Template · free guide

A product page that sells: the template to fill in

A product page that sells answers “is this for me?” in one sentence, shows the product as it is, gives the total price and offers one single action. This template breaks the page into blocks, says what to write in each, shows a filled-in example and ends with the checklist we run before every page goes live.

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What you will be able to do

Write a product page from your buyers’ real search, not from the supplier’s description.
Fill in each block in the order the visitor reads it: title, photos, answer, proof, price, action.
Publish a page that follows Google’s rules and the French Consumer Code, ready for Google Shopping.

For online shops of every size, on Shopify, PrestaShop, WooCommerce or a custom site, and for sites that sell digital products (guides, templates, courses). Print it, fill in one block after another for your most viewed product, then apply the same framework to the next ones.

Before you write: what the buyer is looking forA product page is prepared with ten minutes of research, not by copying the supplier’s page.5 points
The title and the first sentenceThe title says what the product is; the first sentence says who it is for.5 points
The photosOn mobile, the photo is the product page: it comes before the text.5 points
The copy: benefits, specifications, useThe copy removes objections in the order they arise.6 points
Price, delivery, returns, paymentThe buyer must know the total cost before clicking, not on the payment page.5 points
Reviews and proofOne true piece of proof is worth ten adjectives; a false one is an offence.4 points
Structured data and product feedThe page, its structured data and the Merchant Center feed must say exactly the same thing.5 points
The template filled in: an exampleA fictional example, to show the framework: one product, its blocks, what goes in them.Worksheet
The pre-publication checklistEight checks, in order, before every page goes live.8 points

An extract: Before you write: what the buyer is looking for

A product page is prepared with ten minutes of research, not by copying the supplier’s page.

Note the real searchIn Search Console (Performance report, filtered on the page address), note the queries that already show this product. With no history, type the product into Google and note the suggestions and the “People also ask” questions.
Write the intent in one lineWho buys, for what use, with what constraint. Example: “a parent looking for a water bottle that stays cold through the school day and goes in the dishwasher”. The whole page answers that line.
List the three objectionsWhat makes people hesitate: size, compatibility, care, lead time, returns. Each objection gets its answer on the page, not in a hidden FAQ.
Check the supplier’s dataDimensions, material, weight, box contents: cross-check them against the sample or the instructions. A wrong specification costs a return, a bad review and sometimes a rejection in Merchant Center.
Spot what sets you apartWhat only you say or do: a real test, a measurement, a usage tip, a bundle, a lead time. This paragraph is what makes the page unique in Google’s eyes.

Our tip: Never reuse the supplier’s description: dozens of shops publish the same text, and Google has no reason to choose yours.

Next: The title and the first sentence

Title: product type + deciding feature + variant“Insulated stainless steel bottle 750 ml, keeps cold 24 h” beats a range name. Put the brand name first if people search for it, otherwise after.
Respect the feed lengthIn Merchant Center, the title is limited to 150 characters: put the essentials at the start, the only part visible everywhere, and keep the rest for details.
A single H1, identical to the product nameThe title shown on the page, the feed title and the name property of the structured data say the same thing. Google compares all three.

The rest is in the PDF: 43 points in all, 9 chapters, and a final page to run your website through the free audit.

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Frequently asked questions

How long should a product page be?

As long as it takes to answer the buyer’s objections. For a simple product, a few hundred words are enough; for a technical or expensive product, the specifications table and the paragraph on use naturally grow longer.

Can I use the supplier’s description?

As a source of information, yes, once checked. As published copy, no: it is already on dozens of other sites and adds nothing of your own to the page.

Do I need reviews to sell?

Real reviews help, but a new product page also sells with verifiable facts: guarantee, returns, photos in use, measurements. Invented reviews are prohibited by the French Consumer Code.

Guide sources

A product page that sells: the template

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Free audit

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