Conversion

The product page
a lighting brand needs.

What goes above the fold, the gallery order, and what to cut.

7 min read Updated 22 September 2026

A lighting product page has one job that a clothing page does not: it has to show a thing doing something invisible in a photograph. Most templates are built for clothing.

Above the fold: three things, in this order

• The product, lit. Not the studio shot. The first image should be the lamp doing its job, because that is the question the visitor arrived with.
• Name, price, and one line of what it is for. «Pendant, 40 cm — over a table» does more than a paragraph of adjectives.
• The buy button, reachable with a thumb. On a phone that means it is visible without scrolling, or it follows.

Everything else — the story, the materials, the designer — goes below. Not because it does not matter, but because it does not decide.

The gallery, in the order that answers questions

Galleries are usually ordered by which photograph the shop likes best. Order them by the sequence of questions instead:

• 1 — Lit, in a room. What does this do to a space?
• 2 — The product, clean, on a plain background. What is it?
• 3 — Scale. Next to a chair, a door or a person. How big is it really?
• 4 — Detail. The material, the join, the switch, the cable. Is it well made?
• 5 — Installed. How does it mount, and what will that involve?

Five images in that order answer, in sequence, every objection that stops a lamp purchase. Most shops have images 2 and 4 and nothing else.

Specifications that change a decision

Keep the full list for the people who want it, but pull these four up and write them in plain language: colour temperature, lumens, CRI and beam angle. Each one, and the sentence to use.

Then add the two that are not about light at all and stop more sales than any of them: dimensions with a reference, and what bulb it takes and whether it is included.

Social proof about the light

«Arrived quickly, well packaged» is a review about your logistics. Useful, but it is not why someone hesitates. The reviews that convert say «warmer than I expected and I am glad» or «lights the whole table».

You get those by asking for them. Change the review request from «how was your order?» to «what does the light look like in your room?» and the answers change with it.

What to cut

• The countdown timer and the stock-scarcity counter.
• The «customers also bought» carousel above the specifications.
• Any paragraph containing «elevate», «stunning» or «transform your space».
• The second, third and fourth trust badge.

Every one of those occupies a position better used by a photograph or a fact.

The part most shops cannot do

All of the above is free. The lit photograph in position one is not: it is roughly half a studio day per product, which is why the advice «show it lit» usually ends there.

Generating the night version from the daytime photograph you already have is the way around that for a catalogue. It is what LightsOff does — and if you only fix one thing on this page, fix position one.