Texts for the website are often left until the end. It seems that the design comes first, then it will somehow come together. But in practice, the opposite happens. Without texts, it is difficult to understand what pages are needed, how long the blocks will be, and what the visitor should read first.
If you're looking for information such as website copywriting or website content writing, you're already in a good place. Content will not be left to the last minute. And that's half the job. In practice, it comes down to a simple question. How to write text that is clear to people and at the same time doesn't hinder the website from being found. Phrases like these help us to understand that text must serve both the human and Google.
Start with a list of pages
Drafting texts starts not with the first sentence, but with the structure. You need to know what pages will be on the website. Home, services, about, prices, projects, FAQs, blog. Not everything is needed for every business, but the direction must be clear.
If you are still unclear about which pages are necessary, it is worth reading this article Which pages are essential for every website. Then the texts don't go up in the air.
Write the way your client talks
A good text does not have to be very solemn. If a person is looking for a plumber, he doesn't need five paragraphs about an innovative approach. He needs to understand whether a particular service is being provided, in which city, how much it costs approximately and how quickly an answer can be obtained.
The same can be applied to almost all services. First, clarity. Then trust. Then action. Nice sentences are good, but only if they help understanding. Otherwise they just take up space.
- what problem is being addressed
- who the service is for
- how the process works
- how much it might cost or what the price depends on
- what a person must do next
Don't forget SEO, but don't turn text into a list
Keywords in text necessary, but they must not sound like forced interjections. If the same phrase is repeated every other sentence, the reader will feel it. Google has also long had a good understanding of context.
A better way is to have a content plan in place beforehand and decide where key phrases naturally fit. More on this in the article Content strategy for a new website.
For example, if the page is about accountancy services in Kaunas, the text should talk about the services, the city, the client situations, the process and the benefits. Then the keywords appear naturally.
How much text is needed
There is no single number. The title page often needs less text, but it must be very precise. It is worth explaining more on the service page. A blog can go into more depth because people come there looking for an answer.
The key is not to write too much. It's about answering the questions that really matter to people before they make up their minds. This is where planning the content of the website starts.
What to prepare before transmitting texts
It is convenient to have one document containing all the pages. Each page can be accompanied by a purpose, a key message, key services, a few customer questions and a call to action. Writing the content of the website then becomes much simpler.
If you are just starting a project, this article will also be useful How to prepare for the website development process. Texts are one of the places where good preparation saves the most time.
If your texts are stuck, start with simple answers. What you do. Who you help. Why people should trust you. Simple sentences like these often make the best website text.
If this topic is relevant, it is worth moving on to How to plan the content and structure of your website. Alongside this topic, it's worth looking at Content strategy for a new website.
Practical plan for drafting texts
If your texts are stuck, don't start with a nice opening sentence. Start with a simple draft. In one document, write down your services, a brief explanation of who they are for, the most common questions and what the person should understand before contacting you. This draft is not necessarily suitable for a website, but it already becomes the material from which you can build a clear structure.
It is very helpful to prepare texts together with a page plan. If one text tries to answer everything, it will quickly become too long and hard to read. It is therefore worth referring to the overall structure, which is explained in more detail in how to plan the content and structure of your website.
- One service, one clear explanation
- a short answer on what it is good for
- real customer issues
- examples from daily work experience
- clear next step after the text
When to abbreviate the text
Not every sentence needs to go on the website. Some of the information may be useful to you, but not necessarily to the visitor. If a person is just making a choice, it is most important for them to understand the substance, the benefits and the trustmarks. Longer technical explanations can be left for a separate article or an additional block below.
A good text is not necessarily short. It just doesn't have to drag the reader through places that don't help them decide anything. This is the difference between a filled page and a useful page.
If you already have texts but they seem to be fragmented, or if you don't have any yet, please get in touch. Together we can check what information is missing from the website and how to put it together in a way that makes sense to people.
