Online texts for on-page and off-page online marketing– the aim of online marketing activities is to draw Internet users to our website, those who are interested in our products and services.
The persuasion our website content afford – only if the text, images, product and service line presentations meet the expectations of the visitor, it is those of us desired action run: Make contact, buy a product or subscribe to a newsletter.
In this specialist article, we describe the different types of online texts that are of central importance for persuading “Internet users”: on the one hand, texts on your website or your online shop, on the other hand, texts for other media are written to win new customers for your own company.
You can learn more about writing these good online texts:
For successful online marketing, there is no getting around your own , detailed and user-oriented written online texts. Text is not always text. Depending on which part of the World Wide Web a text is intended for, it must be structured appropriately and its content, design and writing style must be tailored to the medium planned for it.
However, one thing connects all online texts …
They should be written in a way that is understandable and “easy” to read, clearly structured and meaningfully structured:
- Find a perfect title ,
- use subheadings ,
- highlight important passage in bold ,
- summarize content in lists and
- set internal (and sometimes external) links to related or further content.
1. OnPage texts – The texts for your website
The first big block of this article should deal with some types of text that can be used directly on your website or webshop .
This “list” does not claim to be complete. However, it should make the differences in the character of the text types examined in more detail clear, and address the target group as well as structure and special features.
1a. The product description for the website and online shop
Classic product descriptions (or descriptions of services) can be found most frequently on websites and in online shops. For many website operators who are more oriented towards sales, they represent the foundation of their website. They are intended to build trust and convince the buyer of the company’s offers.
The target group of the product description
The most important target group for a product description are potential customers who want to buy the product in question. But business and cooperation partners are also possible addressees for the product description. To be clearer about it
- which tonality the text must have,
- which product details belong in the product description,
- which stories have to be told about the product and
- which “killer” arguments are necessary for the final decision,
So that the website visitor decides to buy the product, more and more people responsible for online marketing are developing so-called (buyer) personas.
The structure of a product description
A product description must be written and designed in a way that builds trust and promotes sales. After all, you want to convince new and existing customers with the products and services described.
So that customers can react to the offer described, you need all the information relevant to the purchase in a compact form on the product detail page :
- an informative product photo (which can also be enlarged and viewed in detail),
- a descriptive text that goes far beyond the specification of technical criteria,
- all other information that is necessary for the purchase decision (e.g. information to download, a product video, reviews of other customers, accessory lists, etc.)
Don’t forget the call-to-action. The call to action is important – the web visitor wants to know what – if interested – is expected of him as the next step: “Buy now” or “Call!” or “Please write us an email.”
The specifics of a product description
The product description is part of the advertisement for the product for sale. So your product description can definitely be understood as an ” online sales pitch “. Nevertheless, you should remain factual and honest and avoid superlatives. Exaggerations in a product description very quickly lead to an uncomfortable, rather suspicious feeling for the reader.
Whether you use a descriptive, explanatory, argumentative or appellative style for the product description depends on the website context, the type of your company, other customer communication and the addressees, your website visitors.
In no case should you forego elements that build the customer’s trust. Clear product information, fair pricing, naming seals of approval, awards or test wins as well as customer references are essential for success!
1b. The news or current text on your website
In the “News” or “Actual” area of your website you can publish important news about your company, its products and services. Here you can inform website visitors about new products and changes in the company. But you also have the opportunity to post press releases, current news in brief or success stories.
The target group for news texts
The addressees of a news report are press and experts who are interested in detailed factual information. You can also attract attention in search engines with current information. Internet users who want to find out more about new products or products that are similar to yours can find your website.
The structure of a news article on the website
The news area is a good platform for companies to publish important news and to disseminate the latest basic information. News texts are therefore quite similar in their structure to a press release for online or print journalists.
When writing the news text, make sure to answer the most important W questions in the first section. This includes questions like:
- Who is writing?
- What is it about
- Who should the message reach?
- What is the central message of the news?
You can use the following paragraphs of the news article to explain the details in more detail. Don’t forget to include information that is interesting and up-to-date for the target group. This makes the content exciting for the targeted readership.
By the way: A suitable photo in a reasonable resolution increases the reader’s attention considerably. Do not do without it!
The specialty of website news articles
Timeliness is the most prominent feature of a news post on any website. So if you integrate a news or current menu item on your website, you should always provide up-to-date information about your company.
Nothing is more embarrassing than a news section, the last entry of which was published several months ago.
1c. Blog posts on your website
The term “blog” is a word created from the English terms web and log (for logbook). A blog is a diary-like recording that can be viewed by the public.
In a blog, the information content counts. Here news is of interest, but also field reports, information on specific topics, further tips or assessments.
Are you – as a person or a company – an expert in your field and do you have a lot of know-how? Then a blog can be the perfect online medium for you!
The audience of your blog
The target group for a blog are interested readers who are looking for information on a specific topic. This can be an interested public, an interactive community, potential customers, your own business partners, but also competitors.
Blogging and Search Engine Optimization
With a blog you want to make your expert status clear, consolidate and expand. And search engines are an important mediator between those seeking advice and experts. This is why your blog should be easy to find in search engine results for “your topics”. Search engine optimization is therefore an essential task for successful entrepreneurial blogging !
Before writing a blog post, please determine which search terms a person seeking advice would use to research this topic in a search engine. This will tell you which aspects of the topic are of interest to Internet users and which keywords you should use to explain the topic to readers in the blog post.
By the way: Each blog post should be published on its own page with its own URL. This is the only way to share the blog article with other people in search engines, e-mail newsletters and social networks!
Building your blog posts on the website
When building the individual blog posts, what actually applies to all online texts applies:
- Create interest with a crisp headline.
