17 Dec 5 Shots Every Founder Needs on Their Product Page
The photos, trust signals, and details that turn browsers into buyers
You’ve got your product ready to sell. You’ve uploaded a photo, written a description, and hit publish.
But the sales aren’t coming.
Here’s what most founders don’t realise: a product page isn’t just a place to show what you’re selling. It’s where your customer decides whether to trust you with their money — without being able to touch, try, or hold your product in their hands.
After nine years running KIK Clothing and shooting every single campaign and product photo myself, I learned exactly what makes someone click “add to cart” — and what makes them bounce.
It’s not just about pretty photos. It’s about building trust, answering questions before they’re asked, and making it easy to say yes.
Here’s everything your product page needs.
Part 1: The Photos That Sell
1. Product in use — show the transformation
This is the most important shot most founders forget.
Don’t just show the product sitting there. Show it being used. Show the moment it creates.
If it’s clothing — show someone wearing it, moving in it, living in it. Not just standing stiffly in front of a wall. Your customer needs to imagine themselves in that outfit, and static shots don’t do that.
If it’s skincare — show someone applying it. If it’s homewares — show it in the room, being touched, being enjoyed.
Why it works: Lifestyle images help potential buyers envision themselves using the product, making it feel more relatable and practical.
Shot list example:
- Someone walking in your shoes, not just standing
- A mum actually using your baby carrier with a real baby
- Your candle lit on a coffee table with a book and a cup of tea nearby
2. The close-up detail shot — justify the price
This is where you show the quality. The stitching. The texture. The hardware. The things that make your product worth the price tag.
When someone’s comparing your $120 product to a $30 one from a fast fashion brand, these are the shots that answer the question: “Why should I pay more?”
Why it works: Texture, hardware, and craftsmanship details are what separate your product from the cheap alternative. Show them.
Shot list example:
- The zipper pull on your bag
- The fabric weave of your linen dress
- The clasp on your handmade earrings
- The embroidery detail on your logo
3. Multiple angles — front, side, back
This sounds obvious, but you’d be surprised how many product pages only show one angle.
Your customer can’t pick up the product and turn it around. They can’t see what the back looks like, or how it sits from the side. You need to show them.
Why it works: 22% of online returns happen because the product looked different in person. Multiple angles reduce that uncertainty — and reduce your return rate.
For clothing specifically, front, side, and back views are non-negotiable. Your customer wants to know: How does the neckline sit? What does the back look like? Is it fitted or relaxed from the side?
Shot list example:
- Dress: front, back, side profile
- Bag: front, back, open (showing interior), and worn on shoulder
- Shoes: top, side, and on feet
4. Lifestyle context — tell the story
This is different from “product in use.” Lifestyle shots are about mood. They show your product in a setting that reflects how your customer wants to feel.
If you sell activewear, show it at the beach, on a hike, or in a sunlit yoga studio — not just against a white wall.
If you sell slow fashion, show it in a beautiful home, styled with intention, living a life your customer aspires to.
Why it works: These images show how colours and textures appear in everyday situations and give customers styling inspiration.
This is also where you show styling. How does this piece work with other items? What could they wear it with? Give them the vision, not just the garment.
Shot list example:
- Your linen shirt styled with jeans and sandals, coffee in hand
- Your earrings worn at a dinner party, wine glasses in frame
- Your activewear on the beach with a surfboard
5. Scale and fit — answer the “will this fit me?” question
This is especially important for clothing, but applies to any product where size matters.
For clothing: show it on different body types if you can. At minimum, show it on a model so customers can see how it drapes, how long it is, and how it actually fits a real human body.
For other products: include something in the shot that gives scale. A hand holding your product. Your bag next to a laptop. Your candle next to a book.
Why it works: Size ambiguity is one of the top reasons people abandon a product page — or return what they bought. Show them exactly what they’re getting.
Shot list example:
- Same dress on two different body types
- Hand holding your product for scale
- Model with height listed in product description
Part 2: What Else Your Product Page Needs
Great photos get attention. But trust is what closes the sale.
Here’s everything else your product page needs to convert browsers into buyers.
Reviews and testimonials
This is the single most powerful trust signal you can add.
