/storefront-best-practices

Static Pages

Contents

• Overview
• FAQ Page
• About Page
• Contact Page
• Shipping and Returns
• Privacy Policy and Terms
• Size Guide
• Mobile and SEO
• Checklist

Overview

Static pages provide essential information about the store, policies, and customer support. Purpose: Build trust, reduce support inquiries, meet legal requirements, improve SEO.

Essential Static Pages

Required:

• Privacy Policy (legally required in most regions)
• Terms and Conditions
• Shipping and Returns
• Contact

Strongly recommended:

• FAQ (Frequently Asked Questions)
• About Us

Optional:

• Size Guide (for apparel stores)
• Store Locator (if physical stores)

FAQ Page

Purpose and Structure

Purpose: Answer common customer questions, reduce support inquiries, improve purchase confidence.

Common FAQ categories:

• Ordering and Payment
• Shipping and Delivery
• Returns and Exchanges
• Product Information
• Account Management

Layout Pattern: Accordion (Recommended)

Question as clickable header, answer hidden by default, click to expand. Compact, scannable format.

Example:

Frequently Asked Questions

Ordering and Payment

▸ How do I place an order?
▸ What payment methods do you accept?
▸ Is it safe to use my credit card?

Shipping and Delivery

▸ How long does shipping take?
▸ Do you ship internationally?

Alternative: All Expanded All questions and answers visible. Better for few questions (<10), good for SEO (all content visible), easy to Ctrl+F search.

Search Functionality

FAQ search (for extensive FAQs): Search box at top, real-time filtering as user types, highlights matching questions, "No results" state with contact link.

Content Guidelines

Question format: Clear, concise, use customer language, start with question words (How, What, When).

Answer format: Direct answer first sentence, additional details if needed, bullet points for lists, link to related pages, 2-4 sentences ideal.

About Page

Purpose and Content

Purpose: Tell brand story, build trust and connection, showcase values and mission, differentiate from competitors.

Key sections:

• Brand story/history (how the company started)
• Mission and values (3-5 core values)
• Why choose us (what makes you different)
• Sustainability/social responsibility (if applicable)

Layout Structure

Hero section: Large image (team, products, brand imagery), headline (brand tagline or mission), brief intro paragraph (2-3 sentences).

Story section: 3-5 paragraphs, conversational tone, focus on customer benefits.

Values section: 3-5 core values with icon or image for each, brief description (1-2 sentences).

Call-to-action: Shop products, join newsletter, follow on social media.

Contact Page

Contact Methods

Essential:

• Contact form (primary)
• Email address
• Phone number (optional)
• Business hours
• Response time expectation ("We respond within 24 hours")

Optional:

• Live chat button
• FAQ link ("Find answers faster")
• Social media links
• Physical address (if applicable)

Contact Form

Form fields:

• Name (required)
• Email (required)
• Subject or Topic (dropdown, optional)
• Message (textarea, required)
• Order number (optional, for order inquiries)
• Submit button

Form features: Clear field labels, placeholder examples, required field indicators, email validation, success confirmation.

Shipping and Returns

Shipping Information

Key sections:

• Shipping methods and costs (table format)
• Delivery timeframes
• International shipping (if applicable)
• Order processing time ("Orders placed by 2pm EST ship same day")
• Tracking information
• Shipping restrictions

Shipping Methods Table Format:

Method          | Cost      | Delivery Time
──────────────────────────────────────────
Standard        | $5.99     | 5-7 business days
Express         | $12.99    | 2-3 business days
Overnight       | $24.99    | Next business day
Free Shipping   | Free      | Orders over $50

Returns and Exchanges

Key information:

• Return window (e.g., 30 days)
• Return conditions (unused, tags attached, etc.)
• Refund method (original payment, store credit)
• Return shipping cost
• Exchange process
• Non-returnable items

Return process steps:

How to Return an Item

1. Initiate Return
   Log into your account and select the order

2. Print Return Label
   We'll email you a prepaid shipping label

3. Pack and Ship
   Include all original packaging and tags

4. Receive Refund
   Refunds processed within 5-7 business days

Privacy Policy and Terms

Privacy Policy

Purpose: Legal requirement in most regions (GDPR, CCPA compliance), explain data collection and use, build customer trust.

