Google has changed the game for product pages, says Guy Utley, Executive Creative Director and co-founder of Leeds agency Tall. High-performing, story-rich and detail-heavy pages will elevate your brand above the competition.
Google isn’t what it was, and content? It’s not either.
As a creative, I’ll admit, in the past, I’ve had that moment. Eyes glazing over. That quiet, slightly defensive mutter: “Yeah, it’s SEO-ready…”
Back then, making an “organic-ready” site meant a few predictable things: cramming in keyword-heavy content that bulked out what was once a tight user experience and a beautifully considered design into something bloated and, let’s be honest, a bit painful to read.
There was more to it than that, of course. But still, as a creative, it felt like watching your work get bastardised.
The good news? That version of content is dying.
Today, the experience has to be more.
In the past year, Google has raised the bar. “Helpful content” doesn’t mean more noise. It doesn’t mean writing what you think Google wants. It’s a call for better. Smarter. Deeper. Human-first work that actually earns its place.
Product pages, service blurbs, thought pieces – it all counts now.
And the game has moved on. Forget keyword stuffing. Forget content for content’s sake. This is about clarity, quality, and usefulness that’s designed for real people.
So when you churn out lazy copy, or worse, when you leave AI to do it all for you, Google notices. And it doesn’t blink. It acts.
If you’ve thrown up a few product images and hoped that’ll do the heavy lifting, that they’ll somehow communicate your features, benefits, and USPs…
You’ve misread the brief.
We’ve seen what happens next.
In a recent conversation with a well-known brand turning over £10m-plus, we heard the familiar story. Their product content looked okay. Clean. Functional.
But underneath? Thin. Templated. Transactional. No edge. No empathy. No real experience design.
The result? Google pulled the plug.
Rankings dropped. Traffic dried up. £5M in annual revenue disappeared, almost overnight.
Product pages are brand pages.
Product content isn’t filler. It’s not admin. It’s not where creativity goes to die.
It’s where trust is built.
Where conversion happens.
Where difference is made.
Great product content doesn’t just explain, it earns attention. It engages. It works where design, SEO, storytelling and UX all meet. It reassures. It resonates. It sets you apart.
If you’re cutting corners because “it’s just a product page”, you’re not saving money. You’re building in risk.
So make it useful. Make it human. Make it now.
Winning brands aren’t louder. They’re sharper. The brands that are breaking through today aren’t shouting more. They’re crafting better. With strategy, creativity, and intent baked in from the start.
Take our client SharkNinja, a business moving at pace, innovating year-round, and laser-focused on solving the problems others miss.
They obsess over ensuring their digital experience lives up to the real-world experience their products are so consistently praised for. That means high-performing pages – rich with story, packed with smart video, guided interactions, and product detail that actually differentiates. And all of it crafted in a way Google can’t help but reward.
The results speak for themselves:
- 163% increase in conversion rate for the Shark CryoGlow landing page
- 192% increase in add-to-cart actions from the Shark CryoGlow landing page
- 102% increase in conversion rate for the Shark Beauty Hub
If you want to build long-term brand equity, and stay on the right side of Google, stop treating content like a task to tick off.
