E-commerce websites are all different and sell different products to different customers. But, they are all designed to do one thing: engage their target audience every hour of the day and drive sales for the business.

One of the key areas you need to focus on while you are building your new e-commerce website is your pages. It does not matter what your website is selling, there are 11 key pages your E-commerce site should include.

Home page

The index or main landing page is your online business storefront. This is the most important page in your entire website. It welcomes your visitor/shoppers into your online store and provides them with the basic information about your business.

 Your home page is the first thing most of your site visitors will land their eyes on. And within a few seconds they will decide whether they trust your website or not.

If your home page is well-designed, they stay, look around, view other pages and even buy. If they do not like what they see on your home page they leave immediately and most likely never come back.

You need to make sure your home page does its job, which is to engage your visitors, inform them what your business does and what steps to take next. Make sure to include the following in your home page design:

  • Your unique value proposition (UVP): Communicates how your business is different and better than the competition, and how that brings added value to your target customer.
  • High quality images: Use high quality images to showcase your best selling or latest products. Images in your home page need to attract and engage your visitors.
  • Include social proof: It’s no secret that people are more likely to engage in an action if other people are doing it/have done it too. Including some stats, testimonials or reviews to prove to new visitors you’re legit.
  • A clear call-to-action (CTA): Tell your visitors what you would like them to do next. Encourage them to view certain products or lead them to other pages. Whatever CTA you decide to include, make it impossible to miss by using color that stands out.

Category page

This is the grid/list view of your products from a certain category like children’s clothing, electronics, kitchen appliances, etc. In this page your customer has the freedom to select one or more products to compare or add to their shopping cart.

The grid items listed on this page include the basic information about the product. It’s usually includes name, a short description and price. Sometimes available color options are also included in this page.

Product Page

Obviously every e-commerce website needs a product page. The page includes all the information about the individual product. Information like materials used to produce the item and key product features. For example if it is a shoe, how light is it? What inspired the design? Etc.

Other information includes reviews, available sizes or dimensions, depending on the product.

The goal of this page is to get the user to add this product to their shopping cart. So, you should display multiple different high quality images of this product. Basically give the user all the information they might need to know about the product on this page.

Terms of Service

This page is less focused on marketing and conversions, it has more to do with covering your legal bases. Basically, the purpose of this page is to limit your liability should a customer decide to take you to court.

It does not happen very often. But when it does happen that there’s court case against an online business, what the court does is look at that business’ website terms to understand the contractual terms between the business and the customer.

Maybe no one will take you and your business to court, but still, make sure you have this layer of protection in your e-commerce website. Better safe than sorry.

Login/Create Account

Perks of having a great e-commerce business is that you will have constant returning customers. More often than not, these returning customers like to have information kept on them. They don’t want to go through the same process of entering their delivery address and bank information every time they shop with you.

An individual’s shopper account is also a great way to give loyalty points and rewards. Another reason for accounts is personalization. Modern shoppers appreciate personalization. They want to be recommended products that are relevant to them.

Having their information stored makes it easy to upsell them by showing then certain products based on their shopping history. This is why you need to have a login/create account page on your website.

Shopping cart

The cart page is where your customers have all the items they wish to buy from your site at that moment. This page typically lists all the items to be checked out, how much they cost, their sizes or dimensions, and the summary of how much they all cost in total. And if your business uses promo codes, this is the best place to ask for them.

Guest checkout

Not all your customers will want to have their information stored in your data base. This is why you are going to need to have a guest checkout page. Allow these customers to complete their purchase as a guest.

Returns policy

The best-designed return policy pages lay out the return/exchange process in an easy to understand way. Buying online is always a risk for customers. Sometimes the product does not look like the image displayed on the website, customer cannot try on the clothes before they purchase them, etc.

E-commerce businesses address those concerns with a returns policy. Approximately 50% of consumers check an Ecommerce website’s return policy before they buy.

A returns policy page is very necessary for your e-commerce website, and it needs to be good with fair terms and fees. A study showed that 74% of online shoppers said they do not buy if they are charged for returns shipping fees and restocking fees. That’s a very high percentage!

Contact page

Your goal as an e-commerce business is to deliver the best online shopping experience for your customers. That includes great customer service.

Your customers will often have questions about a certain product and need to get in touch with your customer service. Your job is to make this experience as seamless as it possibly can. Nothing frustrates like having to browse the entire website trying to locate the business contact details, don’t put your customer through that.

The best practice here is to include your business’s contact information on every page of your e-commerce website. Include your business phone number, business email address, and even physical addresses to your store locations if you have them.

Better yet, include a chat bot that pops up on every page of your website to engage your shoppers. 

Privacy policy page

A private policy page is one of the most important pages you need to include in your e-commerce website or mobile application. It is actually required by law if your website is collecting your visitors’ information.

But the real reason you need to include this page in your site is the growing consumer concerns about data privacy. It is your responsibility as an online business owner to guarantee your customers and law makers that you will handle the data you collect responsibly and with transparency.

The first step to take towards establishing your private policy page is to consult your lawyer/s. Draft a responsible privacy policy and publish it on your website. Make sure your users can easily locate your page. Typically a link to this page is included at the bottom of on every page of the website.


The help page or Frequently Asked Questions page is very important for an e-commerce website.  It makes life easier for you and your customers. The FAQs page allows visitors to find answers to all their basic and common questions in one place.

The main perks to having a help or FAQs page include:

  • Saving time for you and your customers by putting answers in one place.
  • It prevents the need for customers to contact you.
  • It allows your brand to show some personality.
  • It improves your SEO
  • And, it helps you build trust with your customers

Common places to include your FAQs page is in your about page and your website footer.

Build a greate e-commerce site

As an online business, your website is your main asset. It is where you engage your customers and make sales. It has to include all the information your visitors might need during their purchase making decision.

Earn their trust and keep them coming back for more by including these 11 pages in your e-commerce website. Make sure they are well designed, easy to understand and most importantly, deliver the best online shopping experience.

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