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We are all familiar with the importance of strong web copy on a website. A strong web text contains the correct search terms to the right extent so that Google is able to offer a web page as relevant content to the search traffic. This is often emphasized when talking about the creation of web texts.
But only search engine friendliness does not make a web text strong. After all, if Google has directed a relevant visitor to your web page, that same web text must be able to inform, inspire or activate the visitor.
In this article I share seven tips with you for writing an informative, inspiring and activating web text.
I start with my personal pitfall. Too often I see my own web texts bogged down in pieces of prose. But good copywriting is precisely not. Good copywriting is like talking to a friend. It's casual and easy. It stays a long way from written language. Therefore, do not be too critical of yourself and try to write the way you speak. In this way you increase the readability of your texts, so that your visitors will be happy to read on.
The visitor to your web page wants to see at a glance whether the text is relevant. Initially, the visitor scans your text, after which he decides to continue reading or to click away. A large piece of text without any structure scares the reader. By using headings and paragraphs your text becomes more digestible and this increases the chance of conversion.
The visitors of your web page do not have time (read: sentence) to read your entire web text. After the initial scanning of a page, the first lines are read with the most attention. Subsequently, the attention for the text decreases drastically and fragments in particular are read. Good paragraph headings can rekindle attention.
Research by the American research firm Nielson Norman Group showed that there is a very clear pattern in the scanning behavior. Visitors prefer to look at a text in an F-shape. So if you have the most important information at the top, you're always in the right place!
Your web text can be so good, but without a catchy title, the question is whether people will read your text at all. Put yourself in your target group and think about which words set them in motion. Inspirational:
Texts are often written with a very clear focus on a product or service. But many products or services are not that unique at all. Certainly not from the point of view of the target group. You and your colleagues are the most important USP of your product or service. So incorporate this in your texts and distinguish yourself from competitors.
Too often and too long we wait for the right idea before we write even one word. Write simple and don't be too critical of this first version. It is only the first step towards a strong text.
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