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If you’ve ever tried to get your products approved in Google Merchant Center (GMC) and came across the dreaded “Website Needs Improvement” or “Online Store Needs Improvement” warning, you’re not alone. This is one of the most common issues that frustrates new eCommerce sellers.
But don’t worry — it’s fixable. Let’s break down what this message really means, why it happens, and how to resolve it so your products can appear on Google Shopping without a hitch.
How To Resolve?
You need to make sure you follow Google’s editorial guidelines.
To resolve the issues, you should read the editorial guidelines and check the most common problems below.
The most common issues are?
Below are the most common reasons your site might trigger the “Website Needs Improvement” warning:
- Website design that doesn’t fit your business or product niche
- Copied product descriptions or images from other merchants
- Placeholder or template text like “Lorem ipsum”
- Poor grammar or spelling errors
- Broken links leading to missing pages
- Empty product categories or inconsistent categorization
- Low trust in provided contact details (no email, address, or phone number)
- Incomplete or missing shipping policy
- Pop-ups that block key website content
- Non-functioning promotions or discount codes
- Template or stock images instead of real product photos
- Duplicate product details across multiple listings
- Weak or generic policy pages that don’t reflect your niche
- Incorrect domain name or branding mismatches
- Product categories not matching between your website and your product feed
- Lack of clear business information (About Us, Contact, etc.)
- No verified phone number or business contact details
- Missing or no customer reviews to build trust
How to Fix the Problem
Here’s how you can clean things up and get your Merchant Center approved:
Improve Website Design
Make sure your store design matches your niche — for example, a beauty brand should look modern, clean, and on-brand, not like a generic tech site.
Use Unique Content
Write your own product titles and descriptions. Avoid copying text or images from other merchants — Google values originality.
Add Legal and Policy Pages
Include:
Refund & Return Policy
Privacy Policy
Terms of Service
Shipping Information
Contact Us page
These should be specific to your niche — not generic templates.
Show You’re a Real Business
Add clear contact info, a verified phone number, and a physical or registered address. Positive reviews also help build trust.
Fix Technical Issues
Test all product links and checkout flows.
Ensure your site is secure (https://) and loads quickly on mobile.
Remove broken pages or inactive promotions.
Match Products and Feed Data
Your website products, categories, and data feed should match exactly. Inconsistencies can trigger disapprovals.
Resubmit for Review
Once your updates are done, go to Google Merchant Center → Account Issues → Request Review. It usually takes a few days for Google to re-check your site.
Final Thoughts
The “Website Needs Improvement” issue is Google’s way of ensuring quality and customer safety — not a punishment.
By improving your website’s content, trust signals, and user experience, you’ll not only pass Google’s review but also build a stronger, more credible online brand.
In short: build your site for real people first — and Google will follow.