How do good website texts work?

“I only want very short texts on my homepage. No one reads them anyway!”— we often hear clients say this when they order a website from us. “Brevity is the soul of wit” is a commonly known saying. But does this also apply to web pages?

Professional and search engine optimized texts are essential for the success of your website. They increase visibility in search engines and provide your visitors with valuable information.

The optimal length and quality of website texts

How extensive does a successful web text have to be? Is it better to describe my offer briefly and concisely or in detail and comprehensively? To answer this question, let’s take a look at the target groups.

We write web texts for people and search engines.

When it comes to “writing for the internet,” many people still think of boring text deserts, where the only aim is to reach the ideal 300–400 words and squeeze in the biggest keywords at the perfect keyword density for search engines. That might have worked in the past.

Search engines want to deliver valuable search results that visitors are satisfied with. That’s why today they’re much better at recognizing from user behavior whether the visited website is truly useful and informative.

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How search engines evaluate your texts

• What is the topic of this text?
• Is the topic clearly defined, so it’s not a “content mishmash?”
• What is the quality of the text?
• Is the topic presented in a holistic way?
• Does the text contain enough detail to deepen the topic?
• Is the content unique? Are the facts presented better, more clearly, and in more detail here than by competitors?

You can already see from these questions that a very short text certainly cannot meet these requirements. For every search query you want to be found for, you need a text. What you don’t write about, you can’t be found for. So you need enough text so both readers and search engines get the information they need for your website to rank well for relevant searches.

Example of a search query on Google:

A mother wants to clarify why her child cannot concentrate at school, is performing poorly, and is having discipline problems. The school psychologist suggested that ADHD (Attention Deficit/Hyperactivity Disorder) could be the cause. Now, she wants to have this clarified.

She’s not sure who is responsible and therefore searches online for a child psychologist who specializes in ADHD. She searches, for example, for “psychologist children ADHD Halle.”

The search results are displayed by relevance. Among the results are psychiatric and psychotherapeutic practices and clinics specializing in children. There’s also a portal with a list of therapists. At the top are those providers whose website includes the ADHD topic, because for these providers, relevance is highest. Next come providers who don’t mention ADHD but specialize in children and adolescents.

This shows that provider websites that mention and describe this topic in their text are more relevant to the Google search than websites that do not address the topic at all.

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Conclusion:

• Put yourself in your visitor’s shoes and offer exactly the information they are interested in.
• The more relevant your texts are to a topic, the better your site will rank for it.
• Check which search queries you want to appear for and what you have to say about them.
• The more competent and comprehensive you can be, the more you will be perceived as a specialist in this topic by people and search engines.
• Write texts that your visitors enjoy reading. This is the case when you answer the questions they were searching for.
• It’s not a contradiction to write a good text for human readers and search engines. Search engines reward texts with good rankings when they are relevant to the human reader.
• If writing is difficult for you, let a copywriter create your website texts.

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Erstveröffentlichung am 20.05.2026