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Why does your website need a good copy?
Reading on the desktop follows its own rules . People who access a website on the Internet want to be informed quickly and easily. Often, website texts are not read completely. Visitors scan the headings and only pick the most relevant section for themselves. If you write your website texts as you would write a novel, you will lose many visitors to your website.
So if you want to write texts for your website, you should consider a few small tips so that your texts are informative and helpful for your readers. In the following blog post we want to give you the 6 best tips for writing website texts and thus ensure that your text is a success.
6 tips on how to write perfect text for your website
1. No good text without planning
Just sitting down and starting writing might work if you’re writing a short story in your spare time for your own amusement or just want to let your mind wander. However, writing a website text without prior planning is not recommended. Good planning prevents you from forgetting important aspects. It helps you to establish a good, clear structure and to research all the necessary information beforehand. I would therefore recommend that you do some research before writing and that you already define the structure, as well as headings and subheadings. This way you can perhaps get inspiration in advance.
- How should I address my target group?
- What are the most important aspects?
- How do I want to structure the text?
- What are appropriate headings?
2. Clear structure and structure
Structure your texts with headings, subheadings and paragraphs. On the fast-moving Internet, no one wants to struggle through a long desert of text before they get to the information that is important to them. Paragraphs, bold important words and headings are therefore an absolute must if you want your website to stand out from the crowd.
In addition, you should name the most important points in your text at the beginning and then move on to less important points. Visitors to your site decide within seconds whether this website is relevant to them or not. The attention span of the internet user is low. For this reason, you should get the important information to the man as soon as possible. The 5 W questions (who, where, what, when, why?) can be helpful here . Try to answer them in the first paragraph
3. Meaningful headlines
In order to generate attention, meaningful headlines are an advantage. Most of the time, a visitor just skims through the headlines before deciding whether the text is relevant to them. For this reason, you should choose headings that arouse interest and announce what is described in the following paragraph.
4. Informative and simple writing style
Foreign words, technical terms, tapeworm sentences and passive sentence constructions should be avoided in website texts. Write as you speak.Simple and informative. Unnecessarily complicated sentences disrupt the reading flow of your visitors and ensure that they are more likely to leave your website. A rule of thumb says that more than two commas per sentence is usually too many. Of course, exceptions prove the rule. If a sentence just makes it easier to read if you use more commas, then do it. Overall, you should take the tips presented here for exactly what they are: tips. There are no rules or laws. If you deviate from these for good reasons, then that’s fine. For example, writing simple and informative articles is probably a good tip for 95% of websites. However, if you’re writing a website for a scientific community, you might want to deviate from this tip.
5. Use keywords
A good website text should not only be optimized for visitors, but also for search engines. Even the best text on your website is of little use if that website cannot be found. For this reason, you should use relevant keywords in your texts. If you are writing a text about a festival, you should probably mention the name of this festival more often. Just like the location and theme of the festival.
By the way, we also describe how you can determine and enter relevant keywords for your website in our blog post “How does SEO work? – keywords” . Feel free to have a look here as well.
6. Meet the language of the target group
Before you even start writing the text, you should ask yourself a few questions about the target group of your text:
- Who is my target group?
- How does my target group want to be addressed?
- Which writing style should I choose? Emotionally? Informative?
Put yourself in your target group’s shoes and ask yourself what your target group wants from your text. Decide right from the start whether you want to address your visitors on a first-name basis. Style considerations should not be missing either. After all, it is very irritating if you begin a text in a very informative manner and without much emotion and then report very emotionally about your product in the next paragraph. A competitive analysis can also help here. How does my competition address your customers? What is good, what can I do better? These questions should definitely be clarified before writing.
Checklist for good website texts
Now that was quite a lot of material. For this reason, it should be mentioned once again that the above are tips. If you deviate from these, this does not necessarily have negative consequences. However, these tips are based on empirical values that show when texts on the Internet work well and are read with pleasure and when not. We have put together a checklist for you below, so that you can double-check whether your text is suitable for a website.
Checklist for good website texts:
- The website text has been well structured.
- The most important things have already been described in the first paragraph.
- The text is structured with paragraphs and subheadings.
- The headings are meaningful and arouse the interest of the reader.
- Keywords were used.
- No tapeworm kits were used.
- Not too many passives were used.
- Not too many technical terms were used.
- The sentences are short, informative and easy to read.
- The language of the text is tailored to the target group.
- The style of the text is consistent.