Published April 15, 2020
Author: Michiel van der Blij
Editor-in-Chief at Crossphase
Would you like to make your website more goal-oriented so more visitors can find what they are looking for on your site? I’ll share some tips that I’ve applied at various large organisations.
EA strong introduction is short and powerful. It is not a summary of your page! If you use this formula, you will only need three sentences at most.
🚲 An example
Not sure which electrical bicycle is right for you? Discover our 10 best-sellers and make an online appointment to test multiple bikes.
Make an appointment >
♻️ Another example
Can’t fit all of your waste in your bin? You can request a bigger bin online. Please do so before the 15th of every month: you’ll receive your new bin the same month!
Request now >
“Would you like your texts to stand out? Don’t be afraid to chart your own path. Having a personal touch makes your story recognisable and distinct.”
Did someone tell you people don’t read long texts anymore? Forget it, that’s codswallop!
What is true, however, is that your visitor decides whether your page can help them in only a few seconds. So first impressions are super important.
1. Don’t beat around the bush
Put the solution (to the visitor’s question) and the call to action (button) at the top. Explanation and examples below.
2. Create a visual structure
A web-page is not a page from a book!
3. Keep your writing simple (see the tips below)
4. As a critical layperson (your mother-in-law) to judge your page
A writer would do this, too.
1. Write like you’re talking to a friend
Really, try it. You’ll see that your texts will be easier to read and sound more likeable.
2. Use plain language
Only 15% of people understand complex (‘C-level) texts. While more that 50% of all webtexts are written on C-level!
3. Always let someone else read your text
Not just your boss or fellow copywriter. Ask a member of your audience. THEY have to understand it.
4. Outsource it
Writing is like designing a garden. Or installing a kitchen. With enough time and perseverance you can do it yourself. But sometimes it’s better to hire an expert…