Website planning for retail and consumer brands

Questions the page should answer

• What product information helps a buyer compare options?
• Are stock, fulfillment and returns information consistent?
• Can a shopper reach the correct product from a category page?

Bring the source material

Use the business’s current service descriptions and approved examples to answer these questions. Identify the person who can verify each material claim, along with permission for any customer story or photograph.

Keep the scope accurate

Use current merchant-approved claims, pricing and stock information. Do not substitute illustrative products for items actually sold.

Review the next step

Check that the page leads to the process the business actually uses. Make it clear whether the next step is an inquiry, an appointment request or a confirmed booking. A confirmation should match what the business can actually receive and handle.