While product pages are at the heart of any e-commerce website, non-product pages play a vital supporting role in building trust, improving transparency, and delivering a strong customer experience. These pages are often the first place a customer will look when they have a question, concern, or want to learn more about the business behind the products.
For Retailers, having well-written and legally compliant content across these pages is essential not only for customer satisfaction but also for SEO, brand credibility, and compliance with Irish and EU consumer protection laws.
Below is an overview of the key non-product pages that every ecommerce website should include, along with guidance on what content to provide, what to avoid, and why each one matters. These include:
- About Us
- Location Details
- Contact Details
- Delivery & Collection
- Returns Policy
- Terms and Conditions
- Privacy Policy
About Us
Purpose: This page introduces your brand and tells your story.
What to Include:
- A brief history of the business (e.g., when and why it was started)
- The team behind the business or the founder’s story
- Your brand values and mission
- A personal touch – such as community involvement or passion for your products
Important Notes:
- Keep it conversational and warm to build trust.
- Avoid being too technical or sales-focused – this is about you, not your products.
- Any photography of the business from the beginning or throughout the years of opening is always a nice touch
Why It’s Needed:
Customers want to know who they’re buying from. A compelling About Us page builds credibility and fosters brand loyalty.
Location Details
Purpose: To help customers find your physical premises.
What to Include:
- Full address (include Eircode/postcode)
- Opening hours
- Parking or access information
- Any branch-specific contact details if relevant
Important Notes:
- If you have multiple locations, list each clearly or link to a store finder page.
- Our design team will help embed the Google Map Integration
Why It’s Needed:
Clear location details help customers plan visits, trust your legitimacy, and reduce the number of basic enquiries.
Contact Details
Purpose: Gives customers a clear path to reach you.
What to Include:
- Email address and/or contact form
- Phone number
- Response time expectations (e.g., “We aim to respond within 24 hours”)
Important Notes:
- Ensure all contact details are kept up to date.
- Consider accessibility (e.g., phone hours for those who prefer to call).
Why It’s Needed:
Trust and transparency. Customers want reassurance they can contact a real person if there’s an issue.
Delivery & Collection
Purpose: To clearly explain how and when orders will be fulfilled.
What to Include:
- Delivery areas (local, national, international)
- Estimated delivery times and costs
- Courier information or tracking details
- Collection/Click & Collect options, if available
- Any restrictions (e.g., fragile items, rural delays)
- The Eircodes applicable for local delivery
Important Notes:
- Be specific and avoid vague terms like “fast delivery.”
- Use bullet points or tables for clarity.
Why It’s Needed:
Sets expectations and prevents confusion or complaints about shipping timeframes or costs.
Returns Policy
Purpose: To outline the process for returning unwanted or faulty goods.
What to Include:
- Timeframe for returns (e.g., 14 days)
- Condition of returned items (e.g., original packaging)
- Whether returns are free or paid
- How to initiate a return (email, portal, etc.)
- Refund vs exchange options
Important Notes:
- This page must comply with consumer rights legislation (especially for online sales).
- Be fair but clear on your boundaries.
Why It’s Needed:
Customers are more confident buying if they know there’s a simple, fair return policy in place.
Terms and Conditions
Purpose: A legal framework outlining the rules for using your website and purchasing from your store.
What to Include:
- Order processing and cancellation terms
- Pricing, promotions, and accuracy disclaimers
- Payment terms
- Legal jurisdiction
- Liability disclaimers
Important Notes:
- Use plain English where possible – clarity builds trust.
- Include a “last updated” date at the top or bottom of the page.
Why It’s Needed:
Protects both the merchant and the customer. Ensures your business is operating legally and transparently.
Privacy Policy
Purpose: Explains how customer data is collected, used, and protected.
What to Include:
- What data you collect (e.g., email, cookies, payment details)
- Why and how you use it (e.g., order fulfilment, newsletters)
- Data sharing with third parties (e.g., couriers, email providers)
- Cookie usage
- Contact for privacy concerns or data access
Important Notes:
- This is a legal requirement (GDPR compliance is essential).
- Use simple language and break into clear sections.
Why It’s Needed:
Builds customer trust and ensures you are meeting your legal obligations as an online retailer.
Template Resources
You can reference:
Website: https://www.compliancejunction.com
Best for: GDPR-compliant documentation for Irish/EU ecommerce sites.
- While it specialises in data protection and privacy, it also offers ecommerce content templates.
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