First and foremost, it does not break the reader's head. It is naturally smooth, it does not scare away the interested party, it reaffirms their confidence. It tells you what product/service they would get, under what conditions, and what they need to do to get it.
The right positioning is crucial: that the text hits the user where and when they are ready for it. The size of the text must also be appropriate to the situation in which the user encounters it. Ideally, the sentences and paragraphs should feed off each other, and the text should lead to the part of the web page where the conversion takes place. By conversion, the online marketer means the event when a visitor becomes an interested party or a customer (converts to it). The most typical conversion is the submission of a form (which can be an enquiry, a purchase, a subscription), but an important conversion can also be the pressing of a telephone or email button on a page (enquiries).
As most fresh texts are published online, we are often commissioned to write copy for websites. Where the budget allows, we are also entrusted with other texts for their online presence: blog posts, tweets, campaign pages, podcasts.
Thanks to user-centric information, people today have a much deeper knowledge not only of their profession but also of their leisure interests. So writing today requires not only excelent writing skills, deep expertise or research, but also a bit of magic.
For the same reason why tiling is best left to a tiler. We produce texts in 3 languages like on an assembly line. The most important competence of our translators and interpreters is fast and accurate drafting. We are intellectual omnivores and can deal with a wide variety of communication situations, both oral and written.
Whatever you offer to your clients, they will also know your competitors' products and services. The user's gut feeling for your site is fundamentally determined by whether your site (or mobile app) presents what the user expects, when and where they expect it. This is why the basic concept of the media product, a well thought-out structure and of course content appropriate to the sector, target group and display situation are so important.
Our agency has extensive experience from conceptualisation to detailed implementation.
Our first step is always to get to know our clients' businesses, products and users, what they really want and how to communicate with them. Your rivals' efforts can also provide important input.
The result of our research is a concept paper containing the content of the website pages. After consultation, we develop the texts of the pages down to paragraph depth for the specific objectives. This is followed by copywriting based on the client's guidelines.
This is followed by the creation of the concept for other platforms such as social media or search engine ads and, of course, the rewriting of the texts in the appropriate formats (posts, tweets, banners). If your client prefers to write their own copy, or already has copy, a fresh eye can still be of great help. We don't just look at it, we ask questions, we correct and add where necessary. As the years go by, not only the range of products and services may change, but also the clientele, and especially their reception habits. It is therefore worthwhile to regularly not just rewrite - rethink everything. Of course, the customer always has the last word. We optimise the information density and give the text it’s flow. Because a text really is like a river: it comes from somewhere and arrives somewhere