The page loads. First impression matters. And then comes the text. 5 words. Maybe 10. Then everything is decided: understood or confused? Clicked or closed?
Web copy doesn't do half measures – it works. Or it loses.
It's not enough to write nicely. Texts on websites need direction. A clear statement. A plan. People don't scroll if they don't immediately know why they should stay.
Every page has a job. The homepage must make clear what's what. The landing page must sell. The blog article must deliver more than content. And the product text must convince in seconds – or get kicked out.
Writing texts for websites means: taking responsibility. For attention. For clarity. For impact.
And that's exactly what this is about: texts that aren't just there. But perform.
What makes good website texts
Good texts don't sell with volume, but with clarity. They meet people where they are – and lead them to where it becomes relevant. This applies to every page. And it especially applies on the web.
What strong website texts have in common:
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A clear goal
Every text needs a task. Generate visibility? Build trust? Lead to purchase? Only when the goal is clear does the structure work. -
Relevance from the first line
Nobody reads for fun. Anyone visiting a website has a specific need. Texts must immediately show that they deliver an answer – not eventually, but now. -
Structure instead of text desert
Paragraphs. Subheadings. Bullet points. Readers scan – they don't read. Anyone who doesn't make content immediately graspable loses attention. -
Language that hits
No clichés. No jargon. No empty sentences. Texts work when they sound simple – but trigger something. -
SEO considered, not imposed
Texts must be found. But not at the expense of readability. Keywords like "write website texts" belong in there – but sensibly, cleanly, naturally.
Text is not the same as text
Good texts follow principles. But without structure, aspiration doesn't become results.
The following steps show how an empty document becomes a text that works – for users, for search engines, and for the page's goal.
| Page type | Page goal | Textual characteristics | Tone & approach | Storytelling & visual language | SEO focus |
|---|---|---|---|---|---|
| Landing page | Conversion (leads, inquiries, sales) | Emotional opening, clear benefit arguments, strong CTAs, little distraction | Active, direct, to the point, benefit-oriented | Visual language in opening, but quickly lead to action | Focus keyword, conversion optimization |
| Blog post | Information, visibility, trust | Depth, structure, clear language, deliver added value | Competent, accessible, professionally clear | Opening with hook, examples, authentic language | Longtail keywords, internal linking |
| Product page | Support decision, sell | Benefits in plain text, features concise, trust through details | Clear, convincing, no advertising language | Short, visual benefit formulations | Transactional keywords, snippet optimization |
| Service page | Explain offer, build trust | Reduction to essentials, concrete problem solving | Factual, solution-oriented, understandable | Optional for abstract services, but use sparingly | Semantic environment, keyword clustering |
| Homepage | Overview, brand message, entry | Clear pitch, structural entry, benefits to the point | Confident, brand-typical, concise | Linguistically distinctive, with storytelling elements in opening | Brand keywords, structural signals |
| About us page | Trust, show personality | Authenticity, show attitude, make team or story visible | Personal, honest, approachable | Ideal for storytelling, narratives, attitude, values | E-A-T, soft SEO, brand loyalty |
| FAQ page | Address objections, relieve support | Clear, direct, structured by questions & answers | Direct, friendly, clearly structured | Not relevant – focus is on function & clarity | Featured snippets, question formats |
Writing texts with AI – efficient and arbitrary?
AI generates texts of all kinds in seconds. But after the initial excitement, many also came to the realization: AI texts often seem superficial, redundant and interchangeable. We have another blog post where we explain how ChatGPT texts can be immediately exposed. Nevertheless, artificial intelligence has long since become part of the writing process – not as a replacement for good copywriting, but as a background tool. Used correctly, AI saves time and provides impulses. Used incorrectly, it creates content that never gets under the skin.
Especially in the early stage of a text, AI can provide meaningful support: structuring initial thoughts, reformulating existing paragraphs, or finding a tone that fits the page's purpose. Ideas for subheadings or CTA variations can also be generated – faster than in a traditional brainstorming session.
What it cannot do, however: set the strategic framework. Assess relevance. Define priorities. Writing texts for websites means making decisions – what is said, what isn't, and in what order. AI can deliver, but not direct. That's exactly why both are needed: technological support, but always with a clear brief and human evaluation.
Texts don't work because they were written. But because they say the right thing – at the right time, in the right place. This responsibility cannot be outsourced.
Making texts readable – style rules
Good content loses its impact when the style doesn't keep up.
Readable website texts avoid complexity and get to the point quickly.
Especially with AI-assisted texts, it helps to recognize typical phrases and empty formulations.
The most important rules for professional texts:
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Write actively: More direct, understandable, with more energy.
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Short sentences, no nesting: One thought per sentence – no more.
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Avoid jargon: Only if the target audience expects it. Otherwise: simple and clear.
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Get to the point quickly: Opening decides. Long preambles lose readers.
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Strong verbs, no empty phrases: Avoid empty terms like "solutions", "innovations".
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Structure creates orientation: Paragraphs, subheadings, lists – everything that helps.
Gendering – between inclusion and readability
Language shapes who we think of – and who we don't.
That's why it's right that the topic of gender-inclusive language is being discussed.
It's about visibility, belonging, and about people finding themselves in texts.
In our agency too, this discourse is part of everyday life. We engage intensively with gender-neutral and inclusive language – professionally, socially, and in editorial practice.
One thing is clear: Language should not exclude anyone.
Texts should be accessible to everyone – regardless of gender or identity.
At the same time, we notice in practice that some forms of gendering make texts harder to read – especially for people who haven't learned German as their native language. The variety of gender symbols (asterisk, colon, slash) is large, but not uniformly established. And not every solution can be meaningfully implemented on every website – for example in headlines, calls-to-action, or technically limited UI elements.
Another point concerns accessibility: depending on the spelling, screen readers – software that blind or visually impaired people use to access websites – cannot correctly interpret gendered terms or even omit them completely. This also plays a role in deciding how we gender – and where we choose alternative, neutral formulations that are both clear and inclusive.
We're therefore not looking for the one "right" way, but for solutions that are understandable, inclusive and context-sensitive. Helpful resources like geschicktgendern.de support us in finding neutral formulations that exclude no one – while still maintaining text flow.
Gendering yes – but not at any price. We make an effort where it's possible. And remain open to discussion and further development.
Conclusion
Texts don't emerge between door and deadline. Texts are quickly written – but impact doesn't arise in the writing process, but in the thinking beforehand. Writers who only write what sounds good may hit the tone, but not the goal. Texts for websites must not only sound good, but understand the context: the architecture of the page, users' expectations, the brand's language, the reality in the backend. That's why good copywriting is never just a question of style – but always strategic work.
