Writing product pages that answer the question before it's asked

A product page has one job: remove the last reason someone has not to buy. Most pages instead list features the buyer already assumed.

Start with the outcome in the first line — what changes for the person once this arrives. Follow with the two or three specifics that decide the purchase: size, material, fit, compatibility, how long delivery takes.

Put returns and shipping near the buy button, not buried in a footer link. Confidence at the moment of clicking is worth more than a paragraph of brand story.

Then read the page out loud. Anything you would not say to a customer in person should come off the page.