Copywriting for product detail pages on 3rd party channel

These copywriting guidelines are to be used for creating third-party, channel-specific product detail pages (PDPs) for Marketplaces and Distributors e-commerce and differentiate from the Digital Engagement and Conversion Platform (DECP) PDPs. To ensure relevant content creation, channel differentiation, and SEO cannibalization, these guidelines must be followed.

Do’s and don’ts for all PDPs

DO follow guidelines for your specific tier.

DO include “how-to” keywords for SEO.

DO reference example documents.

DON’T mix and match content from different tiers, i.e. using exclusive or high-level content for Tier 3 marketplaces. 

DON’T write FAQs for non-applicable tiers.

DON’T include sections that aren’t in your tier example. 

Always make sure your PDP includes the following information:

  • Product Description (short and/or long depending on platform)
  • Technical specifications
  • USP text
  • How To Use
  • FAQ
  • Meta title and meta description
  • Alt text for images

Steps to creation:

  1. Identify if it´s a B2B or B2C channel and refer to either B2B or B2C PDP guidelines for a specific example and keyword guidance.
  2. Identify the channel tier. Specific examples of companies from each tier are included in the aforementioned 3rd party channel guidelines
  3. Once you know your audience, begin by listing the product name, product category, and product tagline (if all of these items are available on the PDP template).
  4. Write your short and/or long descriptions. Typically, higher-tier (Tiers 1 and 2) channels include both short and long descriptions, whereas lower-tier (Tier 3) channels include only short descriptions.
  5. Write your USP text. This text should highlight the most important facts about the product in as few words as possible.
  6. Write your “How To Use” and “How To Remove” sections. These are important for SEO and should include the keywords "how-to. Tiers 2 and 3 may or may not include this step.
  7. Write your FAQs (these can sometimes be pulled from the Henkel website). Tiers 2 and 3 may or may not include this step.

These steps are the basic building blocks for a PDP, but B2B and B2C are two different audiences that require different tone approaches. Outlined here are guidelines and examples that should be referenced when creating PDPs for both B2B and B2C third-party audiences and distributors. Both category examples follow the structure outlined in the step-by-step writing guide.

B2B tier word choice tenets

For the B2B tier, it is important to use words and phrases that demonstrate value to the potential buyer, but do not talk down to them or undermine their skill level (even at the lowest tier). These buyers likely know more than a layman, so the important thing is to speak to what this product can do for their business, while still offering information about the features of the product itself. For this reason, you’ll see the phrase “active metals” used in these B2B descriptions, but not in the B2C descriptions; this is a technical phrase that this audience is likely to know, but that the average person purchasing this product for personal use might not. In addition, incorporating the “Partner You Can Count On” tone drives home the idea that Henkel products work alongside your business, without overshadowing the skill of the buyer. Though the descriptions become shorter and less detailed as we move from the expert tier to the discount retailer tier, they still speak to the reader as a business and not as a consumer.

Bulleted Guidelines

  • Concise language with industry terms i.e., active metals, substrates, liquid polymer
  • Helpful language that doesn’t undermine the skill of the buyer, but offers support and resources
  • Espouses benefits for businesses, not individuals

B2B examples (Tiers 1, 2, and 3)

B2B tier 1 PDP example (Expert audience/vertical marketplace/distributor)

Product name:

LOCTITE® 243™

Product category:

Threadlockers

Product tagline:

Blue, medium strength, primerless threadlocker

Short description:

Save your bolts and screws from coming loose due to vibration with LOCTITE® 243™. This is a medium-strength, oil-resistant blue threadlocker that bonds without a primer.

Long description:

Parts disassemble easily; we’re here to help. LOCTITE® 243™ is a medium-strength, oil-resistant blue threadlocker that seals metal nuts and bolts fast—no primer needed. LOCTITE® 243™ locks and seals metal fasteners from ¼" to ¾", and works on both active and passive metals, so your stainless steel and plated surfaces are covered. It can also tolerate minor surface contaminations from various oils used in manufacturing processes and prevents loosening due to shock and vibrations in high-impact machine parts. This threadlocker stands up to tough challenges but can be removed by using standard hand tools. Contact us to place your order today, or visit the Henkel website for more information, tutorials, and technical support to help you make it happen.

Technical specifications:

Size

10 mL

Color

Blue

Manufacturer

Loctite®

Product Dimensions

‎0.67 x 0.12 x 0.28 inches

USP text:

  • Oil-tolerant
  • Removable
  • Cures fully in 24 hours
  • Medium-strength
  • Cures on active and plated metals

How to use

How to apply LOCTITE® 243™ Threadlocker 

  1. Clean grease, dust, and oils from the fastener prior to application. Some fasteners come pre-coated with a corrosion inhibitor that will need to be removed with a solvent-based cleaner. Corrosion inhibitors prevent threadlockers from performing the chemical reaction that turns them from a liquid to a solid.
  2. Allow threads to dry fully, making sure there is no trace of cleaner left on the components you want to bond.
  3. Apply a primer or activator for applications involving inactive substrates, large gap filling, or lower temperature curing.
  4. Apply a few drops of LOCTITE® 243™. Less is more! LOCTITE® bonds strong, and overfilling will lead to messy applications and a longer cure time.
  5. Attach the nut to the bolt by turning slowly, allowing the threadlocker to spread evenly and lock the components in place.
  6. Allow to cure for 24 hours to ensure that the threadlocker is fully set. In this time, LOCTITE® 243™ goes from a liquid to a solid polymer via an anaerobic chemical reaction. This process makes sure your components have a good degree of handling strength. 

