At Reichl und Partner, we deal with the perfect preparation of text content for the web on a daily basis.
Since it is well known that one learns better by example, these should support the following 9 Golden Rules of Writing:
1. Better no passive constructions:
"The website was thoroughly revised. We had been encouraged to do so by our readers. Among the most important new features is that our blog posts can now also be commented on and shared via the share button."
This text does not sound exciting, nor is it particularly appealing. Doesn't that sound much better:
"At your request, we have thoroughly revised the website. Among the most important innovations is that you can now also comment on our articles and share them via ShareButton."
2. Avoid nested sentences:
"Not only did we give the website a design that features fresh colors, improve its structure and revamp the navigation, but we also made sure it conforms to mobile web practices, so it's easy to read on a smartphone or tablet, for example."
This too long and cumbersome construction is not very clear, is it? Why not serve the information in smaller portions? How about this:
"We have given the website a fresh design. We have improved its structure and revised the navigation. In addition, the site is now easy to read on mobile devices such as smartphones and tablets."
3. An end to phrase mongering
"According to the motto "Everything new makes May", there is now also a web store with all chicanes, which is individually adapted to your needs and invites you to browse."
There probably wouldn't be much more room for phrases in this sentence. Here you need to start from scratch, for example, like this:
"We have thoroughly renovated and now offer our products in a modern web store. Would you like to go on a virtual shopping tour?"
4. Enough with bad metaphors
"As part of our anniversary, we are offering a 10% discount to all new customers. And that's just the tip of the iceberg: many digital gifts are waiting in the wings!"
You can definitely overdo it with metaphors. Most often metaphors are used in abundance or even incorrectly, so that the text loses its meaning. So, here's an alternative:
"As part of our anniversary, we are offering a 10% discount to all new customers. Otherwise, look forward to many digital gifts!"
5. Enough with superfluous adjectives
"We hope you enjoy the practical, great new features and offerings."
Often adjectives are mere place fillers with little or no added value. Why not keep it short and sweet? Easier to read and easier to understand is definitely this sentence:
"We hope you enjoy the new features and offerings."
6. Refrain from using fillers
"Take a look at our newsletter, which you can subscribe to right here with a click of the mouse, so to speak."
Do you also sometimes think to yourself, "You could have said that with half the words"? In this case, that is very true. Often too many words in a sentence seem strained and superfluous. Why not just:
"As before, you can also subscribe to our newsletter."
7. Say goodbye to nominal style and officialese
"To improve communication activities with our clientele and readership, we have begun expanding our service channels on the social web."
Doesn't that sound a bit impersonal and outdated? Make simpler and more engaging sentences like this one:
"To better communicate with you, we've started to expand our service channels on the social web."
8. It doesn't always have to be foreign and fashionable words
"Our next event is all about strategic online lead generation."
Not everyone is an expert in their field. Of course, you can't translate every word or paraphrase every technical term, but in this case, you can use it to make the content easier to understand.
"At our next event, we'll explain how to strategically attract prospects on the web."
9. Away with the verb repetitions
"To best serve the international market, we work with partners in London. We also work with an agency in Paris that specializes in francophone countries."
You can let that pass. However, the two movements in succession do not sound elegant. A synonym provides a remedy:
"To optimally serve the international market, we work with partners in London. We also cooperate with an agency in Paris that specializes in francophone countries."
P.S.: Be careful when substituting words - too many synonyms can cause confusion.
These were the golden rules of writing. If you keep these in mind, almost nothing can go wrong with good grammar and spelling. With texts that follow these tips, you will make the lives of your customers and readers much easier. Your content and texts become clearer and more interesting. This allows you to better convey your messages and increases the effectiveness of your texts.
But beware: of course, this is not yet a promise for really great PR and marketing texts. For these you need qualities that are not easily conveyed in a short blog post, and of course a lot of practice and experience. If you will, it is an art to write a really good advertising text.
The extra tip is therefore: Feel free to take a look at our website and click through our references. There you will find many ideas and hopefully enough inspiration for your next own text. Or simply contact us directly, because we are a full-service agency and can prepare all content creation for web and classic for you.