How do you make your product photo excellent?

Get a basic DSLR camera and fix it on a tripod.
Get 2-4 lighting sources (not fluorescent, tungsten is better) to provide plenty of white light on the product and on the back of the product (not too much light on the product to avoid a 'shiny' effect).
Place a truly white paper in the position where you want to photoshoot your products. Use semi-automatic settings and set ISO to 200-400. Take a photo of the white paper (focus only inside the paper) with and without flash.
Adjust automatically the camera's white balance with the white paper photo you took (read your camera's manual on how to do that).
Photoshoot your product from many angles (the more the better for the buyer).
Make a completely white background in a photo editor to make the product stand out.
Change the contrast (black/white balance) with an image editor.
I have taken thousands of photos this way for my e-commerce store. No more 'professional' photographers who charge crazy amounts of money.

 

Use baby models for your photos because photos with humans and faces tend to convert more than generic images.

To make your photos shine:

Use good lighting and know the right angle.
Even if you don't own a professional camera, get a zooming accessory to take better and clear HD pictures from your phone
Have a nice backdrop with props which are not too diverting for the customer.
Lastly, use a photo-editing app to give final touches to the product pictures.

 

There are so many tutorials on youtube how to shoot quality pictures. But first of all you have to get a good camera. You can use your phone's camera as well if it is a good one. You can also use a paid service, to hire a photographer to have the work done for you. The rates here in Bulgaria are $35 for 1 hour.

 

High resolution, good lighting, accurate colors are important. Make sure your product is at the center of attention, so get rid of any distraction by a plain (white) or blurred background. Take the photo from an interesting angle. Make sure your main image fills the frame (and appears as large as possible).

 

Definitely sharpen up on your Photoshop skills or hire someone to do it for you but all in all try using a white background for your product images but it depends on the colors of your site but white is usually the best option.