How to remove LOCTITE 243™

LOCTITE® 243™ is designed to be easily removable with hand tools. When you need to remove this threadlocker, simply use a wrench as you would for a standard nut and bolt.

FAQs

What products can I use to prevent parts loosening from vibration? How do I prevent vibration loosening and leak paths?

Prevent vibration loosening, prevent leaks, protect threaded components from corrosion, and increase the reliability of mechanical fasteners by using a LOCTITE® anaerobic threadlocking adhesive. 

What temperatures can threadlockers/thread sealants/gasketing materials work up to? 

The standard continuous operating temperature range for LOCTITE® anaerobic adhesives is -55˚C to +150˚C.
Depending on the specific application requirements, high-performance grades are also available, offering increased temperature resistance. Please consult with the Henkel technical team for availability and grade selection to ensure successful application.

Are threadlockers/sealants/gasketing materials resistant to fluids such as gasoline, diesel, engine oil, water, glycol, acids, alkalis, hydraulic fluid, etc.?

Yes. Henkel's anaerobic adhesives become highly resistant thermoset polymers once cured, making them suitable for many applications. Consult our online product resources or contact our technical teams for further information. We’re here to help.

Can threadlockers be used as thread sealants? Can thread sealants be used as threadlockers?

Yes, these products are all anaerobic adhesives that will function in a similar way. Variations in the adhesive characteristics (viscosity, gap-fill, strength, etc.) will make them better suited to certain applications. Consult the product technical data sheets and/or Henkel representatives for further information.

B2B tier 2 PDP example (Horizontal marketplace/distributor/amazon business)

Product name:

LOCTITE® 243™ Threadlocker

About this item 

  • Prevents Parts from Loosening on Vibrating Assemblies
  • Works on All Metals, Including Passive Substrates
  • Proven to Tolerate Minor Contamination from Industrial Oils
  • Allows Disassembly with Hand Tools for Servicing

Application

  1. Clean all surfaces.
  2. Use primer/activator for inactive substrate, large gap filling, or low temperature curing.
  3. Shake well before use.
  4. Apply a small amount of product onto the bolts at the nut engagement area.
  5. Assemble and tighten as needed.
  6. Product cures in the absence of air and presence of metal.

Product description

Parts disassemble easily; we’re here to help. LOCTITE® 243™ is a medium-strength, oil-resistant threadlocker that seals metal nuts and bolts fast—no primer needed. LOCTITE® 243™ locks and seals metal fasteners from ¼" to ¾", and works on both active and passive metals, so your stainless steels and plated surfaces are covered. It can also tolerate minor surface contamination from various oils used in manufacturing processes. Contact us to place your order today, or visit the Henkel website for more information on how this and other LOCTITE® products can benefit your business.  

B2B tier 3 PDP example

Product name:

LOCTITE® 243™ Threadlocker

Parts disassemble easily; we’re here to help. LOCTITE® 243™ is a medium-strength, oil-resistant threadlocker that locks and seals metal fasteners and works on stainless steel and plated surfaces alike. It’s oil-resistant, doesn’t require a primer, and cures quickly, so you can save on time and costs. Contact us to place your bulk order today, or visit the Henkel website for more information on how this and other LOCTITE® products can benefit your business.

B2C tier word choice tenets

For the B2C tier, it is important to make sure you are communicating the value of the product in a way the average consumer will understand. The same tiers (expert, mid-level, and discount marketplace) are still in place, but the wording speaks to an audience in a more DIY-centered sphere, as opposed to industrial or professional manufacturing. The tone does not condescend to the reader or talk down about their skill level, but makes project suggestions and gives advice based on the assumption that the customer is using this product on assemblies around their home. Technical terms like active metals, substrates, etc., are not used, and there are warnings that the product should not be used around children or pets and that surfaces should be protected, assuming that these projects are happening in the home. The descriptions condense as they go from expert to discount, but in general, the descriptions are in simpler terms than you find in the B2B versions. This is all tied together with the “Partner You Can Count On” tone of voice, offering help and support from Henkel so homeowners can complete projects successfully.

