How to Write a Product Page That Sells
Your product page does the selling when you're not there. The parts every Ghanaian product page needs, in the order buyers look for them, with a checklist.
Your advert's job is to get the click. Your product page's job is to get the sale. Most businesses spend all their effort on the advert and almost none on the page, then wonder why clicks don't turn into orders.
A good product page answers the buyer's questions, in the order they ask them, before they have to message you.
The questions every buyer has
- What is it, and is it for me?
- Does it look good, and is it real?
- Will it fit, work or suit me?
- Can I trust this seller?
- What does it cost, all in?
- When will I get it, and how do I pay?
- What if something goes wrong?
Your page should answer all seven.
The parts of a page that sells
A clear headline
The product name, plus the main benefit if it's not obvious. "Handmade Leather Tote: Fits a 15-inch Laptop."
Real photos and video
Several angles, close-ups of details, the product in use, and a sense of size. A short video of someone using it is often the most convincing thing on the page. If you can't afford a shoot, see AI product photography.
The price, clearly
Show it near the top. If there's a genuine discount, show the original price too. Don't make people message for the price.
What makes it worth it
Three to five short points about why this is better: materials, quality, guarantee, results. Specific beats vague. "Full-grain leather, hand-stitched in Accra" beats "premium quality".
Details that prevent questions
Sizes and a size guide, colours, materials, dimensions, what's included, care instructions, compatibility.
Proof
Reviews with names and photos, chat screenshots with permission, the number of orders delivered, press mentions. Put some near the top and more lower down. See customer reviews and testimonials.
Delivery and payment
Delivery areas, fees and timelines. Payment options: MoMo on all networks, card, pay on delivery. These answer the questions that stop most Ghanaian buyers.
Guarantee and returns
What happens if it doesn't fit, arrives damaged or isn't as described. A clear, fair promise reduces fear.
One clear button
"Buy now" or "Order now", visible without scrolling far, and repeated lower down. Keep a WhatsApp link visible for people with a question.
Write for phones
Most visitors will be on a phone, many on mobile data.
- Short paragraphs and bullet points.
- Large, tappable buttons.
- Fast-loading images.
- The most important information first.
A checklist
| Item | Done? |
|---|---|
| Clear headline | |
| At least 4 real photos, plus video if possible | |
| Price near the top | |
| 3 to 5 reasons it's worth it | |
| Sizes, materials and details | |
| Reviews with names | |
| Delivery areas, fees and times | |
| Payment options listed | |
| Returns or guarantee | |
| Buy button and WhatsApp link | |
| Loads fast on mobile |
For adverts, use one-product pages
When you advertise a specific product, send people to a page about that product only, without menus and distractions. This kind of focused page converted far better for SneakersINN than sending people to the whole shop. See the SneakersINN breakdown.
Common questions
How long should a product page be?
Long enough to answer the questions. Cheap, simple products need less; expensive or unfamiliar products need more.
Should I use AI to write product descriptions?
It can help with drafts. Edit them for accuracy and voice. See how to use ChatGPT in your business.
If you'd like product pages and checkout built for you, see our online shop and sales funnel services.