For your website to be successful, you need good texts. They should be exciting, informative and convincing. If you follow these tips, you are already on the right track:
15.03.2018 | Die Neudenker, Knowledge
Rudi NEUDENKER: Tips for Good Web Copy
1. The basics
Avoid the first person:
Texts are there for the readers. You should avoid the 'first person'. You can use the 'we form' on the 'about us' page. Otherwise, please use it very rarely.
Select active form:
In nine out of ten cases the active form is superior to the passive form: 'The fire was extinguished by the fire brigade' is bad. It is better to write: 'The fire brigade extinguished the fire'.
Delete ‚man’.
The German word 'man' is an impersonal pronoun. As a general rule, you can replace it with a personal pronoun like 'you' or a proper name.
Do without superlatives:
We are the world's best company with the greatest products... Nobody would believe you.
The correct syntax:
Nothing speaks against long sentences if they are understandable, nothing speaks against short sentences either. The reader prefers to mix it up.
Make it short:
Reduce your sentences to the essential. Leave out every superfluous word. Avoid repetition. The shorter your text the friendlier.
2. The text modules
With these text modules good landing pages are created:
H1 heading (category 1)
Always start with an H1 heading. It contains the keyword for the page content. This corresponds to the search term that your target person has googled. Combine it with an application and/or benefit promise. But please note: There can only be one H1-headline per website/landingpage.
The introduction
Like the overture to an opera, an original, short introduction makes you want more. Provide the reader with an overview of the contents of this page in two to three sentences. Give him a promise of benefit. Either he is already convinced or he is looking forward to reading on.
The main text
If you have aroused the reader's curiosity with the introduction, you must now keep your promises. The site visitor wants to read why your offer fits his needs perfectly. He wants to know how you can solve his problem - but only roughly - because there are data sheets for the details. Write at least 300 sensible words, anything else will not be taken seriously by Google (and your reader). Apply the basic rules (see above)!
H2 subheadings (category 2)
Let's face it: Who likes to plough through lead deserts or page-long texts? Several subheadings divide longer texts into easily digestible morsels. They are smaller than the main heading. And they are ideal entry points for cross readers. Use keyword variants and increase your success in search engine rankings and with the reader.
H3 subheadings (category 3)
Well, sometimes it just takes another category.
The advantages for your customers at a glance (as an enumeration):
- The most important text module on your landing page are the benefits, customer value, USPs, ...!
- Three bullet points are ideal, four are also ok, five is the limit.
- With these arguments you drive the reader to contact you (call-to-action)
Aaaand... call-to-action!
You're almost there: Name the contact person, telephone number, e-mail address and the new order is already halfway there.
DIE NEUDENKER® wish you much fun while writing. And don't panic, after all not everyone can win the nobel prize for literature. We are also happy to receive coarse forged texts and are happy to help with the finishing touches if desired.
No time to text yourself? No problem!
As experts for successful websites, we also provide you with SEO & text.