- Divide the text into individual, easy-to-read sections.
- Use meaningful sub-headings.
- Think of all aspects of the subject – describe thoroughly.
- Write in the language of the readers – their keywords must appear in the text.
- Enhance your blog post with interesting pictures, a video or an infographic, with info downloads or any other useful goodie.
- Use links to other related articles on your blog to keep readers on the site.
The writing style – specifics when writing for a blog
In a blog, it is important to arouse the interest of the readers and keep them awake. You can achieve this through interesting content – but also through an unusual writing style. Since a blog post usually communicates tips, experiences and opinions, you can act much more loosely in your writing style than, for example, on the classic offer pages of your website.
Address your blog readers directly. Show the author of the article with a photo and a short description – including contact options. To give your blog a personal impact, you can also write from a first-person or we-perspective.
Also, involve readers. Ask for feedback . Allow blog comments. Although this requires some support, it makes the blog even more credible in its goals. In addition, with reader participation you strengthen the thematic relevance of your blog on the World Wide Web.
Check the following topics:
2. OffPage – Good texts for effective online marketing
In the second block of this article we want to deal with types of text that we publish on presences outside of our own website.
This “list” does not claim to be complete either. It should show you the differences in the character of the text types examined in more detail here, and address the target group as well as structure and special features.
2a. Guest contributions for online trade magazines, industry websites and blogs
Of course, writing an article or blog post for other platforms is a bit of additional work. One might wonder why one should write for others when there is hardly any time to create content on one’s own website. But the effort is worth it!
A guest post on a thematically relevant website is an excellent opportunity to build up or expand your own status as an expert in your field.
The style in which this post is written depends entirely on the medium in which you want to publish it. The structure of such a guest post essentially corresponds to what you do for your own blog or news area on your website.
The author block in the guest post
In contrast to many posts on your own website, there is the important last section ” About the author ” in a guest post. All important information about yourself and / or your company should be listed here.
At this point, don’t forget to include a link to your website in this paragraph. The links to your social media accounts can also be very exciting at this point. These links can be used to gain new followers and fans.
A good guest post will bring real visitors to your website
In addition to consolidating your expert status, another intention for writing a guest post is to build high-quality links that lead to your website.
A good guest post arouses curiosity about the author. The link in the authors section at the end of the technical article directs these curious blog readers to your website. In addition, such links between topic-relevant websites are an important criterion for search engines for evaluating the quality of the two linked websites.
2 B. The ideal press release – online or offline
Another contribution to the online marketing of your company can be press releases that you make available online. In contrast to the classic distribution of press releases, online publications are not aimed exclusively at journalists, but also at an interested audience and potential customers who become aware of these releases via the Internet.
The content of an online press release
The starting point of a press release should always be thinking about what news the press and the public might really be interested in. The press release should contain significant information and added value for the reader. This can be the introduction of a new product, the introduction of a service, a successfully completed project or specialist knowledge on a specific topic.
Simple company reports or personal details rarely have a chance to make a difference for your online marketing!
The structure of your press release
A certain basic structure is expected from a press release. In addition to the date and place of publication, these elements should not be missing:
- a meaningful headline,
- the factual text itself,
- the breakdown into individual sections ,
- the use of subheadings ,
- Information about your company and
- the link to your company website.
The specifics of a press release distributed online
A press release is not an advertisement, but factual information for interested readers and journalists. Therefore, the style of the press release should be informative. Write objectively and avoid exaggerations and superlatives.
It’s about facts, not opinions ! An unusually stubborn writing style is just as inappropriate here.
Disseminating your press release online
The advantage of a press release is that you can distribute it over several channels : first approach selected, journalistically interesting contacts. Then use your press distribution list by email and don’t forget to present it in the press or news area on your website.
Sometimes distribution via online press portals can also have advantages. This is especially true if your competitors also rely on this distribution channel and obtain part of their web reach from such channels.
2c. Clever texts for social media channels
Social media channels, especially Facebook , Twitter , XING , LinkedIn , Pinterest and Instagram, play an important role in online marketing. In this way you can make the content on your own website and the content you publish on other websites known to a larger audience.
So you don’t have to come up with additional content just for Facebook & Co. – it’s more about sharing blog posts and guest posts, press releases and the latest news on social networks with your own customers, fans and followers … and beyond introduce other interesting people.
By spreading your content virally on social media, you can promote the exchange of information on your topics and win new fans, followers and customers.
The users of the social media platforms
For a long time, Facebook in particular was considered THE online platform for young people. In the meantime, the social network has become a mass phenomenon – people over the age of 50 are now also active on Facebook.
As a result, more and more companies are interested in becoming involved in social networks. If you want to reach young people, you have to serve more circles: Instagram, Pinterest and Snapchat are the more exciting social media platforms for them.
Here’s how to design a good social media post
- Post interesting and entertaining content.
- Use attention grabbing pictures and videos.
- Write short and crisp teaser texts with emojis.
- Write in a way that the reader will want to respond to the posting – with a Like, Heart, Laugh.
- Link external content including the network’s link preview function.
- Tell your reader what to do – keyword: Call to Action!
The special features and advantages of social media channels
With Facebook & Co, the following applies: Here you can do a lot of things that would (perhaps) be too casual elsewhere on the web. The tone is more relaxed here, addressees are often used, funny articles or photos are posted.
The advantages are obvious: The combination of text, image or video is extremely popular with Internet users and is therefore very effective for us. Include links in your postings, try your hand at a competition or initiate a survey. Creativity is the trump card in social media networks!
But remember: users will interact! This offers great potential for your online marketing, but also leads to more work. The community in the social network has to be “managed”. React promptly to messages, observe reactions to your postings – intervene if necessary.