Successful content marketing for companies stands and falls with your web texts. Whether teasers, guides, product texts or Facebook posts: they all have to be written in a high-quality and understandable way – and of course offer real added value for the readers. We’ll take you into our writing workshop and show you how to create high-quality texts with a few tips and tricks.
The ultimate checklist for the perfect text
Nice to read, logically structured and well researched – that’s what distinguishes an ordinary web text from a superb one. As always, the first step is preparation. So before you start typing, ask yourself:
- Who exactly is my target group? Because only if you know your readers will your content meet the needs of your customers.
- How do you define your corporate language? Your own tone of voice presents you uniquely, authentically and convincingly.
- What do I want to achieve with my content – brand awareness, website traffic or sales? Set up a content strategy, define workflows and plan your editorial content for the long term.
Now you’re ready to start writing!
From the editing practice: Smart tips for copywriters
Every day, content marketing experts face the new challenge of packing complex and industry-specific topics into texts in an exciting and easy-to-understand way. But in addition to writing, editing also needs to be learned. There’s more to it than just setting commas and spelling rules.
- Check the quality of a text and see if it tells a story. Because web texts that are interestingly prepared thanks to storytelling ensure that your users stay longer on your site – an important signal for Google.
- Focus and the customer approach If you strike the right note with your users, you will pick up your target group perfectly – this increases trust.
Click-strong headlines – this is how it works
What does the perfect headline for a web text look like?
Why should I read this web text, the user asks himself? The answer is a snappy headline. Image: Name/Pixabay
In just a few seconds, a user decides whether to read your web page text or click on to the next content. The challenge: lure users in and then keep them hooked.
The first way to do this is to create a good headline. The headline must do two things above all: attract attention and provide information. A headline that attracts clicks is
- clear and unambiguous,
- short and crisp, and
- matches the content, style and tone of the text.
With so-called “attention grabbers” at the beginning of the headline, you additionally catch the reader’s attention. These are certain keywords that, for example, create a sensation or offer solutions. They make the reader want to learn more and read on.
Here’s a detailed list of ten tips on how to turn your next headline into a click-guarantee!
Teaser and text: Tips for a happy relationship
No readers without a good teaser. No matter how well researched and implemented your web text is – if you don’t offer enough incentive to read, the click on the “Read more” button won’t happen.
Therefore, create an incentive to read already in the first sentence of the teaser. Then formulate the core thesis of your article and place a “cliffhanger”, a second incentive to read on, at the end. A good teaser
- is 140 to 300 characters long and thus short and concise.
- It consists of main sentences without awkward subordinate clauses.
- is formulated actively instead of passively.
- does not contain any empty phrases.
We’re happy to help: How to write a useful guide text
On the web, people are looking for useful information that will concretely help them with existing problems. Because they know: Dr. Google helps with all the questions that users ask themselves in everyday life. Use this information for yourself and attract interested parties and readers to your blog thanks to SEO-optimized guide texts. With some clear rules, you score in this area:
- invest in sound research in advance.
- inform yourself about the style and language of an optimal guide text.
Sell Dreams, Not Products: The way to the perfect product description
Product texts in online stores replace the role of the salesperson and encourage your customer to buy. A good product description creates trust and explains the product to the potential buyer – understandably, clearly and entertainingly. Before writing a product description, ask yourself the following questions:
- How do I write perfect product descriptions for online stores?
- How does the product make the customer’s everyday life easier?
- Why should the customer buy this product? Why is it better than all the others?
- What problems can he solve with the product?
A mere listing of technical facts and figures is counterproductive! Explain the technical terms and highlight the concrete benefits. This way, the user feels picked up and taken seriously.
In our blog post “Product Descriptions: The Three Worst Mistakes” we show you what you should avoid at all costs when texting around product introductions.
Problem solver service text: concrete help for your customers
Imagine you run an online store. A potential buyer visits your website and is annoyed. Why? Maybe he tries in vain to log in to his customer account and keeps getting an error message? Or he wants to complete a purchase and is frustrated because a problem keeps popping up?
Support your users in these cases – before they bounce and leave your site. A service text is tailored to the issue at hand and explains to the customer in concrete, step-by-step terms how to solve it. It
- answers concrete questions from your customers.
- is formulated precisely.
- gets straight to the point.
- gives clear instructions for action.
- is comprehensible for laymen.
In addition, a clear structure of the text and the exact placement on the website is also important.
Image texts: How to present yourself perfectly on the company website
What are the biggest mistakes in image texts? The top three certainly include:
- Hollow phrases instead of real USPs (Unique Selling Proposition),
- company perspective instead of focusing on the added value for the user, and
- unclean formulations.
Eliminate all platitudes and phrases from your image text and think about what real USPs you have to offer. What can you do better than others? And more importantly, how does this benefit your readers? Take your customer’s perspective. What really interests him? What benefits him in your services? And make sure your style is simple, clear and straightforward. Technical terms and tapeworm sentences have no place in your image text.