Most website texts are about the company. The good ones are about the reader.
Good web texts start with the answer instead of the lead-up, use concrete numbers instead of adjectives, and answer the objections you would otherwise receive by email. Write in the words of your customer, not in jargon, and also say what you are not doing.
STEP BY STEP
This is how you write them
- Start with the answerPut the gist in the first two sentences. Scan readers; Anyone who only gets to the point in paragraph three has already lost the reader. This is also exactly what AI assistants quote.
- Replace adjectives with numbers'Fast' doesn't mean anything, 'live within two weeks' does. 'Experienced' means nothing, 'sixty projects' does. Every number you can substantiate is worth more than three superlatives.
- Write down the objectionsWhat questions do you get in every sales conversation? They belong on the page. Every question someone has to ask is a reason not to do it.
- Use your customer's wordsJargon that is normal within your company is not used outside your company and is not typed into Google. Listen to what customers themselves say.
- Also say what you don't doThat inspires more confidence than being able to do everything. It also saves conversations with people who are looking for something else.
- Read it out loudIf you stumble, your reader will stumble too. This is the cheapest editing round that exists and the most skipped.
PITFALLS
What you leave out
No one reads a long introduction about the history of your field. The reader came up with a question and wants to know if you answer it.
Empty promises also work against you. 'Quality, reliability and custom development' is listed in exactly the same order on your competitor's site.
- No long run-up — the gist in two sentences.
- No empty promises — everyone claims quality.
- Concrete numbers — and only if you can substantiate them.
- Do answer objections — the questions from your sales conversations.
- Short paragraphs — on mobile, a block of text is a wall.
- Do read out loud — the cheapest quality control.
FREQUENTLY ASKED QUESTIONS
More about texts
How long should a page be?
As long as it takes to answer the question completely, and no longer a sentence. A service page that removes all objections may be long; a page that is stretched to appear long will perform worse.
Can I have AI write my texts?
It works well as a starting point and for rewriting. But AI doesn't know your prices, projects and exceptions, and it's those specific details that make the difference. Uncontrolled publishing produces texts that apply to everyone and no one.
Do you write lyrics?
We help write based on a conversation in which we ask questions about what your customers ask. That takes extra time, but it is usually faster than waiting for texts that do not arrive.
CONTINUE READING
Of course, continue reading about this subject.
Texts that convince?
We write based on the questions your customers ask: that works better than a text briefing.