Checklist: Nailing Builders Merchant Product Pages

For builders merchants selling online, product pages are the place to make your products stand out. But, to show off your products in the best possible light, you need enriched and accurate product data. Subsequently, this goes hand in hand with securing customers.

Designed for builders merchants, our downloadable checklist covers everything you need to make your products look the best on your online store.

  • An interactive checklist ensuring your eCommerce product detail pages shine;
  • A shareable tool loaded with eCommerce product page optimization tips;
  • Designed for you and your team to help customers make informed decisions and increase eCommerce conversions.
racking with empty pallets on

What makes a good product page for builders merchants?

Below, you’ll find the best product page design for builders merchants. To get the most out of the content, we recommend cross-referencing with the download.

Optimized product data will result in more conversions

Proper product data optimization will drive more customers on your eCommerce site. Here’s are the core elements of product content to increase conversion rates:

  • Product Title

    A well-crafted product title will attract attention to your product and entice them to explore further. Be clear and descriptive – and use powerful language – to draw users to your products. You should convey key features, purpose, and benefits of the product.

    Here are some examples:

    • ‘Heavy-Duty Steel Reinforced Concrete Mixer – 5 Cubic Feet Capacity’
    • ‘All-Weather Roofing Shingles – Wind Resistant and UV Protected’
    • ‘High-Torque Cordless Drill – 20V Lithium-Ion Battery, 1/2-inch Chuck’
    • ‘Professional-Grade Concrete Saw – Precision Cutting for Construction Experts’
  • Product Description

    The product description should unpack the key features and benefits set out in the product title. Emphasize the product’s unique features and benefits that set it apart from its competitors.

    Moreover, explain how the product will benefit the customer, providing real-world examples where applicable.

    In addition, be sure to include manufacturer part numbers where applicable. This will allow customers to identify the products they need, avoiding any wrong orders and time-consuming returns processes.

    Presenting the product description through bullet points is a great way to make text scannable and digestible. This way, users can pick out key information at a glance.

    For a great example of using bullet points to display key information, check out Pimberly customer JT Atkinson.

  • Product Images

    Product images play a crucial role in catching the attention of online shoppers. They are fundamental in creating a first impression of your products, drawing them into exploring the product further.

    Construction products often have unique features, finishes, and components. Make sure to showcase any features which are difficult to describe in text. This includes close-up shots of intricate designs and features.

  • Product Specifications

    Make sure to provide detailed information about a product’s technical details, capabilities, and characteristics.

    Construction projects require specific equipment that need to be compatible with existing systems or structures. Specifications help a customer assess which product has the required features and performance that align with their requirements.

  • Sustainability Information

    For the construction sector, sustainability is more important than ever. The pressure is on the sector to deliver environmentally friendly products. So, to support builders meet these goals, display appropriate certification and list your products energy efficiency.

    Displaying key sustainability information helps builders’ merchants to differentiate themselves and attract environmentally conscious customers.

image of a builder using an electric saw on a plank of wood

Make sure your product pages make sense

Ultimately, optimizing your product pages they’re easy on the eye is essential. To do so, here are some tips:

  • Avoid horizontal tabs – Best practice for eCommerce product pages is to use vertically collapsed sections. This way, product information is clearer and information won’t be hidden away in pockets.
  • Include product recommendations – By doing so, customers will thank you and you’ll make more money in return. Not bad.
  • Include clear call-to-action buttons – If a customer clicks ‘buy now’, this means they want to go straight to the checkout. Don’t take them to a page where they have to type in an email address and password. After all, a study by Capterra showed 43% of consumers prefer guest checkout.
  • Images are crucial – Feature a dedicated image gallery section so potential customers can view multiple images of the product in various settings. In addition, implement a zoom functionality on product images, enabling users to get a closer look at key components. Consequently, this will allow them to make an informed decision.
  • Clearly display any manufacturer part numbers – Place the manufacturer part number prominently in the product title and in the product description. This will allow customers to quickly spot the item they’re looking for.  Make sure to verify manufacturer part numbers regularly to avoid any discrepancies between the listed number and the actual product.

Product Page Checklist: Builders Merchants

  • An interactive checklist ensuring your eCommerce product detail pages shine;
  • A shareable tool loaded with eCommerce product page optimization tips;
  • Designed for you and your team to help customers make informed decisions and increase eCommerce conversions.

Always be transparent with shipping and pricing

Building supplies are often large, heavy, and a nightmare to transport. As a result, they often come with very specific delivery and shipping information.

So, be transparent about costs at every stage of the buyer journey. In turn, your customers will appreciate this.

Builder working in large warehouse with wood beams

Highlight your returns policy

Returning products like bricks and bags of cement is a nightmare. Therefore, make your returns policy easy to spot on your website. To do this, include links and contact information where necessary.

You want customers to feel you’ll be doing the hard work should they have to return an item. Remember, the best converting product pages are totally clear and transparent.

Social Proof: how-to display reviews and testimonials

Reviews and testimonials will build trust and credibility with potential customers. Ultimately, they’ll help transform ordinary product content into high-converting product pages. So, here are some of the ways you should use customer feedback:

  1. Displaying customer reviews will reassure potential buyers about the quality of your products
  2. Highlighting positive feedback and displaying endorsements on your product pages will help you sell more products
  3. If your product has received industry certification/awards, display them on the relevant product page
  4. Share real-world case studies of your product to demonstrate the effectiveness of your products
image of a man holding a drill, the man is smiling

How to create product pages that convert online with PIM

Nailing product page conversion for the construction sector is straightforward with a Product Information Management Solution (PIM) like Pimberly. This is because:

  1. All product data is stored, managed and enriched within a single south of truth. This ensures everyone – including the customer browsing your product page – accesses accurate product information.
  2. PIM will store unlimited key product attributes (such as size, fit, colour, care instructions) so you’ll never launch a product without key product information. This way, product page optimization becomes a breeze; never a chore.
  3. Pimberly’s Digital Asset Management (DAM) capabilities will store product data sheets, catalogs, and relevant safety documentation. This allows you to create detailed, perfect eCommerce product pages and become a respected builders merchant.
  4. Pimberly’s powerful AI functionality will quickly generate product descriptions in line with your brand tone of voice. As a result, this saves your team heaps of time and accelerate your time to market.

To learn more about how PIM will accelerate your time to market and streamline manual processes, book a demo with one of our experts.

Our construction customers using Pimberly to drive growth