Tips for Good Website Texts
What makes a good website text? In most cases the answer is quite simple: The text is successful when it contributes to the user performing the desired conversion. A good website text can lead the reader to his/her goal. This goal can be the purchase of a product, the click to a subsequent page or the transfer of data (for instance, signing up for a newsletter.)
These texts generally work according to a simple principle – first by arousing interest, and then by providing a quick and simple solution. The three most important features of a good website text are:
- Choice of words and tone are directed at the respective target group.
- Short paragraphs, short sentences and avoiding long words make a text clearer and easier to read.
- Subheadings, bullet points and information panels break up the text.
However, some websites are not aiming for a specifically measurable conversion. In content marketing, texts focus on information and content – whatever it is the Internet user is searching for. An informative text with added value for the reader strengthens the reputation of the company that is providing this text.
Active speech helps making a website text easier to understand. Passive constructions seem slow and laborious, whereas active constructions add momentum to a text. For example:
- Passive: The text is read by the user.
- Active: The user reads the text.