Bulleted Guidelines

  • Concise language with industry terms i.e., active metals, substrates, liquid polymer
  • Helpful language that doesn’t undermine the skill of the buyer, but offers support and resources
  • Espouses benefits for businesses, not individuals

B2C examples (Tiers 1, 2, and 3)

B2C tier 1 PDP example (Vertical marketplace/home depot)

Product name:

LOCTITE® 243™

Product category:

Threadlockers

Product tagline:

Blue, medium strength, primerless threadlocker

Short description:

LOCTITE® 243™ is your toolbox’s new best friend. This is a medium-strength, oil-resistant blue threadlocker that cures without air and bonds without a primer, making it perfect for screw-based assemblies around your home that experience vibration due to heavy use.

Long description:

DIY home repairs are easy when you have the right tools. LOCTITE® 243™ is a medium-strength, oil-resistant blue threadlocker that seals metal nuts and bolts fast—no primer needed. This product locks and seals metal bolts and fasteners, protecting high-stress areas of your home (like garage doors) from loosening due to repeated use. This threadlocker stands up to tough applications but can be removed by using a standard wrench without harming delicate parts of the original assembly. LOCTITE® 243™ is a must-have for keeping your projects secure.

Technical specifications:

Size

10 mL

Color

Blue

Manufacturer

Loctite®

Product Dimensions

‎0.67 x 0.12 x 0.28 inches

USP text:

  • Mess-free
  • Removable
  • Cures fully in 24 hours
  • Medium-strength
  • Secures loose bolts and screws

How to use

How To Apply LOCTITE® 243™ Threadlocker 

Safety precaution: Keep out of reach of children and pets

  1. Lay out newspapers under the application area for easy cleanup.
  2. Remove one of the screws that connects the front and back of the assembly with a screwdriver.
  3. Apply one drop of LOCTITE® 243™ Medium Strength Threadlocker on the threads of the removed screw and roll the screw until the adhesive is coated around the threads.
  4. Replace the screw in its proper hole.
  5. Repeat until all your screws are securely in place once again

How to remove LOCTITE 243™

LOCTITE® 243™ is designed to be easily removable with hand tools. When you need to remove this threadlocker, simplyuse a wrench as you would for a standard nut and bolt.

FAQs

What products can I use to prevent parts loosening from vibration? How do I prevent vibration loosening and leak paths?

Prevent vibration loosening, prevent leaks, protect threaded components from corrosion, and increase the reliability of mechanical fasteners by using a LOCTITE® anaerobic threadlocking adhesive.

What temperatures can threadlockers/thread sealants/gasketing materials work up to?

The standard continuous operating temperature range for LOCTITE® anaerobic adhesives is -55˚C to +150˚C.
Depending on the specific application requirements, high-performance grades are also available, offering increased temperature resistance. Please consult with the Henkel technical team for availability and grade selection. We're here to help.

Where can I use LOCTITE® 243™ Threadlocker in my home?

LOCTITE® 243™ is perfect for around-the-house repairs like garage doors, closet hinges, window latches, porch swings, and minor automotive repairs. Consult the Henkel website for guides on using LOCTITE® 243™ to repair assemblies around your home.

Can threadlockers be used as thread sealants? Can thread sealants be used as threadlockers?

Yes, these products are all anaerobic adhesives that will function in a similar way. Variations in the adhesive characteristics (viscosity, gap-fill, strength, etc.) will make them better suited to certain applications. Consult the product technical data sheets and/or Henkel representatives for further information. We’re here to help.

B2C tier 2 PDP example (Horizontal marketplace/amazon/target)

Product name:

LOCTITE® 243™

About this item 

  • Stops vibration from loosening of nuts
  • Prevents thread corrosion
  • Seals against leakage
  • Parts can be dismantled with normal hand tools

How to apply

Safety precaution: Keep out of reach of children and pets

  1. Lay out newspapers under the application area for easy cleanup.
  2. Remove one of the screws that connects the front and back of the assembly with a screwdriver.
  3. Apply one drop of LOCTITE® 243™ Medium Strength Threadlocker on the threads of the removed screw, and roll the screw until the adhesive is coated around the threads.
  4. Replace the screws in its proper hole.
  5. Repeat until all the screws are securely in place once again.

Product description

DIY home repairs are easy when you have the right tools. LOCTITE® 243™ is a medium-strength, oil-resistant blue threadlocker that seals metal nuts and bolts fast—no primer needed. This product locks and seals metal bolts and fasteners, protecting high-stress areas of your home (like garage doors) from loosening due to repeated use. This threadlocker stands up to tough applications but can be removed by using a standard wrench without harming delicate parts of the original assembly. LOCTITE® 243™ is a must-have for keeping your projects secure.

B2C tier 3 PDP example (Discount marketplace/supermarkets) 

Product name:

LOCTITE® 243™

DIY home repairs are easy when you have the right tools. LOCTITE® 243™ is a medium-strength, oil-resistant blue threadlocker that seals metal nuts and bolts fast—no primer needed. This product locks and seals metal bolts and fasteners, protecting high-stress areas of your home (like garage doors) from loosening due to repeated use. This threadlocker stands up to tough applications but can be removed by using a standard wrench without harming delicate parts of the original assembly. LOCTITE® 243™ is a must-have for keeping your projects secure.