3 kroky, jak začít psát lepší texty pro web

Píšete newslettery, články na blog nebo titulek na homepage? Tak si na chvíli přestaňte hrát se slovy a zkuste změnit úhel pohledu. Zbavíte se tak 3 nejčastějších chyb, které firmám v Česku berou zákazníky, radí copywriterka Michaela Weikertová.

1. Nemluvte o sobě, ale k ostatním

Co to znamená? Že dost možná budete muset přepsat sekci „O nás“ nebo rovnou i slogan. Přesně tam nám ujíždí sebestředná sdělení nejvíc.

Popisujeme, co děláme, co si myslíme a čemu věříme. Namísto toho, abychom to rovnou otočili a řekli, co z toho budou mít lidé.

  • Titulek „o nás“:
    ,,Naše společnost poskytuje komplexní řešení v oblasti vývoje webů“
  • Titulek „pro vás“
    „Vytváříme weby velké rozsahem, nápadem i vlivem“

Je v tom pak totiž příslib a člověk má chuť to vyzkoušet.

2. To nejlepší si nikdy nenechávejte na konec

Jednoduchá poučka: Na webu vždycky počítejte s tím, že to, co píšete, nikdo nedočte. To nejlepší proto musí být hned na začátku.

Ať je to webový titulek, předmět v newsletteru nebo přehled benefitů vedle nákupního košíku.

Jinak prošvihnete tu vzácnou chvíli, kdy vás někdo vnímá a kdy můžete chytit a nepustit.

  • 24 slov z homepage, která neříkají nic:
    ,,Kolekce designových výrobků pro nejnáročnější zákazníky, které Vám představujeme na našich stránkách, jsou výsledkem propojení nejmodernějších technologií s invencí vybraných bytových architektů a umělců.“
  • 5 slov z homepage, která říkají všechno:
    „Hájíme důstojné pracovní podmínky. NaZemi“

3. Zapomeňte na jazyk marketingu

Dokud budete mluvit jako reklama, tak vás nebude nikdo poslouchat. Reklamy totiž přeskakujeme. V televizi, v rádiu i na webu. Je proto škoda si s nimi zaplnit ten vlastní.

  • Marketingová věta:
    „Exkluzivní individuální provedení zaujme na první pohled svou výjimečností, střihem a kvalitou.“
  • Lidská věta:
    „Běžné konfekční košile se vyrábějí pro všechny, ale ve výsledku nesedí dobře nikomu. Rozhodli jsme se to změnit.“

Víc dobrých příkladů?
Přečtěte si je na webu. Nebo autorce rovnou pošlete nějaké vlastní.

Doba čtení 2,1 min.Publikováno: 4. 11. 2015Rubrika: Tvorba obsahuŠtítky:

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Psala pro Hospodářské noviny, ekonomický server IHNED i pro největší centrum pro léčbu krve. Teď nejčastěji rozebírá s podnikateli a majiteli firem, v čem jsou dobří, a jak to dostat do textu. Protože správná slova byznys nejen nekazí, ale rovnou ho i posouvají.

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