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Designing a website without copy – or with substandard copy – is hard. It’s unlikely to give the best results for the client when it’s up and running either. Working with a website copywriter who understands how to get results with target clients and search engines at the same time – and who knows how to hand over copy so it’s easy to work with – can make all the difference.
When copy comes after the design, it can mean a lot of redesigning or rewriting copy to fit. It rarely gives a great result. Not to mention the long waits for the copy in the first place. Sometimes it never appears.
Designing with the copy is a different story – but even that can be hard when the copy’s not consistent and lacks hierarchy, calls to action, and all the other elements that make up a great website experience. It can even be well written from a style and language perspective, but that doesn’t mean it’ll work for a website.
So if you’re looking for a smoother process, fewer rounds of edits, and a website that performs better for the client, the answer is with the copy. Making your life easier can also lead to better results all around.
Website copy that’s ready for design
When you get the copy before the real design phase starts, you know exactly where to begin.
- Navigation won’t be an afterthought: the copy should create the structure and flow necessary.
- There should be links between pages written in where it counts.
- The user journey will be clear and easy.
- Calls to action will be what and where they should be, not just added in random places.
- Headings – and the rest of the copy – should already be optimised for the search engines
- Page hierarchy will be established with H1, H2, H3, and other labels, there’s no guessing.
A website copywriter knows how to set out the copy in a clear, logical fashion with all the necessary tags and instructions the designer needs. We think about consistency and character counts where it matters. There are no ambiguous instructions or expectations that things will somehow be automatically understood or added. There won’t be ‘missing’ bits because a website copywriter knows what to include.
Copy handover before the design is locked in
Getting the copy before getting too far into the design process means fewer revisions. Having it all in one document from the outset means it’s easier to keep track of. A change made anywhere can have implications for copy in other parts of a page or site and a copywriter will keep track of that whenever changes are requested. Issues like one department writing their bit, and another writing theirs (or not) disappear. That sort of thing can lead to unlimited levels of annoyance and awfulness.
The process works both ways too. Questions or issues the designer has in relation to the copy can be addressed as soon as they arise. A copywriter can rewrite sections, add information, delete things or move them around when the design requires it. They can do this without it compromising the rest of the site – whatever’s necessary to keep the copy and design consistent and effective.
Writing search-engine optimised copy, not just adding SEO
Don’t underestimate the power of copy that’s been written for a target audience with the search engines in mind too. It’s streets ahead of copy that’s had SEO added as an afterthought. And if you start designing with copy that’s not optimised, the chances are the design will need to change once an SEO has done their work on it. On-page search-engine optimisation isn’t just about adding keywords in key places. It’s about layout, structure, and more.
Design 'copy first' into your workflow
Educating your clients and insisting on a copy first approach will not only make your work easier, it’ll get better results for your clients in the long run. And that obviously means their website is more successful and your design skills even more appreciated. And who can argue with better results for less effort?
Working with a copywriter who understands website design
Not every copywriter knows how to write for the internet. There are plenty of beautifully written websites out there. However, not all of them will see the light of day because writing for an online audience is different to writing for offline. They also won’t know how to hand over the copy to make a designer’s life easier.
Websites are not just for information or to serve as an online business card or brochure. They should be driving organic traffic, converting leads, and encouraging people to act. This is particularly important for service businesses – and for the designer.
When I write copy I set it out so the designer can follow a blueprint. No guesswork, no extra work. And if they have any questions or concerns, I ‘m always there to make revisions so the design works better. Do you work with website copywriters? Why not get in touch to find out more about how we could work together to make your website designs more successful?