Can good quality texts contain complex information? And is it then understandable? The answer: good content must offer both – high text quality and cumbersome to exciting texts high-quality information. This is a huge challenge, especially in the B2B sector. With a few tips, you can easily polish up your texts and master this balancing act in practice.
Content that is difficult to understand, complicated products or complex specialist areas. The list of clichés that classic B2B communication has russia number data struggled with for years is long. Despite all efforts, there is often a grain of truth behind these prejudices. The web cumbersome to exciting texts is moving faster – online texts must therefore adapt. Nevertheless, they remain important content for conveying information.
Does this sound familiar?
When you’re looking for a specific product, you want to find out more and make a purchase. Unfortunately, what you find is all too often a jungle of impenetrable product descriptions and incomprehensible text content.
The consequence: you jump ship and try cumbersome to exciting texts your luck elsewhere. But you are not alone in this. In practice, B2B companies gambler data often feel this – they lose potential customers as a result. Bulky content, complex products and specialist areas that are difficult even for experts to grasp are a major hurdle for B2B texts.
There is still room for improvement in terms of usability.
Difficult to read and complex topics: classic B2B texts
In addition, web texts require more concentration when reading than print texts. Readers scan the text for relevant information. Classic anchor points are headlines, first article sentences or lists. In addition, online readers are often distracted by india data other content, teasers, videos, animations or banners. If difficult-to-read online texts are accompanied by content that is difficult to understand, potential customers will abandon the site.
Another problem is the time factor. Users cumbersome to exciting texts usually decide within a few seconds whether a text offers them what they are looking for. If it doesn’t, they will continue looking at the competition. To secure a user’s attention, you need good content that quickly captivates the reader.
Online readers: little time and always on the go
If you watch yourself surfing the Internet, you know that…
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- … online readers have little time
- … online texts are usually scanned
- … reading on the screen is tiring
- … you are easily distracted by banners, buttons or videos
- … you quickly give up when texts are too complicated.
Web texts are inherently more difficult cumbersome to exciting texts types of text. And the often complicated content does not make them any easier to read. In order to captivate the reader, B2B companies must rely even more on unique text content. But how do you do that?
Step 1: Write for the reader
First of all, don’t just write for search engines, but for your readers. Put yourself in the shoes of your target group: what are their wishes and needs? What is the benefit for the reader? Emphasize the advantages of the product in the text. If you want to increase your ranking results even further, add links to other pages. This shows good quality, which Google rewards with higher rankings.