seks met je website

door Gepost in - copywriting op April 17th, 2013 198 Reacties copywriting tips
Heb je dat wel eens, dat je op een website komt en het bijna wel kunt uitschreeuwen: OH MIJN GOD JA! JA!!! Het lijkt alsof schrijver jou perfect aanvoelt, de tone of voice, de look ’n feel…Dan weet je dus: deze copywriter had er zin in.
 

Maar schrijven voor een website is niet voor iedereen weggelegd. En dat geeft ook niet, want in dit artikel leg ik jou uit hoe die copywriter het voor elkaar kreeg om jou naar die climax te schrijven. Online copywriting is namelijk net als seks: het begint met een goede oneliner en eindigt met terugkerend bezoek.

Inkoppen met de juiste oneliner
Websitebezoekers zijn nog directer dan echte mensen. Ze willen graag weten wat ze aan je hebben en het liefst zo snel mogelijk. Wil jij jouw doelgroep direct laten weten dat ze bij jou aan het goede adres is? Zet dan bovenin je header een goede, ultrakorte beschrijving van jouw bedrijf naast of onder je logo. Dat heet een tagline, niet te verwarren met je (vaak cryptische) pay off.

Schermafbeelding 2013-04-17 om 14.54.44

De tagline van deze website is ‘business software’. Duidelijker kan niet.

What you see is what you get
Wees eerlijk over jezelf en helder over wat je te bieden hebt. Zo bezorg je hem of haar een positieve ervaring in plaats van een kater.

Gebruik de juiste stylo
“Come on over baby” vs. “Volgens mij moeten wij elkaar beter leren kennen”. Welke stijl hoort bij jou? Denk na over wie je bent en wat je wilt uitstralen. Maar denk ook na over wie je graag wilt bereiken, want met jouw ‘tone of voice’ moet je ook jouw doelgroep aanspreken.

Een aantrekkelijke kop
We kunnen er over discussiëren, maar een goede kop trekt toch als eerste de aandacht. Sommigen kunnen wel uren aan hun kop werken, anderen zijn zo klaar. Koppen komen in alle soorten en maten, kort, lang, spannend, informerend. Maar goede koppen hebben één ding gemeen: ze trekken de aandacht. En oh ja: sex sells, vind je niet?

De perfecte body
Goed nieuws! De perfecte body is haalbaar voor iedereen. Het is de platte tekst onder de kop, die het verhaal vertelt. Deel de bodytekst onder in alinea’s en voorzie deze zoveel mogelijk van aantrekkelijke tussenkoppen. De perfecte body is vooral gemakkelijk te scannen tijdens vluggertjes en is netjes opgemaakt. De spellingcheck maakt het helemaal af.

De perfecte bodytekst

De online schrijfstijl van StudentenWerk: scanbare teksten met duidelijke tussenkoppen.

Het oog wil ook wat
Ben jij van het pragmatische less is more? Doe maar gewoon, dan doe je al gek genoeg? Dan ben je bij de online lezer aan het verkeerde adres. Of hij bij jou eigenlijk. Jouw verhaal wordt mooier als je het beeldend kunt vertellen. Fotografie en ander beeldmateriaal geven een extra dimensie aan je artikel en maken het prettiger leesbaar. Let op: te veel versiering leidt af van de inhoud. Oh ja… Google houdt ook van beeldmateriaal.

Geven en nemen
Rustig aan, langzamer graag. Het is prima om recht op je doel af te gaan, maar je kunt mensen er ook mee afschrikken. Waarom niet eerst een beetje ‘teasen’ met wat prikkelende blogs, een spannende video of andere attributen? Denk even niet aan jezelf, waar heeft jouw doelgroep behoefte aan? Het is een kwestie van geven en nemen.

Eerst geven, dan nemen

ConversionXL gaat voor de ‘long run’. Geen verkoopraatjes op de homepage maar een gratis e-book.

Geef duidelijk aan wat je wilt
Na-vi-ga-tie! Geef duidelijk aan waar je bezoeker naartoe moet, wat hij of zij daar moet doen. Niets is zo vervelend als moeten gokken wat er van je verwacht wordt. Oh wacht, toch wel: niet kunnen vinden wat je zoekt. Stuur dus niemand het bos in, grote kans dat ze voortijdig afhaken.

De weg er naartoe is net zo fijn
Een climax is leuk, maar de weg er naartoe is minstens zo belangrijk… Jouw bezoekers hoeven echt niet direct klant te worden. Het kan ook zijn dat ze trouwe lezers van je blog worden. Sommige mensen hebben er wel een jaar voor nodig om uiteindelijk een koop te sluiten. En als ze zover zijn, dan kloppen ze bij jou aan. Omdat jij er altijd voor ze bent geweest, naar ze hebt geluisterd en hebt geïnspireerd. Zwijmel.

Als je het heel goed doet, komen ze terug
Iedereen weet natuurlijk wat ik hiermee bedoel.

Toch?

Bij de echte creatievelingen zijn de vingers NU aan het jeuken. Kom maar, toe maar. Hieronder kun je me aanvullen, we zijn nog lang niet klaar…

(198) mensen vinden hier wat van

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      April 21, 2013 at 07:08

      Hi Renzo, het kan vast altijd beter. Maar ik denk idd ook dat jij niet helemaal de doelgroep bent, zeker nu ik je website heb gezien 😉

  • Kees Romijn – Romijnse Letters - Reply

    April 18, 2013 at 12:30

    De opzet van de Studente(E?)nWerk oogt misschien wel perfect met al die tussenkopjes maar de tekst daarentegen is afstandelijk, is niet op de student gericht en nodigt niet uit. Daar valt wel het een en ander aan te verbeteren…

    • Karlijn Fiesler - Reply

      April 18, 2013 at 18:37

      Hoi Kees, dat komt omdat dit b2b geschreven is, dus niet voor studenten maar voor werkgevers.

  • Frank van den Berg - Reply

    April 17, 2013 at 16:07

    Goede tekst. Aandachttrekkende kop. Komt wel goed! Veel succes Karlijn! En mochten we iemand zoeken dan zal ik aan je denken.

    • Karlijn Fiesler - Reply

      April 17, 2013 at 16:10

      Dank! Geen aanvullingen meer? 😉

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        April 18, 2013 at 12:37

        Niet heel veel aanvulling. Ik dacht alleen soms is het wel fijn om op je doel af te gaan. Het insteken van een goede call-to-action is ook een kunst. Maar uiteindelijk is dat ook een vorm van navigatie.

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