Copywriting for product detail pages

To stay consistent across all product detail pages (PDPs) on the new Adhesives Digital Engagement & Conversion Platform (DECP), these guidelines should be used to build all PDP sections. This document contains section outlines, references, and examples of content to be created, including SEO best practices. These guidelines ensure that we are writing PDPs in a format that can be universally understood, while also providing necessary technical information.

The Henkel tone of voice is open, educational, and honest, positioning Henkel as a partner with products, services, and expertise customers can count on. This tone should be incorporated into the copy where appropriate, such as FAQs, calls to action and introduction copy. For additional information and resources for Henkel communication, content, and writing rules, please use these links on the Brand Hub:

Henkel Writing Rules (US)

Henkel Communication Compass

For all PDP content, information is pulled from PIM (Product Information Management System).

Product introduction: name, short description, variants

No matter how much information the PDP requires, all pages should include the following sections:

Product category

Ex.: Product category: Gasketing sealants

Product name

All product names should follow standard trademark guidelines (use ® to indicate a registered trademark with LOCTITE®, AQUENCE®, BONDERITE®, TECHNOMELT®, and TEROSON® + [in the US only!] all other US-registered trademarks). (Ex.: LOCTITE® 518™ | Gasket Sealant)

Product tagline

Include a one-sentence overview, describing what makes the product unique within its product category. Please see example reference below.

Product description

Short description

A slightly more in-depth description (two sentences max, approximately 100-250 characters) than the product tagline, describing unique product features and use-case. Only mention the product name once in this description; using product names more than once makes the character count unnecessarily long.

Long description

The long description should describe the product in detail, starting with application/usage (not as in-depth as the how-to section) and common applications for the product, e.g., connectors, surfaces, materials, types of electronics (if applicable), and other relevant application methods. As you are creating the description for the product, start broad and narrow down to the unique features of the product. For example, all gasketing solutions have the same primary function (sealing gaskets), but different gasketing products have features that make them best suited for specific applications. Please see specific references for each product category and examples of words you can use below:

Technical specifications

All technical specifications should be provided in a two-column table, including the title of the technical specification on the left and the information, measurement, or other numerical information on the right. (Reference: Example of technical information on this page.)

USP (Unique selling proposition)

USP text shows the customer a quick description of all the benefits and features of a product in up to five short phrases, highlighting the features that set this product apart from competitors (Ex.: Ease of use, fixture times, temp resistance, etc.) and connecting the highlighted features to use cases (Ex.: Low viscosity for thin bondlines, fast-fixturing for fast handling). USP text is best displayed in bullet point format. This method should provide a straightforward way to show product benefits and be featured right below the main product details. There should be no more than five USP texts per product.

Example of how-to section:

  • Semi-flexible anaerobic flange sealant
  • Adapts to surface irregularities and larger gap fill up to 0.25 mm
  • Forms an instant low pressure seal
  • Cures on inactive surfaces without a primer
  • NSF registered

How to use

The how-to-use section should be a step-by-step guide that shows customers how to use the product. Each how-to-use step should be listed in numerical order with instructions, and it can include an optional header to define the step more accurately. Instruction sections should range from around 100-300 characters for long-form instructions or 75-100 characters for short-form instructions. Internal links and media should be added where applicable.

When searching for product instructions, customers will typically use the words “how to use,” “how to apply,” “how to store,” “how to dispose of,” or “how to remove” in a search engine. Include one of the aforementioned “how-to” phrases in headers, sub-headers, titles, body copy, etc., to optimize SEO.

If you include images or videos in any of the how-to steps, provide alt text that describes the image or video. Include keywords in your descriptions to optimize media assets for SEO.

Example of how-to section:

Section headline:

How to use [INSERT PRODUCT] / How to apply [INSERT PRODUCT]

STEP 1 Headline (optional): Preparation—Cleaning:

Prepare and clean gasket sealants with LOCTITE® SF 790™. Use a wood or plastic scraper to remove residue from flange surfaces. Remove burrs. It is recommended to use LOCTITE® SF 7070™ to degrease and clean surfaces prior to applying the sealant.

STEP 2 Headline (optional): Preparation—Activation:

If cure speed of LOCTITE® 518™ is too slow due to passive metals or low temperature (below 5°C), use LOCTITE® SF 7649™ activator. Allow it to dry.

FAQs

FAQs are written to help customers troubleshoot common issues. FAQs should include paragraph sections, describe the answer in full detail, and provide references via hyperlinks to Henkel products, resources, and documents. FAQs should also include a call-to-action in Henkel’s tone of voice. FAQs can range from 100-300 characters.

Example of a FAQ section:

Question:

What gasketing material can be used on high-temperature applications in engines or exhausts?

Answer:

LOCTITE® silicone adhesives such as LOCTITE® SI 5920™ or LOCTITE® SI 5699™ have been specially formulated for high-temperature engine-sealing applications. However, due to the very high temperatures generated in the combustion chamber, care should be taken when specifying liquid gasketing materials around the cylinder head or exhaust manifold. Request a consultation with a Henkel team member so we can help you get your application running.

