Introduction & Home Depot’s General Content Standards
The Home Depot Canada imposes standards on Product Information Page (PIP) content to encourage consistency across product categories, to optimize the customer experience, and to ensure the most relevant information is also the easiest to find on the page.
Our complete set of standards can be found in our Onboarding Guide, and offers details on image and video quality, digital asset file formats, number and measurement guidelines, etc. This document will refer to specific sections of the Onboarding Guide where relevant.
**Your content should follow the standards set forth in the Onboarding Guide and this document, preferring this document in the case of a conflict.**
All text must be provided in both English and French and all text on any image must be bilingual (both languages on one image).
Product Name
Following the product name guidelines and formulae below will ensure customers experience consistency in their shopping journey. They’ll have clear and easy visibility of the most searched for product features right in the names of your products, in the same place across each category.
General Product Name Guidelines
Translation
The Home Depot makes professional French translations mandatory for all PIP elements. This is to ensure Quebec language law requirements are met with excellence.
If you need assistance with French translations, please contact Sematos for a solution at a cost: Étienne Audet at 581-705-3897.
Character Limits
Product names are limited to 100 characters in English and 130 characters in French, including spaces.
Product Naming Formulae
Product Name Legend
- [ *** ] : required elements of the product name
- { *** } : desired and may only be supplied if it is applicable to that product
- | *** |: omit these if necessary to stay within the character limit
- “ *** ” : to be added as listed
Kitchen Sinks
Product Naming Formula
Formule pour créer les noms des produits
{Series} + [Sink Length (Left to Right) in inches “-inch”] + {Colour/Finish} + [Material] + [Installation Type “Undermount”, “Drop-In”, “Farmhouse Apron Front”, etc.] + [“Kitchen Sink”] + {“,”} + [“Single-Bowl” or “Double-Bowl”] + |# of Faucet Holes "-Hole"| + {“, with” Faucet and/or Accessories}
[«Évier de cuisine»] + [type d’installation : à montage affleurant, à encastrer, champêtre avec tablier, etc.] + [«à 1 cuve» ou «à 2 cuves»] + {«,», «et» ou «avec»} + {type de robinet ou accessoires} + {«et»} + {nombre de trous : 1 trou, 2 trous, 3 trous} + {modèle ou collection} + [«,»] + [longueur en pouces, de gauche à droite] + [«po»] + [«,»] + [matériau] + {«,»} + {couleur ou fini}
Product Naming Examples
Exemples de noms de produits
Charleston 33-inch Stainless Steel Drop-In Kitchen Sink, Double-Bowl 1-Hole, with Pull-Down Faucet
Ember 33-inch Red Fireclay Farmhouse Apron Front Kitchen Sink, Single-Bowl, with Sink Grid
Évier de cuisine à encastrer à 2 cuves, robinet à bec amovible et 1 trou Charleston, 33 po, acier inoxydable
Évier de cuisine champêtre avec tablier à 1 cuve et grille Ember, 33 po, argile réfractaire, rouge
Kitchen Workstation Sinks
Product Naming Formula
Formule pour créer les noms des produits
{Series} + [Sink Length (Left to Right) in inches “-inch”] + {Colour/Finish} + [Material] + [Installation Type “Undermount”, “Drop-In”, “Farmhouse Apron Front”, etc.] + [“Workstation Kitchen Sink”] + {“,”} + [|“Single-Bowl”| or “Double-Bowl”] + |# of Faucet Holes "-Hole"| + {“, with” Faucet and/or Accessories}
[«Évier de cuisine de type station»] + [type d’installation : à montage affleurant, à encastrer, champêtre avec tablier, etc.] + {«à 1 cuve» ou «à 2 cuves»} + {«,», «et» ou «avec»} + {type de robinet ou accessoires} + {«et»} + {nombre de trous : 1 trou, 2 trous, 3 trous} + {modèle ou collection} + [«,»] + [longueur en pouces, de gauche à droite ] + [«po»] + [«,»] + [matériau] + {«,»} + {couleur ou fini}
Product Naming Examples
Exemples de noms de produits
Charleston 33-inch Stainless Steel Drop-In Workstation Kitchen Sink, Double-Bowl, with Accessories
Ember 33-inch Red Fireclay Farmhouse Apron Front Workstation Kitchen Sink, with 5 Accessories
Évier de cuisine de type station à encastrer à 2 cuves et accessoires Charleston, 33 po, acier inoxydable
Évier de cuisine de type station champêtre avec tablier et 5 accessoires Ember, 33 po, argile réfractaire, rouge
Prep & Bar Sinks
Product Naming Formula
Formule pour créer les noms des produits
{ Series} + [Sink Length (Left to Right) in inches “-inch”] + {Colour/Finish} + [Material] + [Installation Type “Undermount”, “Drop-In”, “Freestanding”, etc.] + [Sink Type “Prep”, “Bar”, “Commercial”] + [“Sink”] + {“,”} + {# of Compartments “-Compartment”} + |# of Faucet Holes "-Hole"| + {“, with” Faucet, Drainboard, and/or Accessories}
[«Évier»] + [type d’évier : de préparation, de bar, commercial] + [type d’installation : à montage affleurant, à encastrer, autoportant, etc.] + {«à»} + {nombre de compartiments : 1 compartiment, 2 compartiments, etc.} + {«,», «et» ou «avec»} + {type de robinet, égouttoir ou accessoires} + {«et»} + {nombre de trous : 1 trou, 2 trous, 3 trous} + {modèle ou collection} + [«,»] + [longueur en pouces, de gauche à droite] + [«po»] + [«,»] + [matériau] + {«,»} + {couleur ou fini}
