Stop burning cash on ads that don't convert
Look, I see it every single week. A business owner in Brisbane or over in Ipswich puts their heart and soul into a new online shop. They spend thousands on Google Ads or Facebook, they get people to the site, and then... nothing. Crickets.
They think they have a "traffic problem." They don't. They have a "sales problem."
If you are paying to get people to your website but they aren't buying, your product page is likely the culprit. You’re essentially inviting people to your shop, letting them walk through the door, and then standing there in silence while they try to figure out what you’re selling and why they should care.
I’m going to be blunt: Most product pages are rubbish. They’re dry, they’re technical, and they’re designed by people who care more about how things look than how they sell.
If you want to actually make money, you need to stop thinking like a designer and start thinking like a salesperson. Here is how we sort the winners from the losers.
The "Big Brand" Trap vs. The Small Business Reality
There are two main ways people try to set up their product pages.
First, you’ve got the "Minimalist" approach. This is what people do when they want to look like Apple or Nike. Huge photos, tiny text, and almost no information.
Unless you are a multi-billion dollar brand with a decade of trust behind you, this approach will kill your business. Your customers have questions. They have doubts. If you don't answer them, they’ll leave and buy from someone who does.
Then you’ve got the "Data Dump." This is where you just copy and paste the technical specs from the manufacturer. It’s boring, it’s hard to read, and it doesn’t tell the customer how the product actually helps them.
Neither of these works for a small business trying to grow. You need a middle ground that builds trust and closes the deal. You need to get more sales by actually talking to your customers like human beings.
Your Photos Need to Do the Heavy Lifting
If someone is buying from you online, they can’t touch the product. They can’t smell it. They can’t try it on. Your photos are the only thing they have to go on.
If your photos look like they were taken in a dark garage on an iPhone 6, people will assume your business is a hobby. It sounds harsh, but it’s true.
But here’s the mistake most people make: they only show the product on a white background. Sure, those are clean. But they don't sell the dream.
You need "lifestyle" shots. If you sell work boots, show them covered in mud on a job site. If you sell kitchenware, show a family actually using the gear to cook a meal. People need to see themselves using what you sell.
And for heaven's sake, make sure your site loads fast. If I have to wait five seconds for a high-res photo to pop up, I’m gone. I’ve seen so many Shopify stores struggle because they’ve uploaded 10MB images that grind the site to a halt. It’s a literal waste of money.
Write Like You’re Talking to a Mate
Stop using fancy words. Nobody cares about your "innovative proprietary synergy."
Tell me what it is, what it does, and why I need it.
Use bullet points. People don't read on the internet; they skim. If you give me a wall of text, I’m clicking the back button.
The formula is simple: 1. The Hook: One sentence on the biggest benefit. 2. The Problem: Remind them why they’re looking for this (e.g., "Sick of your mower breaking down every second weekend?"). 3. The Solution: How your product fixes that problem. 4. The Proof: A quick mention of why you’re the best at this.
If you can’t explain why someone should buy your product in 30 seconds, you haven't understood your customer well enough. Go back to the drawing board.
The "Trust" Factor: Why Should I Give You My Credit Card?
This is the biggest hurdle for any local business. People are scared of getting ripped off. They’re scared the product won’t show up, or it’ll be junk.
To fix this, you need to make your shop look trusted.
Reviews are non-negotiable. And I don't mean three 5-star reviews from your mum and your cousin. I mean real, gritty reviews from real customers. If someone says "The shipping took an extra day but the product is amazing," keep it! It shows you’re a real business, not a scam.
Show your face. Put a phone number on the page. Tell them where you’re located. If I know you’re a real person in Brisbane and not some faceless warehouse overseas, I’m ten times more likely to buy from you.
Don't Hide the Price or the Shipping
Nothing makes me close a tab faster than getting to the checkout and seeing a $25 shipping fee added at the last second.
Be upfront. If shipping is flat-rate, say so on the product page. If it’s free over $100, shout it from the rooftops.
And for the love of all things holy, make the "Add to Cart" button big and obvious. I shouldn't have to hunt for it. It should be a bright colour that stands out from the rest of the page. It sounds stupidly simple, but we’ve seen businesses double their sales just by changing a button colour and making it bigger.
The "Mobile-First" Reality
Look at your analytics. I’ll bet you my last dollar that 70% or more of your traffic is coming from people on their phones.
If your product page looks great on a laptop but is a mess on a phone, you are flushing money down the toilet.
Open your website on your phone right now. Can you read the text without zooming? Can you click the buttons easily with your thumb? Does it feel fast? If the answer is no, stop everything else and fix that first. It’s the single biggest win you can have.
My Honest Take on "Gimmicks"
You’ve probably seen those countdown timers that say "Offer ends in 2 minutes!" or pop-ups that say "John from Logan just bought this!"
My take? Most of them are rubbish.
Customers aren't stupid. They know those timers are fake. If you use cheap tricks, you look cheap. Instead of using fake urgency, use real value. Offer a solid guarantee. Offer a free gift for a limited time. Be real with people and they’ll reward you with their business.
How Long Does It Take to See Results?
If you fix your product pages today, you can see more sales by tomorrow. That’s the beauty of this. Unlike SEO which can take months, fixing your conversion rate is instant.
If 100 people visit your site and 1 buys, you have a 1% conversion rate. If you tweak your photos and your copy so that 2 people buy, you’ve just doubled your business without spending an extra cent on marketing.
That is the smartest way to run a business.
What Should You Do First?
Don't try to overhaul 500 products at once. You’ll never finish.
Pick your top three best-sellers. The ones that already get the most traffic. Spend a few hours making those pages perfect.
- Get better photos. - Rewrite the description to focus on benefits. - Make sure the shipping info is clear. - Add some real customer reviews.
Once those three are humming, move on to the next three.
The Bottom Line
Marketing is just getting people to the door. Your product page is the salesperson that actually closes the deal.
If you’re tired of wasting money on ads and you want more sales from the people already visiting your site, we should talk. We help Brisbane businesses stop the leaks in their online shops and actually start making serious money.
You can reach out to us at Local Marketing Group. No jargon, no fluff—just more sales for your business.
See you at the pub,
The Team at Local Marketing Group