Shoot the product where it lives, not on a white sweep

What it is

The homepage hero is one full-bleed photograph of the product range standing on a glass bathroom shelf. A centred serif headline, a short line, a review count and one dark "Shop best sellers" button sit in the open space above the jars, with a press-logo strip at the bottom edge.

Why it works

Showing the product in its real setting answers "would this look right in my home?" before the visitor reads anything, which a studio packshot never does. One headline and one button keep the photo doing the persuading.