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What Good Looks Like: A Product Page for Construction Materials

If you’re selling building materials—cement, timber, insulation, fixings, adhesives—your product pages do more than just display stock. They make or break your customer’s buying decision.

And your customers aren’t browsing casually. They’re quoting jobs at night, comparing specs across sites, and deciding who they’ll call first thing in the morning.

If your product page is missing key details—load ratings, certifications, pack sizes, or even just a decent image—you’re not just making life harder for your customers. You’re handing the sale to someone else.

So what does a great product page actually look like in this industry? And what needs to happen behind the scenes to make it work?

Table of Contents

A Good Product Page Starts with Good Product Data

We’re not talking about just a product name and a SKU. Buyers—especially trade customers—expect:

  • Pack size, coverage area, and material type
  • Technical specs like load ratings, strength, fire resistance
  • Compliance information (CE, UKCA, SDS, datasheets)
  • Images, diagrams, and install instructions
  • Associated products like fixings, accessories, or alternatives
This kind of information doesn’t just appear. It comes from suppliers—often inconsistently, in PDFs, spreadsheets, or emails—and someone on your team has to make sense of it.

Step One: Gather and Standardise

Before you even think about buying new tech, get clear on your product data sources and structure:

  • Where does your product data come from?
  • What’s missing most often? (Specs? Images? Safety info?)
  • Who owns the process of getting that data into shape?

You need a plan to cleanse, enrich, and standardise your attributes and content—especially across core product lines like cement, insulation, fixings, or tools.

Trying to scale without clean data is like pouring concrete on sand.

Step Two: Build the Right Process

Once your data is in better shape, build a process to manage it going forward:

  • Set rules for product attributes by category (e.g. all insulation must have R-value, fire rating, etc.)
  • Create templates for suppliers to submit content
  • Establish an approval workflow so nothing gets published until it’s complete
  • Assign responsibility—who owns what?
This stops the chaos of endless back-and-forths and ensures consistency across your range.

Only Then: Think About Technology

Now that you’ve got your data and your process in order—you’re ready for tech. That might be a PIM, or something lighter. But the key is that your foundations are in place.

Too many businesses jump into selecting a platform without fixing their content. The result? A shiny system filled with the same patchy, inconsistent data you started with.

Remember:

Product Data → Product Data Process → Product Data Tech. In that order.

So, What Does “Good” Actually Look Like?

Let’s take a common product—fire-rated plasterboard. A good page will include:

  • Full product name, board size, thickness, fire rating
  • Pack quantity and coverage calculator
  • CE mark, safety datasheet, downloadable certificate
  • Images of the board, label, and in-use application
  • Accessories like fixings, taping compound, etc.
  • Notes on installation, handling, or storage
All of this should be clearly laid out and searchable. Because whether a buyer is on-site, in-branch, or planning late at night, they need confidence to hit “Add to Quote” or “Place Order.”

Want to improve your product pages without buying new tech first?

Start with your data. We help construction suppliers build clean, complete, and usable product content—so when you do invest in PIM, it actually works.

Book a data enrichment chat and let’s make your product content work harder

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