Creating texts for the web

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Why texts are important

Texts do not usually receive much attention when designing websites. Yet it is precisely these that should be the focus from the very beginning. There are good reasons for this.

You have a message. For this message to be received on your website, it must be well formulated. It is especially the texts that transport your message to the reader.

And it is also the texts in particular that ensure findability on Google & Co. Visitors often only stay on a website for a short time. And they only stay longer if they discover really interesting, well-structured and comprehensible content for themselves. Accordingly, the task of writing successful texts for the internet is a great challenge.

Design without content is pure decoration. The first priority in the design of a website should always be the best possible presentation of the content right from the start. Content is text, graphics, audio and video.

When writing, meaningful content, comprehensibility and inventiveness always come first. Texts for the internet, however, are formulated and structured quite differently than those for print media. There is a simple reason for this: it is more strenuous to read on a screen than on paper.

Our reading behaviour is changing. Reading in depth, word by word, was once taken for granted. That was before PCs and the internet found their way into offices and private rooms. Now, with smartphones and the like, the internet has become a constant companion. Books, newspapers & Co. are still read in a linear fashion. Internet pages are not.

This fundamental difference must be taken into account when designing and writing for the internet.

Writing for the internet is a craft

That means it has to be learned. And it also means that it can be learned.

In the following, we have summarised the basics of writing for the internet for you.


Good content + presentation + structuring = positive rating with search engines (SEO)

The content should always have a direct connection to the company and be geared to your target group. No one wants to study a website to understand what it is about. Furthermore, it goes without saying that spelling mistakes have no place on a website.


1. presentation of texts


The texts should tend to be large rather than small. Ideally, a button for size display is offered. In any case, it should be possible to change the text size with the zoom function integrated in browsers.


Line spacing 

To further simplify the reading of texts, we recommend a relatively large line spacing of 1.5.



The Verdana font has proven to be particularly legible on the web


2. structuring texts

Very important: Avoid long sentences!

When structuring your texts, keep the impatience of visitors in mind. The rough structure of the content should be comprehensible at first glance. Spice up the web pages with suitable pictures and insert links to other websites and also to your own pages at sensible points. Internet users are reluctant to work their way through "text deserts". To help visitors find what they are looking for quickly, the text of a page should be divided into several sections, each preceded by headings, and important terms should be marked visually (e.g. in bold).

5 simple steps to make your text work:

  • Write short paragraphs
  • insert subheadings
  • Mark important terms in bold
  • Insert images
  • Insert links (site-internal + site-external)


3. search engines: good content = good ranking

User-friendly and interesting texts are registered by search engines. This means: If you take the above points into account, you can observe in Webmaster Tools how your so-called ranking steadily improves. No additional measures are necessary. Search engines are becoming more and more semantic. Of course, relevant search terms should be found in the text. With a well-maintained website, this usually happens all by itself.

No matter how fast technology develops,there are people who read your websites.

Good contact with the customer is built through dialogue and trust - and not through blunt SEO marketing. Therefore, attention to editorial tasks is important in search engine maintenance. Because if enough attention is paid to editorial work, the result is a website that people like to read as well as one that is well positioned by Google & Co.

Search engine tips:

  • linked texts ("anchor text") ideally contain a relevant keyword of the target page (and not something "here", "more", etc.)
  • formulate headlines as questions
  • use structured data so that search engines understand your content better

What is good content and how do you generate it?

Interesting (or "good") content has the following characteristics:

  • Relevance: offer added value to your target group (concrete solutions and alternatives to problems, detailed information, price transparency, etc.).
  • Uniqueness: avoid information that can already be found on 50 other websites. Take a different view from the mainstream on important topics if necessary.
  • Up-to-dateness: Check your pages regularly for up-to-dateness and make changes/adjustments if necessary. Experience shows that this is rewarded by search engines.

How do you go about generating content?

First of all, there is the phase of finding ideas:

  • read up on your field of expertise and study external sources (especially competitors' sites that have a better ranking)
  • Use tools such as the autocomplete function of Google Search, the "related queries" section on the results page, Google Trends, the keyword planner of Google Ads, etc.
  • Either talk directly to customers or ask your sales/field service/helpdesk/etc. what is most "on customers' minds".

In the second step, you should start looking for existing raw material:

  • What information is already available in-house (flyers, brochures, PowerPoint presentations, etc.)?
  • What do colleagues (e.g. from production, development, research, etc.) and you yourself have on your hard drives?

Then filter the material on the basis of the criteria mentioned above (relevance/uniqueness/currentness).

Think about a suitable content structure and then transfer the content to your website accordingly.