Can good quality texts contain complex information? And is it then understandable? The answer: good content must offer both – high text quality and high-quality information. This is a huge challenge, especially in the B2B sector. Tuning for your B2B website 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 struggled with for years is long. Despite all efforts, there is often a grain of truth behind these prejudices. The web 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 self employed database your luck elsewhere. But you are not alone in this. In practice, B2B companies often feel this . Tuning for your B2B website they lose potential customers as a result. Bulky content, complex products and specialist areas that are difficult even for experts to grasp are a high 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 popular requests for adjustments include points are headlines, first article sentences or lists. In addition, online readers are often distracted . Tuning for your B2B website by 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 usually contact lists 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 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 can this be achieved?