What are some great tips for text writing

9 tips for writing good texts

Regardless of whether it is advertising text, a homepage intro or a detailed blog article: Texts in online marketing do not only have to rank for search engines like Google and Ecosia. Above all, they must also cast a spell on the readers.

And you usually only have a few seconds to do this in times of information overload. In that little time, you have to convince the reader that your content is worth reading.

What you have to do for this and how you can write good texts, you can find out here in my blog article:

1. Make your text scannable.

Before the user starts reading, however, the content is first scanned. Only then does the user decide whether or not your content is useful for their own goals or for the answers they are looking for.

By often inserting paragraphs and using meaningful headings, you make it easier for the user to keep track. When creating your content, make sure to build a meaningful heading structure and do not lose the central theme while editing. Structure your headings correctly in terms of SEO: Start with an H1. Start with a new H2 heading for each new topic. If several topics are subordinate, use H3 groups (minimum number for H3 headings: 3 in a row). Using H4 headings is still ok to a small extent. You shouldn't use H5 or more. A fat mark is more of a help here.

Before you start writing your text, you should put the structure on paper in your mind. Because thoughts can easily be forgotten or thrown over.

2. Write “verbally” with filler words.

With a sensible structure of your content, you can get a foot in the reader's door. But you also want to keep it. It is important not to fall into technical jargon and to formulate simple texts. Write as “orally” and of course. Use appropriate filler words to hit the right note.

For the most part, avoid using anglicisms and foreign words. If necessary, rewrite the word or look for a synonym.

⚠ But be careful: Always pay attention to your target group when creating your content. If your target audience expects technical jargon, such as medical professionals, give them that too. Always meet the expectation of your target people.

3. Use the direct approach!

A good text also includes a good address. Nobody can really identify as "one". Because nobody is a something or unidentified. Address your readers directly. Your content will immediately look more personal. In this context, you should also refrain from using passive formulations. You should delete sentences with the conjugated form of “werden” when proofreading. This makes it easier for you to encourage the reader to take action, because it allows you to make your writing style more active.

Depending on the tone of your target group, you should address the user as you, you or you in your sentences. Be sure to follow a consistent tonality. Under no circumstances should you switch to different salutations within a text. Otherwise, the user is confused: They receive an inconsistent and, above all, an unprofessional overall picture of you and your website.

You should also pay attention to how you describe your perspective. Make it clear beforehand whether you want to write from the first-person perspective, explain the facts in the we-form or not allow the author's point of view to arise at all.

4. Allow easy reading flow.

To ensure that your text gives every reader a “round” feeling at the end, you should enable a perfect reading flow. You can do this by avoiding nested clauses and that clauses and using verbs instead of nouns. Replace short sentences with slightly more complex sentences and vice versa. Otherwise the text is full of staccato sentences that are strung together without any connection. The sentences should relate to the last statement and make a connection in meaning. You can do this with conjunctions, adverbs and filler words.

However, I recommend that you avoid words like “further” and “further” in a natural text. Nobody would say that in a personal conversation. Rather, these words appear in science treatises or in school essays. Do not be too high-minded. But always pay attention to your target group. If she is used to the words, insert them.

5. Avoid duplicating words.

Nothing catches the reader's eye more than a word that you have already read shortly before. This is part of the absolute 1 × 1 of good text style, because every good author tries to avoid synonyms.

If you can't think of a way to avoid the next word doubling, you should google it. That has never hurt. Because there are numerous tools here that give you synonyms at hand. In 95% of the cases you have found your solution in the suggested words.

For example, use this page to get started:

Get to the other word

6. Engage with your target audience.

What does your target audience want to see? What do your target people expect from you? If you have a precise picture of your target group, you know exactly what information is of interest to them, what content they will receive best and how they should address them. Do you talk to a 50-year-old seasoned career woman in exactly the same way as you talk to a 21-year-old educational science student?

In addition to the right tone, it is important to meet the user's search intention and to be able to understand his problems. Ideally, the problem should be solved after consuming the text.

Put yourself in the shoes of your target group at all times. Because the user is always the focus of your content measures.

Also write the customer journey fairly. Depending on whether you are a new customer or an existing customer, this should also be reflected in your wording. A new customer is to be treated differently than a long-standing repeat buyer. You may have to explain the terms and procedures of your company to a newcomer, which your existing customer has been looking through for a long time. For users who are already in the BOFU (Bottom of the Funnel), your pieces of content should contain conversion-activating elements and be geared towards a goal. This can be done with a call-to-action or with a contact form.

7. Give the search engine reasons for high rankings.

Even if I wrote at the beginning that you should write the text primarily for the reader, you have to involve Google and Co. Because without a good ranking in the search results, your content will not even come close to reaching the places it needs to attract solid attention in the target group. The consequence of this is that you will not achieve your goals.

So integrate the most important keywords in your text. Make a detailed WDF-IDF analysis beforehand and use the specified keys as a guide. Include the most significant keywords here and there in the sub-headings in order to achieve a good ranking later.

⚠ Note: New content on the site always takes time to rank organically well. So give the article the necessary time and be patient. According to our experience in the agency, a good ranking can take up to six months. After that, however, it is worth waiting.

8. Pay attention to the layout and design of your article.

No reader is in the mood for text deserts. In addition to good scannability, you should attach importance to designing your text beautifully. So integrate every now and then lists, bullet points or tables that offer the eye a change from the purely written word.

Use multimedia content such as inserting images, videos, podcasts, graphics, buttons and other elements that stimulate additional senses in the reader. You may already know which content formats will be best received by your target group and can focus on them in your text.

9. Get to the point.

Stop writing when you have run out of things to say. Every user is busy these days. Accordingly, his time is valuable. Feel honored to receive this precious time from the readers and use it sensibly and, above all, effectively. Describe your content briefly and succinctly with enough explanation.

Don't inflate your text unnecessarily just to get a certain number of words that will help you get higher rankings. Chatter can lead to negative user signals, which Google also regards as an important ranking factor. In the end, it only harms everyone involved and no one has won.

How to write good texts

You now know how to write good texts without despair. If there is no traffic to your published content on your website, you should take a closer look at your texts. Every piece of content needs optimization - also from the award-winning journalist of the Pulitzer Prize. Because every reader also has a different view of things and therefore a different feeling for language. You cannot convince every reader of your text without exception. It is only important to convince your target group with it.

And if you are a beginner at writing and you are totally overwhelmed by it, just start. After all, practice makes perfect!

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