Shopify
Shopify Product Page Checklist: 10 Things to Get Right
Your product page is where shoppers decide. This Shopify product page checklist covers the 10 things to get right, from titles and images to delivery and trust.
On this page
- 1. A clear product title
- 2. A description that answers questions
- 3. Good photos
- 4. Alt text on every product image
- 5. A search listing title and description
- 6. A tidy web address
- 7. Clear price, options and stock
- 8. Delivery and returns information
- 9. Proof that people trust you
- 10. A clear next step
- A note on structured data
- Common mistakes
- Want your Shopify product pages set up properly?
- Frequently asked questions
A product page has one job: to help a shopper decide to buy. On Shopify the platform handles checkout and hosting, but how well each product page is set up is up to you.
This Shopify product page checklist covers the 10 things that matter most, in the order we would check them. For the store as a whole, see our Shopify launch checklist.
1. A clear product title
Say what the product is, in the words shoppers use. “Women’s waterproof walking boots” beats a code or a brand-only name. Put the most important words first, and keep it readable rather than stuffed with keywords.
2. A description that answers questions
Tell shoppers what it is, what it is made of, the size or fit, how to use or care for it and who it suits. Use short paragraphs and bullet points. Write it yourself in your own words rather than copying a supplier’s text, which other shops may have used too.
3. Good photos
Show the product from several angles, in use and close up. Use your own photos where you can. Make sure the main image loads quickly, because slow pages lose shoppers. Our guide on whether website speed affects SEO explains what to measure.
4. Alt text on every product image
Alt text describes an image for people who cannot see it, and helps Google understand it. In Shopify, go to Products, click the product, click the image and choose Edit alt text, then save it. Shopify’s advice is to use readable phrases that describe the image. Write what the picture shows, such as “Brown leather walking boot, side view”, not a list of keywords.
5. A search listing title and description
The page title and description are what Google may show in search results. Shopify says a page title can be up to 70 characters, but keeping it to 60 or fewer avoids shortened titles in results, and suggests about 160 characters for the description. Shopify’s guide to adding keywords shows the “Search engine listing preview” for pages, and products have a similar section in your admin. Write each one for people first.
6. A tidy web address
Keep the product’s web address short and descriptive, with no random characters. Once a page is live and has been shared or indexed, think before changing it, because the old address will need to redirect to the new one.
7. Clear price, options and stock
Show the price, any variants such as size and colour and whether it is in stock. Hide nothing that affects the decision, such as extra fees. A shopper who is surprised at checkout often leaves.
8. Delivery and returns information
Tell shoppers when it will arrive, what it costs and how to return it, on the page or one click away. This answers the questions that stop people buying, and it is one of the things that make a store feel trustworthy.
9. Proof that people trust you
Real reviews and clear contact details help. Only show reviews that are genuine, and do not invent ratings or testimonials. Include a way to ask a question, such as a contact email or phone number.
10. A clear next step
One obvious “Add to basket” button, easy to tap on a phone, with nothing competing for attention. Check the page on a phone before you finish, because many shoppers will see it there.
A note on structured data
Structured data is code that tells Google about your product, such as its name, image and price. Google says it can help product information appear in richer ways in search results, but that enhancements are shown at its discretion and are not guaranteed. Some themes include it already, and your web designer can check. See Google’s product structured data guide for how it works.
Common mistakes
- Using the supplier’s description word for word
- No alt text on images
- Titles that are only a code or a brand name
- Hiding delivery costs until checkout
- Slow pages caused by oversized images
- Never checking the page on a phone
Want your Shopify product pages set up properly?
We build and improve Shopify stores, from product pages to speed and search. See our Shopify SEO service, read our guide to Shopify SEO, or try our free website check and we will tell you what we would fix first.
Shopify and Google details checked against their help pages on 12 October 2026. Both change their tools over time, so check them if something looks different.
Frequently asked questions
How long should a product description be?
As long as it needs to be to answer a shopper’s questions, and no longer. A few short paragraphs and bullet points is usual. Quality and usefulness matter more than word count.
Do I need alt text on every product image?
It is good practice. It helps people using screen readers, and helps Google understand the image. Describe what the picture shows in plain words.
Should I copy the supplier’s product description?
It is better to write your own. Other shops may use the same supplier text, so original wording gives you a better chance of standing out.
How do I add alt text in Shopify?
Go to Products, click the product, click the image, choose Edit alt text, enter the description and save it.
Will structured data guarantee rich results in Google?
No. Google says enhancements are shown at its discretion and may change over time. Treat structured data as good practice, not a guarantee.
