Guidelines for Brand and Category Landing Pages

Brand and Category Landing Pages help guide customers to the products they’re most interested in. They’re essential for improving navigation, highlighting specific product groups, and boosting search engine visibility.

Below are guidelines and best practices to help you build engaging, conversion-focused landing pages for both brands and categories.

1. Keep the Page Purpose Clear

Each landing page should have a single clear focus:

• Brand Pages introduce a specific brand you stock, showcasing its story, key products, and why customers should choose it.
• Category Pages guide customers through a product group (e.g. Outdoor , Kitchenware, or New Arrivals), making it easy to browse and shop.

Keep messaging concise and ensure the main call-to-action (e.g. “Shop the Collection”) is clear and easy to find.

2. Structure Content with Widget Containers

Brand and Category Landing Pages can be built using Widget Containers for a clean, structured layout. 

See Building Engaging Non‑Product Pages with the Widget Manager 

Example Brand Page Structure:

1. Hero Banner Container with brand logo or campaign image
2. Brand Story Container (text and video widget about the brand)
3. Featured Products Container (top sellers or new arrivals from this brand)
4. Promotional Container (special offers, bundles, or brand-specific campaigns)

Example Category Page Structure:

1. Hero Banner Container (seasonal image or category-specific message)
2. Category Highlights Container (links to subcategories)
3. Product Container (featured or best-selling products)
4. Supporting Content Container (tips, buying guides, or related articles)

3. Use Rich, Relevant Content

Landing pages work best when they tell a story and build trust:

• For Brand Pages, include brand history, sustainability credentials, or unique selling points.
• For Category Pages, consider adding helpful content such as size guides, care tips, or trend highlights.

You can add widgets for text, images, videos, or even FAQs to make the page more engaging.

4. Highlight Key Products

Use Feature Product widget to showcase:

• Best sellers
• New arrivals
• Exclusive or seasonal products

See Types of Widgets and Their Uses

Keep the selection curated—showing a mix of top-performing and high-margin products can drive both engagement and sales.

5. Keep SEO in Mind

Brand and Category Pages are valuable for search engines. To optimize them:

• Include keyword-rich titles and headings
• Add a short introductory paragraph describing the brand or category
• Use alt text on images
• Avoid duplicate content (keep descriptions unique to each page)

This improves organic visibility and helps attract new customers searching online.

6. Schedule and Refresh Content

Just like your Home Page, you can schedule Widget Containers on Brand and Category Pages for time-sensitive campaigns, such as seasonal promotions or product launches.

Regularly review and refresh these pages to keep them current and relevant. For example:

• Update brand stories if they launch a new collection
• Feature different products each season
• Highlight trending categories during peak shopping periods

See Text and Graphic Widgets : How to Guide

7. Maintain Consistent Branding

While each page can have its own focus, ensure the overall look and feel stays consistent with your site’s design. Use similar fonts, colors, and image styles to maintain a cohesive brand experience.

Tip: If you create new graphics for these pages, match the style of the original designs provided during your onboarding process to keep a unified visual identity.