation of your text

Choose a font, font size and text colour that highlights the information on the product sheet, while remaining consistent with your brand image.

Furthermore, we have seen that there is no need to scare the internet user with an avalanche of text. For this, a tab system is often a good idea: the customer only has to click on it to see the content they are interested in displaying.

Take care of the layout of your product page

Taking care of the layout of your product page means putting the right elements in the right place, always with the aim of making the consumer want to buy:

Important elements such as the call-to-action button (CTA) or your strengths (speed of delivery, free shipping, etc.), should be placed at the top of the template. It is preferable to make them appear above the waterline, i.e. the virtual line that marks the bottom of the page that is displayed before scrolling.
Be sure to maintain the overall balance of the tab. If one element takes priority over another (large image for example), this should be justified.
If necessary, organise your page in blocks, to separate harmoniously information of different nature.

Work on your graphic charter

The graphic charter of your product sheet should reflect your identity, the nature of your products and the expectations of your target audience.

For example: black is a clean design that evokes elegance, while pastel colours and children's typography highlight baby products.

💡Icons or illustrations often have more impact on the user than the text itself - keep this in mind!

Make navigation easier

The internet user is happy if he can navigate easily on your site.

Give them the possibility to access the top category with a single click, thanks to a guide-trail or breadcrumbs.

Position the menu and the search bar so that the customer can find them easily.

Successful examples

Cosmetic product sheet

We chose the Ecco-verde website to illustrate our point.

To see it in full, click here.

The added value of this model:

You can get an idea of the texture of the product thanks to the zoom function of the photo.
The preview of the different shades is ergonomic. In addition, each time a new shade is selected, the product photo is updated.
When the mouse hovers over the ATC "add to basket", the shade changes, attracting attention and prompting action.
It is possible to mark the item as a favourite with a single click on the "add to my wish list" button.
Thanks to the "DESCRIPTION" and "INGREDIENTS" drop-down menus, the text takes up little space and the product page becomes lighter.
The "Similar products" section introduces the products suggested for cross-selling.

The "Product reviews" section is sufficiently detailed.
Ecco-verde reinforces the community side of its brand with the possibility of precise customer information: city, whether it is verified and the date of publication of the comment.

Footwear product sheet

For our second example, we chose another key specialist player in online commerce: Zalando.

To see the complete product sheet, click here.