No matter if this is your first venture into the world of online sales, you are probably wondering how to create a sales catalogue that is eye-catching, easy to navigate, and connects with your future customers. Just keep in mind a few key aspects that will help you create an engaging, professional and effective experience.
Before uploading photos and prices, the best thing to do is to define the structure of the catalogue. How will the products be organised? By category, by type of use, by colour…?
Grouping them in a logical way will ensure that the visitor doesn’t get lost. If you have a clothing shop, for example, you can divide it into T-shirts, trousers, accessories, etc. Think about how your customer searches and make it simple.
There is no need to clutter the page with distracting elements. A clean design, with good visual hierarchy, is more effective than a cluttered one. Use white space to let each product breathe.
Sources also play an important role. Use clear and legible fonts. You can combine a more eye-catching font for titles with a more neutral font for descriptive text. The important thing is that they are easy on the eyes and work well on mobile devices.
Photos are the heart of your online catalogue. Make sure each image has good resolution, natural lighting and a neutral background. Attention to detail is important.
Show several views of the product: front, side and in use (if possible). Remember also that each image should have alt text that describes what is being seen, both for accessibility and for search engine positioning.
One of the most common mistakes is to hide prices or put them in small print. This leads to distrust and may cause the user to abandon the page.
Display the price next to the product, with a design that makes it stand out. If there are any discounts, state them clearly (for example: “Previously £40, now £32”). Do not use confusing wording.
Don’t just put simple descriptions like “White cotton T-shirt”. Explain briefly the value this product brings. Is it environmentally friendly? Does it have a special fit? How does it feel to the touch?
Think about how you would describe your product or service to a person who cannot see or touch it. Be succinct with your descriptions. Use friendly language, avoid unnecessary technicalities and highlight what makes your product special.
Your catalogue speaks for you. Use clear, direct language that connects with your audience. Communicate as if you were greeting someone who has just entered your physical shop.
If you sell something more personal (such as art, fashion or experiences), you can be a bit more creative. If your thing is more functional (like tools or technology), be more technical, but always remaining approachable. Adapting to the jargon of your sector is a good idea, but don’t exclude potential new customers.
Not everyone browses in the same way, and your website should adapt to that. Here are some key points:
- Use colours with good contrast to ensure that texts are easy to read.
- Make sure that the standard font size is at least 16 px. and no other text is smaller than 12 px.
- Include alternative text in images so that viewers can interpret them.
- Avoid relying on colour alone to convey information (e.g., don’t put discounted products in red without adding another visual element).
- Check that it is possible to browse with just the keyboard.
A beautiful catalogue is of little use if it is not functional. Add visible “Add to cart” or “Buy” buttons. If you sell via WhatsApp or social media, include clear buttons for getting in contact or calls to action. Having a keyword search option will also make it easier for your customers to search.
If you offer products or plans that are similar to each other, having an option to compare them is always interesting. The simpler the process, the better the user experience.
The majority of visits to online shops are made from mobile phones. So make sure your catalogue looks good on small screens: images that fit, text that doesn’t get cut off and buttons that are easy to touch.
Test your website on various devices before publishing it.
There is nothing worse than finding a product that’s no longer available. Review your catalogue on a regular basis, remove what you no longer have for sale, adjust prices if necessary and add new items.
You need to clearly indicate whether your products are in stock, out of stock, or simply no longer available. An up-to-date website builds trust and shows that you are active and on top of your business.
Knowing how to create an attractive sales catalogue is a mix of design, content and user experience. You don’t have to use complex tools or invest heavily to achieve this. With good planning, attention to detail and these tips, you can create a catalogue that reflects the best of your business and converts visitors into sales.
Start with the basics, improve little by little and listen to your customers. A well thought-out catalogue makes all the difference.
