Your homepage and product pages carry much of the shopping experience, but they cannot answer everything. A first-time customer may want to know who runs the business, whether an order can arrive in time, how to choose a size, or what happens if something is wrong.
Supporting pages should answer those questions clearly. They are part of the purchase journey, and they deserve the same attention to content and design as the catalog. This guide expands the supporting-page planning in our complete Shopify website design guide.
Choose pages around customer needs
Do not start by copying another store's footer. List the questions people ask before and after buying, then decide where each answer belongs. A furniture brand may need delivery access information and assembly instructions. A skincare brand may need ingredient explanations and usage guidance. A specialist apparel brand may need detailed fit advice.
| Page or resource | Question it answers | Useful content |
|---|---|---|
| About | Who is behind this brand? | Specific history, people, approach, and credible evidence. |
| Contact | How do I get help? | Working contact routes, relevant hours, and realistic response expectations. |
| FAQs | Where is the answer to a common question? | Clear answers grouped around actual customer concerns. |
| Shipping and delivery | When and how will my order arrive? | Destinations, processing, delivery estimates, and relevant limitations. |
| Returns and exchanges | What happens if this purchase is not right? | Accurate conditions, process, timing, and costs. |
| Size, fit, care, or compatibility | Will this work for me? | Product-specific guidance that reduces uncertainty. |
Not every resource needs a separate page. A brief answer can live near the product control it supports, with a link to fuller details when necessary. Choose the format around the amount of information and how customers need to use it.
Write an About page with substance
An About page is an opportunity to make the business understandable. Explain what the brand makes, why it exists, and what is distinctive about its approach. Specific details are more useful than broad claims about passion, quality, or excellence.
A hypothetical homeware maker could show the workshop, explain how a collection is developed, introduce the people responsible for it, and describe the materials they actually use. An established retailer could explain its buying standards and the expertise behind its assortment.
Use authentic photographs and verifiable claims. Do not imply that stock imagery shows your team, factory, or customers. If a claim needs qualification or evidence, provide it. The page should build understanding through facts rather than borrowed authority.
End with a useful next step, such as exploring a relevant collection or contacting the business. Avoid turning the page into a disconnected brand essay with nowhere to go.
Make Contact a working support route
The contact page should tell customers how to reach the right person and what information will help. Order support might ask for an order number. Wholesale inquiries might need business details. Separate routes can help when different teams handle those requests.
Only list channels someone actually monitors. If you publish response hours or an expected response window, make sure the business can meet them. An ambitious promise that the team regularly misses creates more frustration than a realistic one.
Test the form after implementation. Submit a message, confirm it reaches the correct destination, inspect the confirmation state, and check how validation behaves on mobile. A beautiful form that nobody receives is not a functioning contact page.
Build FAQs from real questions
A useful FAQ answers the things people genuinely struggle to find or understand. Start with support conversations, pre-purchase inquiries, returns reasons, and questions raised during product testing. If the store is new, use informed questions as a starting hypothesis and revise them as real inquiries arrive.
Write the answer first. If someone asks whether a product fits a particular device, answer that directly before explaining the details. Avoid using every question as an excuse for another sales pitch.
Group related topics and use descriptive headings. A long accordion with vague labels makes people open everything to find one answer. Keep critical information accessible where the decision happens as well. A delivery answer may belong on the product page, in the cart, and in the shipping policy, with consistent wording across them.
Keep delivery and returns information accurate
Distinguish processing time from delivery time. Explain the destinations you serve, relevant exclusions, and what changes for preorders or made-to-order items. If the checkout calculates the final shipping cost, make that clear rather than publishing a misleading universal price.
For returns, describe the actual process and conditions customers need to understand. Keep the policy aligned with the business's operations and applicable requirements. Do not paste a generic statement that promises something the team does not offer.
Shopify provides dedicated areas for store policies. These are distinct from ordinary content pages. Review both the policy content and the places customers encounter it so duplicate explanations do not drift apart.
Add specialist pages when the product needs them
Size guides, care instructions, ingredient explainers, assembly resources, and comparison pages can help customers make a confident choice. Their value depends on their accuracy and placement.
For example, a size guide should say what the measurements describe and how to take them. If different garment families fit differently, a single generic chart may be insufficient. A care page should account for meaningful material differences rather than suggesting every product can be treated the same way.
When several products share structured guidance, consider a reusable content setup. Our metafields guide explains how product information and reusable entries can support that system. This can reduce duplicated editing while still showing the right guidance for each product.
Understand the difference between a page and its template
A page contains its own content and settings. Its theme template controls the arrangement of sections and blocks used to display it. Shopify's page documentation covers creating and editing pages.
Be careful when editing a shared template. A section's static text or image can appear on every page using that template. If the About page needs a distinct editorial layout and Contact needs a form, plan those template requirements explicitly rather than overwriting a shared arrangement.
Preview each page with its actual content and confirm the assigned template. Check that long answers, tables, forms, and photographs work on a phone. Our mobile design checklist provides a practical review process.
Link supporting pages at the point of need
The footer is useful, but it should not be the only route to important answers. Link a size guide near size selection, delivery details near relevant purchase information, and contact options where customers may need help.
Use link text that describes the destination. “View the size guide” is more useful than several identical “Learn more” links. Keep the main menu focused on the primary browsing tasks while giving important supporting information a logical home.
Include these pages in your website project brief and navigation plan. They need copy, assets, ownership, and testing time just like the product templates.
Give the whole website depth
A merchant can write and maintain these pages directly, or work with a studio to plan their structure, design, and implementation. Your team's product knowledge and accurate operational information remain essential either way.
Sugoi Digital creates comprehensive Shopify websites that consider the pages customers need throughout the shopping experience. Work With Us to discuss your project.
