Content Requirements
Purpose
This section defines the content types, structures, and standards required for the new website. Content requirements ensure consistent quality across all pages while supporting user needs identified in research.
Content requirements answer: What content must exist, and how should it be structured?
Content Types Overview
The platform requires 7 primary content types:
| Type | Purpose | Content |
|---|---|---|
| Product content | Enable product discovery and purchase | ~3,000 SKUs across ~127 series |
| Category content | Organize and introduce product groups | 10 categories, ~42 subcategories |
| Application content | Connect problems to solutions | 8 top-level applications |
| Industry content | Serve vertical-specific needs | 7 industries |
| Educational content | Reduce support load, build confidence | 10+ guides |
| Support content | Enable self-service | 4 FAQ sections (~40-50 topics) |
| Company content | Build trust, provide context | 8 core pages |
Product Content
Product Detail Page (PDP) Main Content
Each product requires:
| Content Element | Notes |
|---|---|
| Product name | Descriptive name, not just series code |
| Series code | For veterans who search by code |
| Short description | 1-2 sentences explaining what it is |
| Long description | Full description for SEO and education |
| Key specifications | Primary dimensions, material, temp rating |
| Full specifications | Complete technical data |
| Primary image | Product photo, clean and light background |
| Gallery images | Multiple angles, color variants, scale reference |
| Application context | ”Commonly used for…” |
| Material data sheet | PDF download link |
| Related products | Complementary and compatible products |
Specification Data Main Requirements
All dimensional products must include:
| Specification | Format | Notes |
|---|---|---|
| Inside diameter (ID) | Decimal + fractional + metric | Toggleable display |
| Outside diameter (OD) | Decimal + fractional + metric | Toggleable display |
| Length | Decimal + fractional + metric | Toggleable display |
| Wall thickness | Decimal + metric | Where applicable |
| Thread size | Standard notation | BSP, metric, NPT, etc. |
| Material | Material name | Linked to material spec |
| Temperature rating | °F and °C | For masking products |
| Color options | Color names + swatches | Visual selection |
Research basis: Customer survey: “Measurements given in engineering, fractions, and metric scales. Be able to select which scale I wish to use.”
Product Description Standards
Short description (required):
- 1-2 sentences
- States what the product is and its primary use
- Includes key differentiator
- Example: “Tapered vinyl cap for protecting threaded fittings during storage and shipping. Flexible material allows easy installation and removal.”
Long description (recommended):
- 2-4 paragraphs
- Expands on applications and benefits
- Includes relevant specifications in prose
- Supports SEO with natural keyword inclusion
Product Image Requirements
| Image Type | Specifications | Required |
|---|---|---|
| Primary image | White background, product centered | Yes |
| Alternate angles | Same specs, different views | Recommended |
| Color variants | Actual product color, not tinted | Yes, if multiple colors |
| Scale reference | Product with ruler or common object | Recommended |
| Application photo | Product in use context | Optional |
Research basis: 58% of customers prioritize “Product images that match selected color/size.” Jim Boehm: “if they choose a red SQT part, the image should show a red SQT.”
Product Data Gaps to Address
Catalog analysis identified content gaps requiring remediation:
| Gap | Brand | Current State | Required Action |
|---|---|---|---|
| Missing thread specs | MOCAP | Often empty | Complete for all threaded products |
| Inconsistent descriptions | MOCAP | 39 of 85 series have benefit statements | Standardize all descriptions |
| Missing descriptions | Beckett | 100% of products have empty descriptions | Write comprehensive descriptions for all 18 series |
| Missing applications | Beckett | 100% of products have empty typical_applications field | Audit each product, list compatible uses |
| Material data gaps | Cleartec | 62% of products lack explicit material | Complete material data |
| Material data gaps | Beckett | 67% of products (12/18) lack explicit material | Complete material data |
| Dimensional coverage | Cleartec | 24.1% have inside/outside diameter data | Complete dimensional data |
Research basis: MOCAP Catalog Analysis: “Missing data in key fields like thread specs, dimensions often empty.” Beckett Catalog Analysis: “Missing product descriptions. 100% of products have empty description fields.”
