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As manufacturers compete for attention in an increasingly digital landscape, the quality of your product listing pages can make or break a spec. But building intuitive web experiences is no small feat, especially when dealing with hundreds of products.
We felt this first-hand when building UpCodes Products Library, indexing and formatting over 250,000 product pages (and counting). Through this process, we've identified clear patterns that separate high-performing manufacturers from the rest.
Here are ten proven strategies leading manufacturers use to optimize their product pages.
1. Ensure your product data infrastructure is scalable
Before updating your website experience, evaluate your product data structure. Your data model should be flexible enough to handle product families and variants (e.g., size, color, finish, material) without requiring separate records for each SKU. If your system forces you to create a unique product page for every variation, that’s a clear sign your backend isn’t scalable.
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2. Present product variants clearly
Product variants can be tricky to display properly. Many product pages we analyzed required visitors to navigate multiple pages or dig through technical specifications to understand their options.
Take inspiration from e-commerce sites and make product variants dynamic elements. If visitors select different materials, sizes, and colors, reflect those changes in the imagery.
Watermark Designs’ finish palette lets visitors preview different materials with high-resolution photos. This approach reduces decision paralysis and speeds up the selection process.
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3. Link popular documents higher on the page
Critical product documents often get buried in hard-to-find sections. Surfacing your most valuable assets reduces friction and helps users to continue their research unimpeded.
Advanced Architectural Products uses anchored links at the top of its product pages to drive visitors to download key documents. This simple navigation enhancement dramatically reduces time to information and keeps prospects engaged with their content rather than searching elsewhere.
4. Structure your data tables for human (and AI) comprehension
Complex tables confuse both human readers and AI. The most effective tables use clear column headers and straightforward row organization that anyone can quickly understand.
As AEC professionals turn to AI for their product research, manufacturers with well-structured data will have a significant advantage in getting discovered.
5. Invest in high-resolution, contextual photography
Low-quality product shots or images showing isolated products don’t help prospects visualize real-world applications. Multiple high-resolution photos showing the product and installed examples in various contexts can give your prospects the confidence they need to move forward.
RAB Lighting’s carousel contextualizes its floodlights, helping designers see how the light will cast on a facade at night.
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Include images of the installation for products that aren’t visible when the project is completed, like insulation. Progressive Foam includes images of multiple installation scenarios to showcase the various applications.
6. Centralize your performance and sustainability data
Scattering critical specification data across multiple documents can drive a poor experience. It can also increase the likelihood of prospects moving to competitors with better-organized information.
Take note of Rockfon’s product pages. They link to key documents but don’t force prospects to dig through PDFs to find the correct information. Instead, they highlight performance specifications with an easy-to-read table.
7. Allow prospects to access certifications in one click
Architects and engineers actively look for certifications, like environmental and health product declarations, when evaluating products. We've seen that pages with certifications get significantly more engagement on UpCodes. If you haven't invested in certifications, now's your sign to get started.
Manufacturers who have earned certifications know that it wasn't easy. To demonstrate your hard-won credibility, put them front and center on your product pages with the approved badges and documents.
Owens Corning hosts EPDs and Safety Act DHS Letters directly on its UpCodes product pages. Visitors don’t have to navigate to third-party sites to find the right resource, creating a more cohesive research experience where all the information they need is in one place.
8. Anticipate questions with strategic FAQs
Prospects often have similar questions but may abandon their research if answers aren't readily available. Adding an FAQ section that addresses common queries builds trust with your brand.
Georgia Pacific includes FAQs for each product page covering key application and comparison questions. This proactive approach reduces support tickets and accelerates decision-making by addressing potential objections before they become roadblocks.
9. Create an easy way to compare products
Requiring visitors to jump between multiple tabs to compare similar products increases the likelihood of prospects giving up on their research.
Platforms like UpCodes allow users to compare product profiles in an easy side-by-side comparison. In this example with SaftiFirst, you can compare their fire-rated door systems line-by-line without juggling multiple windows. Users can also share links to these product comparisons and collaborate with others.
10. Make your calls-to-action helpful and prominent
It may sound obvious, but making it easy to reach your team is the simplest way to improve your conversion rates. Include a single contact button at the top of the page, and share the expected response times to set expectations.
Sherwin-Williams prominently features "free virtual color consultations" on its product pages. The contact method includes a straightforward form, and the value-forward language sets the tone for a productive conversation instead of a pushy sales call.
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The bottom line
Optimizing product pages isn't just about aesthetics. Improving the user experience eliminates friction in the research process and empowers visitors to make confident decisions. Use these ten strategies for your optimization plan, and refine based on performance and customer feedback.
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