Product Naming Examples
Exemples de noms de produits
Ikon 60-inch Stainless Steel Freestanding Commercial Sink, 3-Compartment 2-Hole, with Left Drainboard
Ember 20-inch Copper Drop-In Bar Sink, with Strainer
Évier commercial autoportant à 3 compartiments, égouttoir à gauche et 2 trous Ikon, 60 po, acier inoxydable
Évier de bar à encastrer avec crépine Ember, 20 po, cuivre
Product Images
**More than half of eCommerce customers explore a product’s image gallery before doing anything else, including reading the product name.**
Please see our Images Guide for complete information on image size, formatting, and general rules and best practices.
Please note that all images must have a native resolution of 1000x1000 pixels or greater to ensure clarity. It is not permissible to “scale up” a low-resolution image to meet this requirement.
Primary Image
For all kitchen sinks, the primary image should be a top-down cut-out image of the product on a white background.
The primary image should also:
- Be free of text, logos, badges, etc.
- Provide an accurate depiction of the product
- Show the product with all doors and drawers in the closed position
Examples
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*Note: for workstation sinks, included accessories should be displayed in the primary image
Gallery Images
The quantity and quality of images in the gallery are both important determining factors in a customer’s decision to consider a given product. It’s imperative to display enough images that provide simple, visual answers to customers’ most common questions.
Image Quantity
For all kitchen sink categories, a minimum of 10 gallery images is recommended. A product with too few images in the gallery runs the risk of being passed over by customers who may consider a lack of images to be a red flag or a reason to mistrust a product.
Note that images that are too similar to one another (e.g. images of a product from just slightly different angles that do not add any new information for the customer) or images that are difficult to comprehend should be discarded as they will frustrate customers. More is not always better.
Image Recommendations
Image Type |
Examples |
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Dimensions diagram Used to provide visual sizing references for the product, allowing the customer to ensure the right fit in their space. |
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Multiple angles Show the product from multiple angles in separate images. Each new angle should supply new information to the customer.
This both helps the customer understand the product and provides visual context for feature callout images.
Angle images can include:
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Feature callouts Show each key feature in a separate image. Features can be shown in use if applicable.
Feature callouts can include:
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Lifestyle Used to display the sink installed in a kitchen, and to provide a sense of scale and size.
Feel free to include multiple angles in separate images of the sink in use and at rest. |
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Videos
Please see our Video Guide for detailed information on technical requirements for video assets.
Please note that videos appear on the page in the 5th position (and onward) in the image gallery.
Customers generally have a low tolerance for video content that doesn’t add valuable information. It’s best for videos to be short (shorter than 90 seconds is best) and packed with examples of features in use and their benefits.
It’s recommended that only one video be added as core product page content. However, multiple videos can be presented in the rich inline content below the fold (see the section on Inline Content below) where video titles and thumbnails are visible to the customer.
You should not rely on videos in place of good images. Videos should be supplemental to a strong set of product images, not a replacement.
Videos for kitchen sinks should:
- Explain product features (especially complex features) in detail
- Show examples of features in use
- Demonstrate how to install the product
- Be produced in English and include both English and French subtitles as separate files in .vtt format
Marketing Copy
Please see our Marketing Copy Guide for general guidelines including length requirements.
Marketing copy should primarily focus on the various features of the overall product, as well as the benefits of those features and potential use cases. It should be informative and easy to read in about 1 to 3 minutes (ideally between 400 and 800 characters). Suggested subjects are listed below.
Don’t be afraid to re-iterate on information that’s also provided in the feature bullets. Many customers gravitate to either the feature bullets or marketing copy to consume product information in whichever way suits them best.
Marketing copy is an ideal place to include common search terms that will make your product more visible on search engines like Google and Bing as well as homedepot.ca’s on-site search function. Suggested search keywords are listed below.
