The Most Important Pages Every Shopify Store Needs

4 Feb 2026 · ConversionAB Team

When building a Shopify store, many owners focus only on products.

But a successful online store is more than just product pages.

Certain pages build trust, guide customers, and make buying easier. If these pages are missing or poorly built, you may lose sales — even if your products are great.

Here are the most important pages every Shopify store should have, and what each one must include.

1. Homepage

Your homepage is your digital storefront. It creates the first impression.

When visitors land on your homepage, they should immediately understand:

• What you sell
• Who it’s for
• Why it’s worth buying

Your homepage should include:

• A clear headline (example: “Minimalist Watches for Everyday Style”)
• A short supporting sentence
• A visible “Shop Now” button
• Featured or best-selling products
• Trust elements (free shipping, easy returns, secure checkout)

Keep the design clean. Avoid too many sliders or popups. Simplicity builds trust.

2. Product Pages

Your product page is where customers decide whether to buy.

If this page is weak, everything else fails.

What a Strong Product Page Needs:

• High-quality images (multiple angles)
• Clear product title
• Visible price
• Strong Add to Cart button
• Clear description
• Shipping information
• Return policy summary
• Reviews or testimonials

Focus on benefits, not just features.

Instead of:
“Made from premium cotton.”

Better:
“Soft, breathable cotton that keeps you comfortable all day.”

Answer common questions directly to remove doubt.

3. Collection (Category) Pages

Collection pages help customers browse products easily.

Examples:

• Men’s Shoes
• Kitchen Essentials
• Summer Collection

A good collection page should:

• Show clear product thumbnails
• Display price below each item
• Allow sorting (price, newest, best-selling)
• Include filters (size, color, category)

If customers can’t find what they’re looking for quickly, they leave.

4. About Us Page

Many customers check the About page before buying.

They want to know who is behind the brand.

Your About page should:

• Tell your story briefly
• Explain why you started
• Show your values
• Include a photo if possible

Keep it human and honest.

Example:

“We started this brand because we couldn’t find high-quality eco-friendly bags that were affordable. So we decided to create our own.”

People connect with people, not companies.

5. Contact Page

If customers can’t contact you, they won’t trust you.

Your contact page should include:

• Email address
• Contact form
• Business hours (if applicable)
• Social media links

If possible, add a phone number.

This page reassures customers that real people are behind the store.

6. Shipping Policy Page

Customers want to know:

• How long delivery takes
• How much shipping costs
• Which countries you ship to

Be clear and transparent.

Example:

“Orders are processed within 1–2 business days. Standard delivery takes 3–5 business days.”

Clear expectations reduce support questions and abandoned carts.

7. Return & Refund Policy

Fear of being stuck with a product is a major reason people hesitate.

A simple return policy increases confidence.

Your return page should clearly state:

• How many days customers have to return
• Conditions for returns
• Who pays return shipping
• How refunds are processed

Even a simple “30-Day Easy Returns” line on product pages can improve trust.

8. FAQ Page

An FAQ page saves time for both you and your customers.

Answer common questions like:

• How long does shipping take?
• How can I track my order?
• What payment methods do you accept?
• How do I return a product?

This page reduces confusion and increases buying confidence.

Bonus: Blog Page

A blog is not required, but it helps.

It can:

• Improve SEO
• Educate customers
• Build authority
• Drive organic traffic

Even simple helpful articles can bring long-term growth.

Final Thoughts

A strong Shopify store is built on clear structure.

The most important pages work together to:

• Guide visitors
• Build trust
• Answer questions
• Remove doubts
• Make buying easy

If your store is missing any of these pages, start there.

Simple improvements in structure can lead to better conversions and long-term growth.