A Dutch webstore owner (haarvast.nl) is struggling with repeated Google Merchant Centre rejections due to “website needs improvement” violations. Despite multiple attempts to fix issues, the site continues to be rejected.
Initial Problems Identified:
Business name inconsistency (listed as haarvast.nl but actually Waac)
Pre-selected product quantities set to 3 instead of 1
Inventory discrepancies (showing 18 in stock but unavailable at checkout)
Recommended Solutions:
Ensure complete policies (privacy, refund, shipping) and contact information are clearly accessible
Fix product listings with accurate descriptions, pricing, and high-quality images
Verify mobile-friendliness and HTTPS security
Eliminate broken links and 404 errors
Confirm proper Dutch language implementation in HTML
Review all Google Merchant Center policy documentation
Current Status:
The discussion remains open with no resolution. The store owner continues seeking guidance, while community members suggest thorough policy review and using diagnostic tools like Google Search Console and Mobile-Friendly Test to identify specific violations.
Summarized with AI on November 2.
AI used: claude-sonnet-4-5-20250929.
My webstore: https://haarvast.nl/ keeps getting rejected by Google Merchant Centre because of the “website needs improvement” conduct. The website is in Dutch so it might be hard for some people to give a clear explanation because of why this keeps happening.
From reading the policies I think I have solved all the issues that might have occured. Is there someone that has had this problem before that knows a thing or two about this issue?
The help is much appreciated, if you need to know more, I am very happy to help.
Once again I made many changes to my website to comply with the policies of Google. My website got rejected again. I’m at a loss for words and do not know the steps to follow up. The website gets rejected for the following policy now:
I understand how frustrating it is when your website gets rejected by Google Merchant Center, especially when you feel like you’ve resolved the issues. Based on your situation, here are some common reasons for the “website needs improvement” rejection and what you can do about them. I’ve also shared personal insights and practical steps to fix this issue.
1. Website Design and Functionality- Issue: If your site looks unfinished or unprofessional, Google may flag it.
Fix: Make sure:
All pages are fully functional (no 404 errors).
The website has a clean, professional layout.
Text is readable, and the design is mobile-friendly.
Use Google’s Mobile-Friendly Test Tool to check.
2. Clear Policies and Contact Information- Issue: Missing or unclear policies (e.g., refund, shipping) can trigger rejections.
Fix: Add clear and accessible:
Privacy Policy: Explain data collection and usage.
Refund Policy: Detail return processes.
Shipping Info: Provide expected delivery timelines and costs.
Contact Info: Add a phone number, email, and address on a “Contact Us” page.
3. Product Listings- Issue: Product details might be incomplete or unclear.
Fix: Check your product pages:
Include detailed descriptions with specs, benefits, and clear pricing.
Add high-quality images from different angles.
Ensure prices on your site match those in your product feed.
4. Secure Checkout- Issue: Unsecure or buggy checkout processes can also lead to rejections.
Fix: Ensure:
Your site uses HTTPS (SSL certificate installed).
The checkout process is smooth with no broken links or confusing steps.
5. Content Quality- Issue: Duplicate or thin content can hurt credibility.
Fix: Improve your content by:
Writing original and engaging descriptions for your products.
Avoiding keyword stuffing and using natural language.
6. Localization- Issue: If your site is in Dutch, ensure that:
It is fully translated, including buttons, labels, and error messages.
Google recognizes the primary language (you can set this up in your HTML ).
How to Check What’s Missing1. Use Google Search Console to identify crawling and indexing issues.
Test your website with tools like GTmetrix for speed and usability improvements.
Look at Google Merchant Center’s diagnostic report to pinpoint flagged issues.
Here’s a quick checklist:
Mobile-friendly and fast website.
Clear policies (privacy, refund, shipping).
Complete product listings with detailed info and images.
Secure HTTPS and smooth checkout.
Fully translated content for Dutch users.
All pages are accessible (no broken links).
If you’re still stuck, you can contact Google Merchant Center support for a more detailed explanation—they’re usually quite helpful.
If you need any other assistance, feel free to reply and I will try my best to help.
Best regards,
Daisy