PDP SEO guidelines

When creating PDPs, you should utilize keywords and SEO tactics as much as possible to make your PDP web-friendly and easily searchable. Each product has its own set of unique keywords and search phrases (Ex.: LOCTITE® 518™ is a gasketing sealant and provides your business with gasketing solutions) connected to SEO. Below is a guide to PDP best practices (any bolded words in these examples are sample keywords):

Product category:

Please insert name of category as written in PIM (Ex.: Gasketing)

Product name:

Search engines place the most weight on the words that are placed first in this section. Therefore, we recommend placing the brand name as early as possible in the name of the product. (Ex.: LOCTITE® 518™ | Gasketing sealant)

The most important keyword in the content should appear in the product name, but only once. (Ex.: LOCTITE® 518™ | Gasketing sealant)

Use a divider such as a dash or "|" to separate the content. (Ex.: LOCTITE® 518™ | Gasketing sealant)

Product tagline:

Product taglines define specific product and application characteristics used in a PDP and are favored by search engines. When writing taglines, include one or two keywords that define the application or solution. Ex: Anaerobic-curing semi-flexible gasketing sealant.

Product category keywords

Use category-specific keywords (gasketing, hot melts, etc.,) and industry-specific terms alongside "how-to" phrases as often as possible to drive SEO.

Meta title:

Meta titles are used in search engines to help users find products when typing in the brand name or product category. For best practices, the Meta Title and the Product Name should be identical. Ex: LOCTITE® 518™ | Gasketing sealant

Meta descriptions:

Meta descriptions help users find products on search engines when typing in similar descriptions or applications without brand names or keywords. Meta descriptions are a more concise version of the long description, which includes a combination of longer in-depth information and relevant keywords. Ex: LOCTITE® 518™ is a general purpose, semi-flexible anaerobic-curing gasketing product that is ideal for sealing close-fitting, rigid machine flanges made of aluminum, iron, or steel.

Long descriptions:

Use keywords in the product description where appropriate to help boost the ranking of a PDP page but avoid spamming and using unrelated keywords.

Ex.: LOCTITE® 518 is a general purpose, primerless semi-flexible, form-in-place anaerobic flange sealant that cures when confined in the absence of air between close fitting metal surfaces. Tolerant of minor surface contaminants, it seals close fitting joints between rigid metal flanges and will flex with minor flange movements. Provides resistance to low pressures immediately after assembly of flanges. The product is particularly suitable for use on aluminum substrates where very good flexibility is needed. Typically used as a form-in-place gasket for pumps, thermostats, compressors, transmission housings and axle covers.

ALT text:

Alt text should be written for all images used in PDPs and should consist of a description of the image that uses keywords and “how-to” keyword phrases wherever applicable. How-to directives drive SEO, and include phrases such as how to use, how to remove, how to apply, how to store, etc,. For best results, use these phrases along with the product name i.e. how to remove LOCTITE® 518. These descriptions should serve both as an aid to non-hearing customers, and as another way to optimize Henkel materials in search engine results. Below is an example of how one would write alt text for a product photo of LOCTITE® 518™:
A red tube of LOCTITE® 518™ semi-flexible anaerobic gasketing sealant.

Alt text should not only describe the image but convey why the image is on a particular page/what purpose the image is serving on this page. Here, the image provides a visual example of a product, so the alt text serves to describe what information we would gain from the image if it failed to load. The alt text example above provides both a visual description (red tube of LOCTITE® 518™) as well as SEO keywords (semi-flexible anerobic gasketing sealant). Alt text should be kept very short and concise.

Technical SEO:

Technical SEO prioritizes “SEO-friendly site architecture” to help pages rank higher in search engine results. This can be achieved in a few ways:

  • Use internal linking to ensure that there are no “orphan pages.” All individual pages should link back to a category page, which links to a home page. “Orphan pages” are pages that do not link back to a category or home page, and are therefore less accessible in mobile formats.
  • Use HTTPS as opposed to HTTP. This secures sensitive information entered on your page.
  • Compress Image Sizes. Smaller images with less pixels load faster and work better on mobile screens.

FAQs:

FAQs are the most common questions customers use on search engines when searching for information about a product or topic. Using keyword phrases in your question statement can help boost the ranking of the PDP page in search results, (Ex.: What gasketing material can be used on high-temperature applications in engines or exhausts?)

Internal links:

Internal links (links to relevant pages within the Henkel site) should be used in product descriptions, as well as FAQ and how-to sections. Internal linking provides more information to customers, while keeping them on the Henkel website and engaged with Henkel content.
It is best practice to link to other Henkel products and/or materials when writing product descriptions. Include at least two links to related products and three links to related Henkel materials across the entire PDP. Some materials can include other products, white papers, articles, technical library documents, webinars, and other Henkel materials demonstrating use cases for products.

Other recommendations

Include branded and/or non-branded target keyword(s) derived from keyword research, and use synonyms and related topic keywords to show expert-level knowledge about the content topic.

Keep recycling of content to a minimum to avoid duplication.

Include primary keywords for short and long descriptions within the first 100 words of a paragraph.

Avoid keyword stuffing and spamming; keywords should be coherent with a sentence structure and not take away from the content being written.

Include Henkel internal links on PDP pages that link to other Henkel products, white papers, articles, technical library documents, webinars, and other Henkel materials.