Category Content
Category Landing Page Content
Each category and subcategory requires:
| Content Element | Required | Length |
|---|---|---|
| Category name | Yes | 2-4 words |
| Category description | Yes | 2-3 sentences |
| Featured products | Recommended | 3-6 products |
| Subcategory links | If applicable | With descriptions |
| Application context | Recommended | ”Used for…” bullets |
| Filtering guidance | Recommended | ”Filter by size, material…” |
Category Description Standards
Category descriptions should:
- Explain what products the category contains
- Identify primary use cases
- Differentiate from related categories
- Avoid marketing language; be factual and helpful
Example (Tapered Caps):
Tapered caps provide snug-fit protection for threaded fittings, tubes, and ports. The conical shape creates a secure seal while allowing easy installation and removal. Available in vinyl for general use or silicone for high-temperature masking applications.
Subcategory Naming Conventions
| Pattern | Example | Use When |
|---|---|---|
| [Adjective] + [Noun] | Tapered Caps | Describing form factor |
| [Thread Type] + [Product] | BSP Thread Caps | Distinguishing by thread |
| [Material] + [Product] | Silicone Caps | Material is primary differentiator |
| [Function] + [Product] | Masking Caps | Application is primary differentiator |
Application Content
Application Landing Page Content
Each application page requires:
| Content Element | Purpose | Length |
|---|---|---|
| Application name | Clear identification | 2-4 words |
| Problem statement | What challenge do customers face | 1-2 sentences |
| Solution overview | How MOCAP products address it | 2-3 sentences |
| Key considerations | Material, temperature, fit requirements | Bullet list |
| Recommended products | Curated selection | 4-8 products |
| Selection guidance | How to choose between options | 1-2 paragraphs |
| Related applications | Cross-discovery | 2-4 links |
| Application guide link | Deep-dive content | If available |
Application Content Example
Application: Powder Coating Masking
Problem statement: Powder coating processes expose parts to temperatures up to 450°F. Standard caps and plugs melt, contaminating the finish and leaving residue.
Solution overview: MOCAP silicone and EPDM masking products withstand curing temperatures while creating tight seals that prevent powder intrusion. Products remove cleanly without adhesive residue.
Key considerations:
- Temperature rating must exceed the curing temperature
- Fit must be snug to prevent powder intrusion
- Material must release cleanly from cured coating
Recommended products: [Curated grid of high-temp caps, plugs, and masking tape]
Application Mapping
Applications must map to products with clear cross-references:
| Application | Primary Products | Secondary Products |
|---|---|---|
| Powder Coating | Silicone caps, EPDM plugs | Masking tape, discs |
| Plating/Anodizing | Vinyl caps, silicone plugs | Masking tape |
| Thread Protection | Threaded caps/plugs | General-purpose caps |
| Shipping Protection | Standard caps, plugs, netting | Grips, tape |
| Retail Packaging | Clear tubes, closures | Hangers |
| Mailing | Mailing tubes, vinyl caps | Poly plugs, tape |
| Repair/Sealing | X-Treme Tape | Heat shrink |
Industry Content
Industry Landing Page Content
Each industry page requires:
| Content Element | Purpose | Length |
|---|---|---|
| Industry name | Clear identification | 1-3 words |
| Industry context | Understanding the customer environment | 2-3 sentences |
| Key challenges | What problems this industry faces | 3-5 bullets |
| Relevant applications | How MOCAP helps | Links to applications |
| Recommended products | Industry-specific selection | 6-12 products |
| Certifications | Relevant compliance | ISO, industry-specific |
| Industry resources | Technical content | Guides, specs |
Industry Content Example
Industry: Automotive
Industry context: Automotive manufacturing requires precise protection of components during assembly, painting, and shipping. Parts must meet strict quality standards and survive multiple handling stages.
Key challenges:
- Protecting threaded fittings during e-coat and paint processes
- Masking surfaces during powder coating at 400°F+
- Preventing contamination in hydraulic systems
- Meeting OEM quality and traceability requirements
Certifications: ISO/TS 16949, IATF 16949
Industry-Specific Messaging
| Industry | Messaging Emphasis | Key Certifications |
|---|---|---|
| Automotive | Process performance, throughput, tolerance fit | ISO/TS 16949, IATF |
| Medical Devices | Cleanliness, compliance, traceability | ISO 13485 |
| HVAC-R | Pipe protection, pressure integrity | Needs confirmation |
| Electronics | Precision, ESD protection | Needs confirmation |
| Paint/Coating | Temperature resistance, clean removal | Needs confirmation |
| Appliances | Assembly protection, appearance | Needs confirmation |
| General Manufacturing | Versatility, availability | ISO 9001 |
Research basis: Personas analysis: “Each brand wins when its specific use-case context is emphasised.”