People trust other customers more than they trust you. A glowing review from someone who’s actually bought and used your product does more selling than any description you could write.
What to include:
- Star ratings (even 4.5 stars builds trust — perfection can look fake)
- Written reviews with specific details (“The fabric is so soft” beats “Great product”)
- Photos from customers if you can get them (user-generated content is gold)
- Number of reviews (“47 reviews” signals popularity)
Pro tip: If you don’t have reviews yet, reach out to past customers personally and ask. Offer a small discount on their next order in exchange for an honest review.
Trust icons and badges
These are the visual shortcuts that tell your customer: “You’re safe here.”
Examples to include:
- Secure payment icons (Visa, Mastercard, PayPal, Afterpay/Laybuy)
- SSL security badge
- Money-back guarantee badge
- Free shipping threshold (“Free shipping over $100”)
- “Proudly NZ owned” or “Women-owned business” if relevant
- Any certifications (organic, sustainable, cruelty-free, etc.)
Place these near your “Add to Cart” button — that’s where hesitation happens.
Clear, specific product descriptions
Don’t just describe what it is. Describe what it does for them.
Bad: “Blue linen dress with pockets.”
Better: “A relaxed-fit linen dress in ocean blue, with deep side pockets big enough for your phone. Cool and breathable for summer, but structured enough for work. Throw it on with sandals or dress it up with earrings — this is the dress you’ll reach for every week.”
What to include:
- Fabric/material and why it matters
- Fit details (relaxed, fitted, true to size, size up, etc.)
- Care instructions
- Dimensions or size guide link
- What problem it solves or how it makes them feel
Size guide
For clothing, this is non-negotiable.
A good size guide includes:
- Measurements in cm and inches
- How to measure yourself (bust, waist, hips, length)
- Model’s height and what size they’re wearing
- Fit notes (“This style runs small — we recommend sizing up”)
Even better: a fit quiz or size recommendation tool if your platform supports it.
Shipping and returns information
Don’t make them hunt for this. Uncertainty kills conversions.
Include on every product page:
- Shipping timeframes (“Ships within 2–3 business days”)
- Shipping cost or free shipping threshold
- Returns policy summary (“30-day returns, no questions asked”)
- Link to full policy for details
Scarcity and urgency (used honestly)
If it’s true, say it:
- “Only 3 left in stock”
- “Limited edition — won’t be restocked”
- “Sale ends Sunday”
Don’t fake scarcity. Customers can smell it. But if your stock is genuinely limited, let them know.
FAQs on the product page
Think about every question a customer might have that could stop them from buying:
- “Is this true to size?”
- “What’s the fabric like?”
- “Can I wash it in the machine?”
- “How long does shipping take?”
- “What if it doesn’t fit?”
Answer them right there on the page. Every unanswered question is a reason to leave.
The Product Page Checklist
Before you publish, make sure you have:
Photos: ☐ Product in use (someone actually using/wearing it) ☐ Close-up details (texture, stitching, hardware, quality indicators) ☐ Multiple angles (front, back, side — at minimum) ☐ Lifestyle context (location and styling that tells the story) ☐ Scale and fit (on a body, or with something for reference) ☐ All colour variants shown
Trust signals: ☐ Customer reviews with star ratings ☐ Secure payment icons ☐ Money-back guarantee or returns policy badge ☐ Any relevant certifications (sustainable, organic, NZ-made, etc.)
Information: ☐ Detailed product description (features AND benefits) ☐ Size guide with measurements ☐ Shipping timeframes and cost ☐ Returns policy summary ☐ FAQs addressing common hesitations
Your photos matter — but they’re not everything
A stunning photo gets someone to stop scrolling. But trust is what gets them to buy.
Your product page needs to do the job of a shop assistant: answer questions, build confidence, and make it easy to say yes.
Get the photos right. Then back them up with everything else.
Want help with the photo side?
If you’re selling physical products and want images that actually convert, I can help you plan and shoot content that works across your website, socials, and marketing for months.
[View Photography Services]
Or if you want to DIY it, grab The Busy Founder’s Content Toolkit — it includes a product photography shot list checklist you can use for your next shoot.
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