Key sections:

• Information collected
• How information is used
• Data sharing and disclosure
• Cookies and tracking
• User rights (access, deletion, etc.)
• Data security measures
• Contact for privacy inquiries
• Last updated date

Layout: Table of contents (for long policies), clear section headings, numbered or bulleted lists, plain language, last updated date at top.

Important: Consult legal counsel for content, include required disclosures, update regularly.

Terms and Conditions

Purpose: Legal agreement between store and customer, define rules and limitations, protect business legally.

Key sections:

• Acceptance of terms
• Product descriptions and pricing
• Order acceptance and cancellation
• Payment and billing
• Shipping and delivery
• Returns and refunds
• Intellectual property
• Limitation of liability
• Dispute resolution
• Changes to terms

Layout: Numbered sections (1, 1.1, 1.2), table of contents for long documents, clear section titles, anchor links to sections.

Size Guide

Purpose (for apparel/footwear stores): Help customers choose correct size, reduce returns due to sizing issues, increase purchase confidence.

Content:

• Size charts (numeric measurements) - use proper table markup
• How to measure instructions with illustrations
• Fit descriptions (slim fit, relaxed, etc.)
• Model measurements (for reference)
• Size conversion chart (US, EU, UK)

Size Chart Format:

Women's Tops Size Guide

Size  | Bust      | Waist     | Hips
─────────────────────────────────────
XS    | 32-33"    | 24-25"    | 35-36"
S     | 34-35"    | 26-27"    | 37-38"
M     | 36-37"    | 28-29"    | 39-40"
L     | 38-40"    | 30-32"    | 41-43"
XL    | 41-43"    | 33-35"    | 44-46"

Accessibility: Use proper table markup (not images), clear column headers, screen reader friendly, mobile-responsive tables.

Mobile and SEO

Mobile Optimizations

Layout: Single column, full-width content, larger touch targets for accordions, generous padding (16-20px).

Typography: 16px minimum body text, 24-32px headings, line height 1.5-1.6, short paragraphs (3-4 sentences max).

Tables: Horizontal scroll for wide tables or card layout (stacked rows), responsive design.

Forms: Full-width inputs, 44-48px height, large submit buttons, appropriate keyboard types.

Quick actions:

• Tap-to-call: Phone numbers as clickable links (tel:)
• Tap-to-email: Email addresses as clickable links (mailto:)
• Map integration: "Get Directions" links to native map app

SEO for Static Pages

On-Page SEO:

• Unique title per page (50-60 characters max, format: "Page Title | Store Name")
• Meta descriptions (150-160 characters, include call-to-action)
• Proper heading hierarchy (one H1 per page, H2 for sections, H3 for subsections)
• Original, unique content
• Internal links to products/categories
• Regular updates (especially FAQ)

Schema Markup:

• FAQ schema for FAQ pages (rich snippets)
• Organization schema for About page
• LocalBusiness schema for Store Locator
• ContactPoint schema for Contact page

Benefits: Rich snippets in search results, improved visibility, better click-through rates.

Checklist

Essential pages:

• FAQ page with accordion layout
• FAQ search functionality (for extensive FAQs)
• FAQ categories organized logically
• Contact page with form
• Contact form validation
• Email address and business hours visible
• Shipping and Returns page
• Shipping methods and costs table
• Delivery timeframes clear
• Return policy with conditions
• Return process step-by-step
• Privacy Policy page
• Last updated date on Privacy Policy
• Privacy policy in plain language
• Terms and Conditions page
• Last updated date on Terms

Optional but valuable:

• About Us page with brand story
• Mission and values section
• Size Guide (if apparel)
• Size charts with measurements
• How to measure instructions
• Store Locator (if physical stores)

SEO and technical:

• Unique title tags per page
• Meta descriptions per page
• Proper heading hierarchy (H1, H2, H3)
• Internal links to products/categories
• Schema markup (FAQ, Organization, etc.)
• Mobile-responsive layout
• Fast loading times

Accessibility:

• Semantic HTML (main, article, section)
• ARIA labels on accordions
• Keyboard navigation supported
• Focus indicators visible
• High contrast text (4.5:1)
• Forms properly labeled
• Tables with proper headers
• Alt text on images

Content quality:

• Clear, concise writing
• Short paragraphs (3-4 sentences)
• Bullet points for lists
• Regular content updates
• No outdated information
• Contact info current
• Policies reflect current practices