Educational Content
Guide Types
| Guide Type | Purpose | Format |
|---|---|---|
| Application guides | How to solve specific problems | Long-form article + product links |
| Measurement guides | How to determine the correct size | Step-by-step with diagrams |
| Material guides | How to select materials | Comparison tables + recommendations |
| How-to guides | How to use products | Video + written steps |
Application Guide Structure
Each application guide should include:
| Section | Content |
|---|---|
| Overview | What this guide covers, who it’s for |
| The challenge | Problem description in customer language |
| Key considerations | Factors affecting product selection |
| Product options | Comparison of suitable products |
| Selection criteria | Decision framework |
| Best practices | Tips for success |
| Related products | Call-to-action grid |
Measurement Guide Structure
Measurement guides address documented confusion about sizing:
| Section | Content |
|---|---|
| What you need | Tools required (calipers, rulers) |
| Where to measure | Diagrams showing measurement points |
| How to measure | Step-by-step instructions |
| Common mistakes | What to avoid |
| Size finder tool | Interactive calculator link (TBC) |
Research basis: Customer survey: “easier measurements identifiers of the caps.” Stakeholder feedback: 8.0 MoSCoW score for “Measurement guides and tooltips.”
Material Guide Structure
| Section | Content |
|---|---|
| Material overview | What each material is |
| Properties comparison | Table comparing key properties |
| Temperature ratings | Operating temperature ranges |
| Chemical compatibility | Resistance to common chemicals |
| Application suitability | Which materials for which uses |
| Selection guide | Decision tree or questionnaire |
Critical placement note: Material specifications must be prominent and accessible, not buried at the bottom of the page. Adam Cato (stakeholder feedback): “I believe moving the Material Specs maybe to the top bar would be beneficial, as that question comes up frequently. I think it gets lost at the bottom of the page.” Customers asking about material specs on every call indicates content exists but is not discoverable.
Content Inventory: Required Guides
Based on the sitemap structure and research findings:
Application Guides (4)
| Guide | Priority | Status |
|---|---|---|
| Masking Guide | Must-have | New |
| Thread Protection Guide | Must-have | New |
| Packaging Selection Guide | Should-have | New |
| Tape Application Guide | Should-have | New |
Measurement Guides (3)
| Guide | Priority | Status |
|---|---|---|
| How to Measure Threads | Must-have | New |
| How to Measure Tubes | Must-have | New |
| How to Measure Openings | Must-have | New |
Material Guides (3)
| Guide | Priority | Status |
|---|---|---|
| Material Comparison | Must-have | Update existing |
| Temperature Resistance | Must-have | Update existing |
| Chemical Compatibility | Should-have | New |
Reference Charts (2)
| Chart | Priority | Status |
|---|---|---|
| Closure Compatibility Chart | Must-have | New |
| Thread Size Reference | Should-have | New |
Research basis: Customer survey: “Maybe a reference chart showing which caps fit specific nominal size tubes? If I order extra caps without needing tubes, I go through several pages to search out our thin-walled tubes and pretend to order them until the closure options show up.” Customer feedback about tube nomenclature confusion. Stakeholder feedback: 8.0 MoSCoW score for “Measurement guides and tooltips.”
Support Content
FAQ Structure
FAQs must be organized by topic and searchable. Per the sitemap structure, four primary FAQ categories:
| Topic | Example Questions |
|---|---|
| Ordering FAQ | How do I place an order? Can I order by phone? How do I get a quote? What are the minimum order quantities? |
| Shipping FAQ | How much does shipping cost? When will my order arrive? Can I use my own carrier account? How do I track my order? |
| Products FAQ | What’s the difference between [X] and [Y]? What temperature can [product] withstand? How do I measure for the right size? |
| Returns FAQ | What is your return policy? How do I start a return? What is the restocking fee? |
FAQ Content Standards
Each FAQ entry requires:
| Element | Requirement |
|---|---|
| Question | Phrased as the customer would ask it |
| Answer | Direct answer in the first sentence |
| Details | Supporting information if needed |
| Links | Related pages, products, or forms |
| Category | Primary topic assignment |
| Tags | Additional keywords for search |
Example:
Q: How do I request samples?
