You know. You have a new website. It looks great. Stylish. With atmosphere. Just the way you want. Now only the lyrics. You grab a cup of coffee and you sit down for it. You open a document and then… you don't get a letter on paper. Or in this case, on your screen. You don't know what to say. Or maybe you know what to say, but you don't know how best to do it. With these 7 tips you can write strong content!
Let's start at the beginning: what do you want to tell? Especially when you sell products or services, it can be tempting to list some facts. That something is made of very strong material, for example. Or that your massage chair has no fewer than 72 positions in different positions. Very nice, but that is not necessarily what customers want to read. They especially want to know what your product, service or companies can mean to them.
Therefore always write your web texts with a focus on the wishes of the reader (read: potential customer). Try to understand your target audience and translate those facts into benefits for the potential customer. Indicate that your product is strong, that it will therefore last a very long time and that the customer does not have to invest in a new product for the time being. Or that your massage chair has 72 positions and therefore the reader can always have exactly that one spot massage.
Anyway, you get it.
When writing web texts, the following applies: start with the most important thing. Your visitors have little attention. Therefore, you should immediately start with the main thing. So that at least they do read it. So find out what they really need to know or what sets your company apart from the rest. Write that down briefly and clearly. In the rest of your texts you can then go into it a little deeper by giving details.
Next tip: it is best to write your web texts as you talk. This way there is no difference in the tone of voice of your company and it often makes it easier for your readers to understand. Also keep it short and simple. No endless sentences that go on endlessly, so that the reader gets lost somewhere halfway through the thread and does not know what it was about in the first instance, but now and then it doesn't hurt, although you better alternate it with a short sentence. So something like this.
Active sentences read better than passive sentences and convince even better. But how do you do that? Very easy. Use as few verbs as "to be", "to be" or "to be able". Example? Okay, read the first sentence of this paragraph again. Especially the second part. What do you think is stronger now: Active sentences are more convincing than passive sentences / active sentences are more convincing than passive sentences? Exactly. That last.
You always write web texts with a purpose. Sometimes you want to inform or inspire visitors, but usually you hope they do something afterwards. That they put the product in their shopping cart, that they call you for an appointment or that they request a no-obligation quote. All is possible. It's important that you help them do that by telling them what to do: the call-to-action. Always end your text with it.
Readers don't get much attention, remember? That is why you should also pay attention to the scannability when writing web texts: your text must be easy to "scan". In this way, visitors can quickly and easily find the information that is of most interest to them. The answer to their question. You make your text easily scannable with:
● smart titles
● enumerations (in bullet points)
This is the point that makes writing web texts especially different from writing regular texts: optimizing for SEO. Because of course you want your new website to be found. That your web texts are read. Therefore, use keywords in important places such as titles and first paragraphs. Divide them evenly over the text. Not too much, about 1 to 2 times per 100 words. Then you are always in the right place. Moreover, at Pagewize we give you all the tools you need for an optimized website. For now and for later.