Ecommerce Product Category Page Template & Best Practices

Erik Wardell

Erik is an SEO coach that loves breaking down complex SEO topics into understandable instructions anyone can follow. He thrives on helping people do what it takes to see their businesses succeed in search. Stay in touch on Twitter — @wanderinwardell.

If you’re shopping online, you expect choices. After all, that’s one of the major benefits of shopping online vs. out on Main street or at a mall. However, all those choices can be overwhelming if they aren't properly organized in a way that makes them useful.

This is where e-commerce product category pages come in. They help organize all your offerings categorically so that people can easily find what they are looking for and "shop" from an entire collection of products.

In this e-commerce product category page primer, you'll:

  • Learn what product category pages are and what makes them useful,
  • Find out what goes into a great product category page,
  • Get access to a product category page template,
  • Discover what you need to do to improve product category pages.

Let's jump in.

What is a Product Category Page?

A skillfully crafted product category page helps guide customers toward the products they want to purchase and provides them with a variety of product options to choose from.

Framework for a Great Product Detail Page

You have flexibility in terms of how you actually design category pages. However, these are the goals of a product category page designed to convert visitors into customers:

  1. Identifies what the product category is with a clear headline
  2. Describes what the product category is and the benefits it provides
  3. Displays clickable subcategories and/or individual products with images and descriptions

When you combine those elements, your product category page may end up looking something like this:

Product Category Page Template

Keep reading for more details about what goes into each section of a product category page like the example above.

Get 12 Free Webpage Content Templates

If you find this template useful, download it and 11 more to help you effectively craft the most important pages on your site.

Ecommerce Product Category Page Template Explained

1. Identify the Product Category With a Compelling Headline (h1) & Image

Your headline lets people know they are in the right place to shop for a certain type of product. By making the product category your headline, you leave no ambiguity about what people are shopping for.

If you choose to include a hero image, make sure it tells the story of the particular product category.

The top of your category page should include:

  • The product category name as the headline (h1)
  • Image indicative of the product category (optional)
  • Focus keyword that people are searching for when looking for this type of product

2. Provide a Description of the Product Category and What it Has to Offer

Once people know they are in the right place, provide them with more detail about the types of products contained in the product category and the benefits those products provide.

Your introduction might include:

  • Compelling paragraph copy that speaks to what the category has to offer
  • Concentration on the benefits the product category offers
  • Focus and/or secondary keywords

3. Supply Subcategories and/or Individual Products With Images & Names/Descriptions

Give people what they came for by letting them select the subcategories or individual products they would like to shop.

Whether you feature subcategories or individual products is up to you. Typically, the more products you have, the more useful subcategories become.

Think about shopping for women's or men's shoes. You might be able to see all the subcategories of shoes on one page e.g. running, casual, sandals, etc., and individual products when you click through to one of those sub-category pages.

The important takeaway is that a product category page can feature subcategories or individual products. Or, even both if you take a hybrid approach. No matter which way you go, the general guidance this template provides will apply.

The main content on your product category page can include:

  • Clickable subcategories or individual  products with consistent product names, images, and descriptions
  • Filters that sort products or subcategories
  • Focus and/or secondary keywords relevant to the product category page

Optional Product Category Page Elements to Consider

Cover all your bases by following the best practices mentioned above. Then, you can always consider adding some supplemental content to help out your audience.

You might consider:

  • FAQs to answer the most common questions about a product category
  • Parent and child categories if you have lots of categories
  • Featured products you want to call attention to
  • Social proof like reviews and/or testimonials with headshots

Additional Tips for a Great Category Page

Don't overthink your product category pages. Remember that they are supposed to sell customers on buying a particular type of product and help them explore the various options available to them.

  • Keep them simple and ensure they help people navigate.
  • Make the page visually engaging.
  • Ensure you are driving people to individual product detail pages.

What Next 

If you have existing e-commerce product category pages, use the template above to audit them. What's missing from your pages that you might be able to include? What might make your pages more useful to your audience?

If you are just getting started building out product pages, use the template above and the corresponding best practices as a guide to help ensure your product category pages provide value to your customers.

Either way, your goal should be to make your product pages as valuable to your audience as possible. If you need help doing that, learn how Pathfinder SEO can assist.

 

Get 12 Free Webpage Content Templates

If you find this template useful, download it and 11 others that will help you skillfully craft the most important pages on your site.

Erik Wardell

Erik is an SEO coach that loves breaking down complex SEO topics into understandable instructions anyone can follow. He thrives on helping people do what it takes to see their businesses succeed in search. Stay in touch on Twitter — @wanderinwardell.
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