You already know a lot about website text writing. You know why good website texts are important, what challenges you will encounter, and what you can do about them, so it’s really just time to get started. But where do you start? And what texts do you actually need? In this article from our practical series on website text writing, we will discuss the website texts that should be on your website and why. After reading this piece, you can start planning the content for your website.
Brand identity
Website text writing: Which texts are essential?
If you have taken our advice from the previous sections, you know what makes your organization unique and which target audience(s) you intend to reach with the website. It’s time to take one step further and think about what you want to achieve with the website. Ask yourself the question: for what purpose will people visit our site? Here are some examples:
- Prior to a meeting with one of our salespeople, prospects visit our site to get a good impression of the entire organization.
- Existing customers visit our site to stay informed about the latest developments.
- Prospects who are on the verge of making a purchase decision search for last-minute arguments to persuade their supervisor of the correctness of their decision.
- A prospect or existing customer wants to contact a specific employee directly.
- A recent graduate is considering applying to your organization and visits the website for more information.
- Someone wants to recommend your organization to a contact and shows them your website to bolster their arguments.
Writing Website Text Based on Visitor Goals
Once you have this mapped out, you can chart a path for each visitor goal. From the moment they arrive until the last page, the ultimate goal is conversion: the prospect or visitor takes action. Possible goals include making a phone call, making a purchase, requesting information, or providing a clear recommendation. For each path, discuss with the relevant department (sales, service, production, etc.) what information the visitor needs. There will be a lot of overlap in this process; for example, almost every website sees the “About Us” page as one of the most visited (after the homepage), and many visitors head to the “Contact” page. However, practice has shown that each company often has very specific scenarios.
By thinking about the content of your website in this way, you break down the actual task of writing website text into manageable pieces and can even delegate certain tasks. This approach also prevents you from having too much or too little information and text on the website. Focusing on the visitor ensures an optimal website.
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