A: You can request free samples by adding them to your cart like any product. Samples are listed at $0. Simply select the products you want to try, add the sample SKU to your cart, and check out. Samples ship within 1-2 business days.
You can request up to 3 samples per SKU and up to 10 different products per order. For larger sample quantities, please [contact sales].
FAQ Content Source
FAQs should be built from:
- Customer service ticket analysis
- Common phone call topics
- Search queries with no results
- Stakeholder input on repetitive questions
Research basis: MoSCoW analysis: “Expanded FAQ and education hub” scored 7.9. Frontline staff rate it 8.6, “knowing exactly which content would reduce their call volume.”
Company Content
Required Company Pages
Per sitemap structure:
| Page | Purpose | Content |
|---|---|---|
| About | Company overview | History, mission, capabilities |
| Quality | Quality commitment | Certifications, processes |
| Sustainability | Environmental commitment | Initiatives, materials, recycling |
| Materials | Material information | Material specifications, properties |
| Locations | Contact and warehouse info | Headquarters, regional offices, maps |
| Careers | Employment opportunities | Open positions, culture |
| News | Company updates | Press releases, announcements |
| Trade Shows | Event presence | Upcoming shows, booth information |
Note: Contact page is part of Support section (/support/contact).
Trust Signals Content
Trust signals must be visible near conversion points:
| Trust Signal | Placement | Content |
|---|---|---|
| Certifications | Near CTAs, footer | ISO badges, certification links |
| Made in USA | Product pages, footer | Origin statement with global fulfillment note |
| Years in business | About page, homepage | Established date |
| Customer count | About page | ”Serving X+ customers” |
| Industry associations | About page, footer | Membership badges |
Research basis: Competitive analysis: “Trust signals that help conversion (in addition to the table above): Live stock availability, Estimated delivery date, Free samples prominently featured.”
Regional Content Requirements
Translation Scope
| Content Type | Translation Approach |
|---|---|
| Navigation | Full translation |
| Product names | Translated + original code preserved |
| Product descriptions | Full translation |
| Specifications | Translate labels, preserve technical values |
| Guides | Full translation where available |
| Legal content | Full translation with local compliance |
| UI text | Full translation |
Regional Variations
Content that varies by region:
| Content | Variation Type |
|---|---|
| Currency | Display in local currency |
| Units | Default to regional preference (metric/imperial) |
| Contact info | Regional phone, email, address |
| Shipping info | Regional carriers, methods, costs |
| Certifications | Region-specific certifications |
| Business hours | Local time zone |
| Legal text | Regional compliance |
Language Requirements
Per Features Inventory, seven languages required:
| Language | Regions | Notes |
|---|---|---|
| English | US, Canada, UK, Hong Kong | US English default; UK British spellings |
| Spanish | Mexico, Spain | Regional variations |
| German | Germany | |
| French | France, Canada (Quebec) | |
| Italian | Italy | |
| Polish | Poland | |
| Mandarin Chinese | China, Hong Kong | Simplified for China; Traditional for HK |
Research basis: Brief states 33 regional domains across 11 markets (US, Canada, Mexico, UK, Germany, France, Spain, Italy, Poland, China, Hong Kong). Pages are 90-95% identical across regions; variations are language and region-specific elements.