Finally, break up longer marketing copy into shorter paragraphs to avoid presenting the customer with a “wall of text” that feels too dense or otherwise unapproachable.
Suggested Subjects
- Role as the centrepiece of the kitchen
- Size and/or volume
- Ease of installation
- Material benefit
- Functionality value proposition
- Organization features (workstation, multi-bowl, etc.)
Recommended Keywords (if applicable)
- Application/Location:
- Kitchen
- Bar
- Prep
- Laundry
- Finish/Colour:
- Stainless Steel
- Black
- White
- Gold/Brass
- Grey
- Bronze
- Nickel
- Chrome
- Installation Context
- Undermount
- Apron Front
- Farmhouse
- Drop-In
- Flush Mount
- Key Features
- Strainer/Disposal
- Drainer/Drainboard
- Faucet
- Single Bowl
- Double Bowl
- Workstation Accessories
- Triple Bowl
- Material
- Stainless Steel
- Composite/Granite
- Ceramic/Porcelain
- Copper
- Fireclay
- Cast Iron
- Stone/Matte Stone
- Style
- Modern
- Minimalist
- Rectangular/Square/Round/Oval
- Traditional
- Classic
Feature Bullets
Please see our Feature Bullets Guide for general guidelines including length requirements.
Feature bullets are specifically for calling out the individual features of your product and explaining the benefits of those features.
Feature bullets should be short and to the point, avoiding any flowery language. They should also explain the feature and associated benefit with specificity, in simple language, leaving the customer informed and confident in their knowledge.
Each bullet should focus on one feature and its associated benefits.
Aim for 5 to 10 bullets per product. Bullets should be less than 200 characters each, including spaces.
Suggested feature bullet subjects are listed below. Depending on the product, it may take multiple bullets to address some of the suggested subjects.
Recommended Bullets
- Material feature and benefit
- Compatibility feature and benefit
- Convenience feature and benefit
- Capacity feature and benefit
- Finish feature and benefit
- Installation feature and benefit
- Included accessories and components
- Mount type feature and benefit
- Number of bowls feature and benefit
- Number of fixture holes feature and benefit
- Stain/corrosion resistance feature and benefit
- Sound dampening feature and benefit
- Heat resistance feature and benefit
Supporting Documents (PDFs)
Please see our Supporting Documents (PDFs) Guide for general guidelines.
In addition to the recommended documents listed in the Onboarding Guide, for all kitchen sinks you should include the documents listed below. Note that some of the listed documents may be combined in one file, however separate PDF files are preferred.
Product Specification Sheet
Kitchen sinks are frequently purchased along with a new countertop. For that reason, it’s imperative customers have highly detailed dimensional information available to them. Include a PDF with detailed drawings to ensure accurate cutouts can be made.
Examples
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Owner’s Manual
A detailed document including guides for usage, care & maintenance, and troubleshooting.
Installation / Assembly Instructions
A document with detailed instructions for assembly or installation.
Warranty
The full terms of the manufacturer’s warranty on the product. Include any instructions for product registration.
Product Brochure (optional)
Additional marketing material.
Rich Inline Content
Common product page layouts often lack the versatility and visual diversity to showcase a product’s features optimally.
Rich inline content is an effective way to communicate your product’s information in a more visually stimulating and interactive manner. Many customers find the brochure- or magazine-like layout of rich inline content easier to consume than standard image galleries, blocks of text, or bullets.
If you choose to implement rich inline content on your page, it should always supplement the core content by providing the same product information in a different format. That is to say, the rich inline content should not provide new product knowledge that’s been left out of the core product page content. Do not rely on rich inline content to present new information that isn’t available elsewhere on the product page.
However, it’s equally important to avoid re-using core content assets (images, text, and video) in the rich inline content section. The inline content section should repeat information in a new format, not replicate existing core content. It should be a unique way to consume the product information, giving customers multiple options for learning about the product.
Rich Content Best Practices
- Rich content may include:
- Banner or hero images highlighting the most important aspects of the product
- Feature callout images and captions (these are like visual feature bullets)
- Feature overview videos and/or animated GIFs showing features in operation
- Interactive product tours
- 360-spin images
- Ensure all text on images in rich content is clearly legible on a variety of common devices (including desktop and laptop computers and mobile phones)
- Maintain your content regularly (check frequently for broken images, missing content, etc.)
Rich Content Mistakes to Avoid
- Re-using core content assets
- Do not re-create the image gallery (most customers will have already looked through the image gallery, and a second gallery will cause confusion)
- Do not re-create the video gallery
- Do not include a specification sheet (specifications are already listed on the core page, and duplication causes needless scrolling)
- Do not include PDFs (they should be included in the core content and duplication causes confusion)
- Advertising other products – the focus should remain on the product whose page the customer is viewing