Ideal product sheet: win over your customer, seducing SEO

By María Fernanda Aguirre

Published: May 1, 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 don't 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 will appeal to the consumer, it must also appeal to Google. It would be a pity to go to the trouble of structuring and writing it, only to find out that it does not rank in the search results of Internet users!

So, faced with all these variables to consider, how to make a proper product page, what should it contain, how to optimize it for SEO and what are the tricks to ensure its good design?

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 the 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 visualize the product perfectly,
know all the logistical information (delivery terms 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 store through SEO referencing results.

What should a product sheet contain?

Product sheet structure

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.

Therefore, 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 card should include, so that you can help yourself.

Descriptive elements

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

Commercial elements

the add to cart button, or call to action,
the add to favorites 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),
up-selling products (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 possibility 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 looking to convert. However, there is one that you should be particularly vigilant about 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 best 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 card, don't lose sight of the main objective: provide all the necessary elements for your customer to have a clear image 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 highly 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" sales language.

Instead, use the art of copywriting, which consists of putting your pen to the service of the action you want 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 the tone to your target audience;
Focus on the customer and their needs, rather than on yourself. That 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. Optimize 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 he finds by passing through Google's eyes.

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 discourage a potential customer.

Here are some tips to work on your product page SEO:

☑️ Create relevant, quality content: it must truly respond to the user's intent. Put yourself in the consumer's shoes to define what information they are interested in knowing before buying 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: it provides Google with valuable information about the type of content in your product listing. In addition, it is the text that appears on the results page (or SERP), and what encourages the user to click.

For 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: since 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-optimization, as reading quality remains the priority.

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

☑️ Baptize 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. Create a product page with 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 mobile and tablet devices.

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

Carefully select your images

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

Your graphic supports must 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 zoom option to appreciate textures and details is quite appreciable.

Take care of the visualization of your text

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

In addition, 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 he is interested in displaying.

Take care of the layout of your product page

Taking care of the layout of the product card 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 located 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 displayed before scrolling.
Be sure to maintain the overall balance of the tab. If one element has priority over another (large image for example), this must be justified.
If necessary, organize your page in blocks, to separate harmoniously information of different nature.

Work on your graphic charter

The graphic charter of your product card 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 colors and children's typography highlight baby products.

💡Many times, icons or illustrations impact the user more than the text itself - don't lose sight of that!

Facilitate navigation

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

Give him 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 cart", the shade changes, attracting attention and prompting action.
It is possible to mark the item as a favorite 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 card becomes lighter.
The "Similar products" section introduces the products suggested in cross-selling.

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

Footwear product sheet

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

To see the complete product sheet, click here.