Writing website texts that sell — that's how it works today

Good website texts are like a friendly seller: They provide information, arouse interest, build trust — and, in the best case, lead to a purchase. A lot has changed in recent years: AI has appeared, Google understands texts better than ever and visitors' demands have increased.

It's time for an update. Here are your step-by-step instructions for texts that are not only read, but also clicked and loved. If you want to get started right away, you can also check out my free workbook for website texts Grab — that makes it even easier.

1. What do you actually want your text to achieve?

Before you start writing: Why should this text even exist?

• Do you want to sell something?
• Is it supposed to make you curious?
• Should visitors sign up, call, click?

If you know the goal, you can tailor your text specifically to it. Without a goal, it's like playing darts in the dark.

If you're still at the very beginning and want to clarify whether you should create your website yourself or have it created at all, this will help you this comparative article continue.

2. Write for real people, not for algorithms

Your target audience isn't a faceless crowd. Ask yourself:

• Who's reading this right now?
• What is bothering this person?
• How much does she already know — and where can you pick up?

Speak their language. You want them to nod — not have to Google what you mean.

And if you're facing a website project and wondering how to properly prepare yourself: Here you can find a practical checklist for a web designer interview.

3. Cheat with the competition — but smart

It's worth taking a look at other websites in your industry. But not to copy, but to understand what works well — and where you can do it better.

Ask yourself: Which topics are well covered? What is missing? What can you make more original, clear, or useful?

4. Good texts need a solid foundation

Before you write, clarify the structure. Which pages do you really need? What is on the homepage, what is on “About Us”? Where should visitors click?

Helpful: Write down a short table of contents or record it — even old-school with pen on paper.

Tip: If you want to change your texts directly on the website later without pinging the designer every time, you should this article about the Webflow Editor watch.

5. The sound makes the music — and sells

Speak as you would with real customers: clearly, actively, friendly. No technical jargon, no office phrases.

examples:

• Instead of “We offer you comprehensive services” → “We'll take care of it. ”
• Instead of “Our products are characterized by their quality” → “Our things deliver what they promise. ”

Authentic beats set up. Always

6. Tell stories — not just facts

People love stories. Include small scenes or examples:

“Imagine opening the door in the morning — and your new photovoltaic system is already running. Completely automatically. ”

Or:

“Anna, one of our customers, was skeptical — today she saves 120€ a month. ”

Such images stay in your head. And that's exactly where you want to go.

7. Make your CTAs a no-brainer

Tell your readers clearly what they should do — but charmingly, not like a market crier.

It often sounds better than “buy now”:

• “Try for free”
• “Get your quote in 2 minutes”
• “Let's go”

Place these call-to-actions in a targeted manner — and only where they make sense.

8. SEO is not rocket science

Of course, you want to be found on Google. But please not at the expense of readability.

• Use keywords where they fit — not everywhere.
• Write proper headlines, organize your text logically.
• Look for meaningful meta titles and descriptions.

If your text is easy for people to read, it's usually okay for Google too.

Or do you want to see how you can really drive SEO against the wall? Then take a look at my satirical guide: “This is what you have to do to not get website visitors”.

9. AI can help you — but not write

Tools like ChatGPT or others can give you ideas, suggest paragraphs, or formulate variants. But they won't replace you. Because personality, real experience and a feeling for your brand — that only comes from you.

Use AI as an assistant, not as a ghostwriter.

10. Your website is never finished

Texts that were once good can be out of date at some point. Offers are changing. The style continues to evolve.

So give your website a little text tuning every few months. Small details are often enough to perform better again.

Texts that sell don't sound like advertising

You sound like a good friend who helps, advises, inspires — and then reaches out charmingly:
“Come on, I'll show you what's next. ”

If you write with this mindset — and add a bit of structure, clarity and personality courage — your texts will not only be read better. But also convert better.

And if you need help with the implementation, just get in touch — Click here for the contact form.