Microcopy Standards
Button Labels
| Action | Label | Avoid |
|---|---|---|
| Add to cart | ”Add to Cart" | "Buy”, “Purchase” |
| Request sample | ”Request Sample” or “Free Sample" | "Get Sample” |
| Submit form | ”[Action] + [Object]” e.g., “Send Message" | "Submit” |
| Continue | ”Continue to [Next Step]" | "Next” |
| Cancel | ”Cancel” or “Go Back" | "Abort” |
Error Messages
| Type | Pattern | Example |
|---|---|---|
| Field validation | ”Please [action]" | "Please enter a valid email address” |
| System error | ”We couldn’t [action]. Please [solution]." | "We couldn’t process your request. Please try again.” |
| Not found | ”[Thing] not found. [Alternatives]." | "Product not found. Try searching or browse categories.” |
Success Messages
| Action | Message |
|---|---|
| Cart addition | ”[Product] added to cart” |
| Form submission | ”Message sent. We’ll respond within [timeframe].” |
| Account creation | ”Account created. Check your email to confirm.” |
| Sample request | ”Sample requested. Ships within 1-2 business days.” |
Helper Text
| Context | Purpose | Example |
|---|---|---|
| Form fields | Explain format or requirements | ”Enter your phone number” |
| Specifications | Explain what value means | ”ID = Inside Diameter” |
| Selection | Guide correct choice | ”Select the closest match to your thread size” |
SEO Content Requirements
Page Title Patterns
| Page Type | Pattern | Example |
|---|---|---|
| Homepage | [Brand] - [Primary Keywords] | MOCAP - Protective Caps, Plugs & Packaging |
| Category | [Category] - [Brand] | Tapered Caps - MOCAP |
| Product | [Product Name] - [Series] - [Brand] | Standard Tapered Cap T-250 - MOCAP |
| Application | [Application] Solutions - [Brand] | Powder Coating Masking Solutions - MOCAP |
| Guide | [Guide Title] - [Brand] | How to Measure for Caps - MOCAP |
Meta Description Standards
| Requirement | Specification |
|---|---|
| Length | 150-160 characters |
| Content | Value proposition + call to action |
Heading Structure
| Level | Usage |
|---|---|
| H1 | Page title, one per page |
| H2 | Major sections |
| H3 | Subsections within H2 |
| H4 | Details within H3 (use sparingly) |
Content Management
Content Update Triggers
| Trigger | Action Required |
|---|---|
| New product launch | Full PDP content, category updates |
| Product discontinuation | Archive, redirect, update cross-references |
| Specification change | Update specs, review affected guides |
| Pricing change | Automatic via ERP sync |
| New application identified | Create application page, map products |
| FAQ topic emerging | Add FAQ entry, consider guide |
Quality Standards
All content must meet:
| Standard | Requirement |
|---|---|
| Accuracy | All specifications verified against source data |
| Completeness | All required fields populated |
| Consistency | Follows naming conventions and style guide |
| Clarity | Written in customer language, not jargon |
| Currency | Reviewed within defined cycle |
Content Migration Priorities
Phase 1: Critical (Launch)
| Content | Volume | Source |
|---|---|---|
| Product specifications | ~3,000 SKUs across 127 series | ERP/Catalog |
| Product images (primary) | ~3,000 | Existing |
| Category structure | 10 categories + ~42 subcategories | New |
| Core company pages | 8 pages | Existing + revision |
| Essential FAQs | ~20 entries (5 per category) | New |
Phase 2: Important (Post-Launch)
| Content | Volume | Source |
|---|---|---|
| Product descriptions (enhanced) | Priority: 18 Beckett series (100% empty) | New |
| Application pages | 8 top-level + subcategories | New |
| Measurement guides | 3 guides | New |
| Material guides | 3 guides | New/Update |
| Closure compatibility chart | 1 reference | New |
| Additional FAQs | ~20-30 entries | New |
Phase 3: Enhancement (Ongoing)
| Content | Volume | Source |
|---|---|---|
| Industry pages | 7 pages | New |
| Application sub-pages | ~20 pages | New |
| Product videos | Priority products | New |
| Case studies | As available | New |
| Expanded product descriptions | Remaining SKUs | Ongoing |
| Thread size reference | 1 reference | New |
Summary: Content Priority
| Priority | Content Type | Rationale |
|---|---|---|
| Critical | Product specifications | Enable purchase decisions |
| Critical | Product images | 58% customer priority |
| Critical | Category structure | Enable navigation (10 categories, ~42 subcategories) |
| Critical | Search content | 73% customer priority |
| High | Measurement guides | 8.0 MoSCoW score, terminology confusion |
| High | Closure compatibility chart | Customer explicitly requested; currently requires fake ordering to access |
| High | Application pages | Serve 50% Problem Solver archetype (8 top-level applications) |
| High | FAQ content | 7.9 MoSCoW score; reduce support load |
| High | Material specifications | Exists but buried; customers ask on every call |
| Medium | Industry pages | Serve vertical needs (7 industries) |
| Medium | Enhanced descriptions | SEO and education; 100% empty for Beckett |
| Medium | Video content | Engagement and demonstration |