Texts for websites: Better a lot than a little
The amount of text on a website is a recurring topic of discussion, as website operators often believe that people don't read online.
So they limit the text to the absolute minimum without considering the consequences.
90%: All purchasing decisions are made online
Before deciding on a TV, skis, wine, or a vacation destination, 90 percent of consumers do their research online—regardless of whether they ultimately buy the product online or in a store. As the operator of a commercial website, what conclusions should you draw from this statement? Visitors come to your site because they’re evaluating a product and have noticed your offering. On the website, they’re now looking for information that will help them form an opinion and make a purchase decision. This information can only be conveyed through text and images.
Convincing Someone with a Sales Pitch
Savvy salespeople engage consumers based on their individual needs right on the homepage and guide them to a page that provides the relevant information. Now you can position yourself as a knowledgeable advisor who understands your customers’ objections and reservations, addresses them, and presents clear, compelling arguments. Of course, on this page you clearly present the product’s benefits and highlight how your offer stands out from the competition. Testimonials and customer logos help build trust in your offer. Once you’ve succeeded in convincing the visitor to your website, your offer will be the preferred choice. Now they’re ready to act on the call to action—whether that’s downloading a brochure, subscribing to a newsletter, finding the nearest dealer, requesting a quote, or even purchasing the product.
The more interested the visitor is, the greater their need for information
Visitors will only be willing to read the text on your page if it appeals to them—no matter how long the text is. However, they will only read it if the text contains relevant information (not just self-promotion), is easy to read, and is organized into many short sections with meaningful headings. The headings help visitors scan the content of your page and pick out the information that’s relevant to them. Use images and videos in a way that clarifies the text’s messages and draws the visitor’s attention to key points. And don’t forget to include a «call to action» that encourages convinced visitors to take action.
Imre Sinka, Dotpulse Web Agency AG
90%: All purchasing decisions are made online
Before deciding on a TV, skis, wine, or a vacation destination, 90 percent of consumers do their research online—regardless of whether they ultimately buy the product online or in a store. As the operator of a commercial website, what conclusions should you draw from this statement? Visitors come to your site because they’re evaluating a product and have noticed your offering. On the website, they’re now looking for information that will help them form an opinion and make a purchase decision. This information can only be conveyed through text and images.
Convincing Someone with a Sales Pitch
Savvy salespeople engage consumers based on their individual needs right on the homepage and guide them to a page that provides the relevant information. Now you can position yourself as a knowledgeable advisor who understands your customers’ objections and reservations, addresses them, and presents clear, compelling arguments. Of course, on this page you clearly present the product’s benefits and highlight how your offer stands out from the competition. Testimonials and customer logos help build trust in your offer. Once you’ve succeeded in convincing the visitor to your website, your offer will be the preferred choice. Now they’re ready to act on the call to action—whether that’s downloading a brochure, subscribing to a newsletter, finding the nearest dealer, requesting a quote, or even purchasing the product.
The more interested the visitor is, the greater their need for information
Visitors will only be willing to read the text on your page if it appeals to them—no matter how long the text is. However, they will only read it if the text contains relevant information (not just self-promotion), is easy to read, and is organized into many short sections with meaningful headings. The headings help visitors scan the content of your page and pick out the information that’s relevant to them. Use images and videos in a way that clarifies the text’s messages and draws the visitor’s attention to key points. And don’t forget to include a «call to action» that encourages convinced visitors to take action.
Imre Sinka, Dotpulse Web Agency AG
