General industrial cleaners are designed for broad-use industrial maintenance and repair (MRO) applications. For example, cleaners that remove oils, residues, dirt, and other contaminants from surfaces, equipment, floors, parts and machines.
- Product tagline
- Short description
- Long description
- USPs
- Meta data & SEO
What is a product tagline and why is it important?
The tagline should include what makes a product unique within its product category. 80% of customers only read the product tagline and often only on the Product Listing Page, so it’s crucial to be both as accurate as possible and keep to the two golden rules of taglines:
Maximum 80-characters limit
No full-stop at the end
Constructing a product tagline
We have a simple formula to help you write compelling taglines for general industrial cleaners. And to make it even simpler, the three elements can be in any order:
Examples
Refer to these examples when writing your tagline. And remember: no full stop at the end, and max 80 characters.
- Aqueous neutral cleaner for steel and cast iron
- Cleaner and adhesion promoter for non-absorbent substrates
- Non-CFC, general purpose cleaner for plastic parts
- Universal surfactant-free cleaner for steel and cast iron
- Aqueous neutral cleaner for steel, cast iron and non-ferrous metals
- Alkaline cleaning powder for cleaning metal surfaces
- Acid etching cleaner for removing oxide films from magnesium
What is a short description and why is it important?
Use the short description, in max 2 sentences, to describe what’s specific to the product within its category, and how the product provides value in application. In short, expand on the tagline without repeating it verbatim (and don’t forget a full stop at the end!).
Do not include the product name in the short description.
Constructing a short description
We have a simple formula for writing compelling short descriptions:
Examples
Refer to these examples when writing your short description:
- This acid etching liquid removes oxide films from magnesium and its alloys before passivation.
- This yellow to light brown neutral cleaner is ideal for intermediate and final cleaning in immersion processes, with or without ultrasonics.
- This strong alkaline cleaner removes rust, paint and other hard-to-clean soils from steel before remanufacturing processes.
What is a long description and why is it important?
Here you have the space to describe in greater detail all the important technical characteristics. Elaborate on the tagline and short description (verbatim if necessary), and add any important info not yet mentioned.
Constructing a long description
There is no specific formula for writing long descriptions: just start with the product name (remembering the ®) and elaborate in 2-3 sentences details on the product. The first sentence should be the primary differentiators / key features, with the following sentences additional information on substrate compatibility, specific applications, etc. And of course remember to stick to all protocols for measurements, spacing, etc.
Examples
Refer to these examples when writing your long description:
- BONDERITE® C-AK RM 21 is a high performance, alkaline cleaner for removing stubborn contaminants such as rust, paint, and heavy oils from steel surfaces. It is particularly suitable for preparing parts for phosphate conversion coatings or remanufacturing processes. The product comprises inorganic salts, chelating agents, surfactants, and water, and can be applied via immersion or spray methods without leaving stains.
- BONDERITE® C-NE 200 is an aqueous neutral cleaner designed for steel and cast iron cleaning applications. It is composed of organic corrosion protection components, active cleaning agents, inhibitors and stabilizers, and is ideal for cleaning after machining, cutting, stamping, forming, and simultaneous passivation. It’s used in spray processes and is ideal for high pressure operations. Operating temperature is 20°C to 80°C (68°F to 176°F).
- BONDERITE® C-NE 300 is an aqueous neutral cleaner designed for steel and cast iron cleaning applications. It is composed of organic corrosion protection components, active cleaning agents, inhibitors and stabilizers, and is ideal for cleaning after machining, cutting, stamping, forming, and simultaneous passivation. It’s used in spray processes and is ideal for high pressure operations.
What are USPs and why are they important?
Here you can list the top 3 to maximum 5 things a customer would need to know about the product, based on what they’re most likely to use it for. Try to focus on genuine USPs, rather than generic information you could find in many products. Ensure any regional-specific certifications are included (as a one-off 6th USP if necessary).
Constructing USPs
We have a simple formula for writing compelling USPs:
Examples
Refer to these examples when writing your USPs (and please note: no full stops at the end):
- Multi-metal compatibility
- Good corrosion protection (pH is 9.7)
- Service/operating temperature: 20°C to 80°C (68°F to 176°F)
- Dewatering properties
- Universal surfactant-free cleaner
- Not emulsifying
- Boron-free
- Suitable for a wide range of processes
- Good sustainability
- Removes grease, oil, cutting fluids and workshop grime
What is meta data and why is it important?
The meta title is the product name, and the meta description is the product tagline. These data influence how pages appear in search results, impacting click-through rates and visibility. Optimizing meta data is important because it helps attract the right audience and improves search engine rankings and, by extension, leads.
Examples
- Meta title: BONDERITE® C-NE 3300
- Meta description: Aqueous neutral cleaner with high demulsifying properties
- Meta title: LOCTITE® SF 7840
- Meta description: Biodegradable, water-based general-purpose cleaner
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