Een van de grote nadelen als je zelf je teksten schrijft voor je eigen website, is dat je er veel te dicht op zit. Je denkt dat jij degene bent die alles het beste weet, maar juist dan is de kans groot dat je je onvoldoende inleeft in je lezer.
Ik kom het steeds weer tegen dat daardoor essentiële informatie ontbreekt. Iets wat voor jou volkomen logisch is, wordt op jouw website misschien niet eens vermeld.
Los het op met de volgende check:
1: Zeg je wat je doet? Is op jouw homepage in één klap duidelijk wat de lezer bij jou vindt?
Je hebt bijvoorbeeld bovenaan je homepage staan: Firma X: de grootste in springkussens voor feesten en partijen. Ja, en? Verhuur je die dingen? Verkoop je ze? En hoezo ben jij de grootste? Van Nederland? Of de grootste van Utrecht en omgeving? Het lijkt zo flauw, maar je laat vaak zo veel vragen onbeantwoord.
2: Noem je tarieven? Voor jou zijn ze zonneklaar. Maar voor je lezer ook?
Is het per uur, per dag, per pakket? Inclusief btw of exclusief?
Een voorbeeld: ‘Een direct toepasbare serie met acht super-handige lessen à 79 euro’.
Kost dat 8 x 79? Of 79 euro voor alles? Jouw lezer kan er alle kanten mee op.
3: Beloof je iets? Zeg je dan ook wie dat belooft?
Een voorbeeld: ‘Toeslagen en subsidie makkelijk geregeld’. Pas bij het herschrijven van deze tekst kwam ik erachter: wat staat hier nu eigenlijk? Wie regelt dat? Moet je dat zelf doen en is dat gemakkelijk? Of doen wij dat voor jou? Een wereld van verschil!
4: Zeg je alles? Ook je randvoorwaarden?
Soms zijn het de details waarin je onderscheidend bent. Ik werk bijvoorbeeld voor een trainer. Zij helpt ondernemers in kleine groepen tegelijk om betere verkoopgesprekken te voeren met hun klanten, zowel live als telefonisch. Je gaat als cursist aan de gang met voorbeelden uit je eigen praktijk. Dan is het niet prettig dat je bij het welkomstrondje ontdekt dat jouw concurrent in diezelfde groep zit. Dat voorkom ik, zegt de trainster, want als jij je inschrijft, garandeer ik jou dat er niet nog een tekstschrijver op die datum bijkomt. Zonneklaar! Een superdeal! Maar: het stond nergens op de website. (Nu wel hoor!)
5: En tot slot. De ergste pagina, meestal. De pagina over jou.
Dit is meestal een heel verhaal over jouw visie en jouw missie. Over grote doelen en goede doelen. Maar waar ben jij? Ben je zichtbaar? Staat er ook wat jou goed maakt in je vak? Dat je zelf boerenzoon bent en daarom een klik hebt met melkveehouders als je hun boekhouding komt doen? Dat je jarenlang op Curaçao hebt gewoond en dat je dol bent op de zonnige cultuur, inclusief de wat minder strakke planning?
Elk detail geeft informatie waarmee de lezer het plaatje completer krijgt van jou als ondernemer en van jou als mens. Hoe minder informatie, hoe meer lege stukken. En hoe meer lege stukken, hoe meer ruimte voor twijfel. Want als we ergens een hekel aan hebben in online communicatie, is het aan onzekerheid. Mijn advies. Wees duidelijk. Tot in de details!
Heb jij ook een leuk voorbeeld van een essentieel detail dat in eerste instantie ontbrak op jouw site? Of haakte je er zelf op af als potentiële klant? Reageer, want hoe meer voorbeelden, des te scherper zijn we met zijn allen op de missers in onze tekst.
Ik ben Meta Groot Antink, tekstschrijver en coach speciaal voor websites. Ik help je om structuur te brengen in je pagina’s en je teksten te optimaliseren voor je klant én voor je vindbaarheid. Geen gouden bergen, maar goede teksten in een stijl die past bij jou, zodat meer lezers jou bellen en boeken. Interesse? Bekijk dan mijn aanbod.
Bedankt voor de tip, ik heb iets over mezelf toegevoegd op onze site.
Goed bezig Lucy. Persoonlijke informatie is vaak heel prettig. Als jouw klant weet dat jij van honden houdt, of juist absoluut niet, of dat je ook van wildwatervaren houdt, dan heb je direct een gespreksonderwerp om het ijs te breken. Alleen daarom zou je het al moeten doen.
Mijn website ging vorige week live, en heb geprobeerd jouw tips er goed in te verwerken! Merci.
Fijn om te horen, dank je!
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