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Most website designers will have found themselves in the position of having created a beautiful, user-friendly website, but still having to justify themselves to a client weeks later, frustrated it’s not performing as they expected. The chances are the problem doesn’t lie with the design. It’s more likely an issue with the words on the page. This is where a partnership with an SEO copywriter can make all the difference.
Creating a great website isn’t just about design
Website designers create websites with a focus on aesthetics and user experience. Any copy can go in a website, whether it’s been written by the client, the designer, AI, or a copywriter. But if you’ve got SEO copy written by an expert that guides users and drives actions, it makes for a much better website.
It’s going to be all the things the search engines want it to be. Visually engaging, easy to navigate, and optimised to increase conversion rates as well as for the search engines, it will also be everything the client wants it to be.
Working with the right copywriter, website designers can reduce the amount of time, frustration, and revisions necessary to produce their client’s finished website. It’s likely to perform well and deliver a better result for the client, which is great for the website designer too.
Website projects without a copywriter on board
It doesn’t matter how great a website looks, if it doesn’t rank with the search engines or resonate with the target audience, it won’t be doing its job. Poorly performing websites can lead to disappointed clients blaming it on the design or the designer’s expertise.
Getting content out of a client can often be time consuming and frustrating. Clients often struggle to provide content that aligns with design goals or search engine requirements, which can lead to extra work for designers.
Most are uncomfortable writing it themselves, so many designers find themselves filling in the gaps, or rewriting bits to fit the design (or just because they are so awful). But writing the copy isn’t a website designer’s expertise or job.
Why SEO copy matters so much
Many website designers also deal with the search-engine optimisation side of things for their clients. However, there is a big difference between adding keywords and phrases into copy and writing it to incorporate these keywords and phrases in the first place. A good SEO copywriter will ensure the keywords are seamlessly incorporated, rather than sticking out like a sore thumb, as so much poorly written SEO content does.
And with good search-engine optimised copy, you can rank higher in the searches and drive more organic traffic, convert more visitors, improve trust and exhibit greater expertise. It leads to a much better performing website. Backlinko found that, “on average, moving up 1 spot in the search results will increase CTR[click-through rate] by 2.8%“. This will however vary depending on where you are moving from and to.
Why it helps to work directly with an SEO copywriter
Clients who have already engaged their own copywriter should provide better copy, but unless there is direct contact between the copywriter and the designer, any changes, revisions, or necessary amendments will have to go through the client. This can again lead to lengthy delays and misunderstandings, dragging out the process.
Copywriters who don’t understand or care about the importance of SEO or are not used to writing for online consumption are more likely to produce content that will need quite a bit of revision to fit the website design.
With a direct working relationship, designers and copywriters can address challenges early to create better results for themselves and the client.
What are the benefits?
- A smoother process
Website designers who work with their client and an SEO copywriter should find the process is a lot smoother. Copywriters with expertise in search-engine optimisation will write to resonate with the search engines in mind. Everyone will be working with the same wireframe, or website structure, in mind. Working collaboratively as a team means delays and miscommunication are less likely to occur.
- Getting it right first time
The copywriter gets the visual framework from the outset and with a better understanding of any design constraints can tailor the content to ensure it suits the layout. Getting it right first time avoids excessive revision and keeps everything consistent. Everyone benefits.
- More natural search-engine-optimised copy
SEO copywriters keep the copy focused on appealing to the target reader while incorporating keywords and phrases and can write it to fit the design if necessary. They understand the requirements, restrictions, and intricacies of website design and SEO. They will write for the user journey, incorporating calls-to-action (CTAs), relevant headings, and links between pages.
- Issues ironed out quickly
When they have an open dialogue with the copywriter, designers should end up with content that is ready more quickly. Any small issues can be ironed out without the client having to get involved until they need to sign it off. If, for example, the copywriter hasn’t included enough titles, paragraphs are too long or too short, more copy is needed for additional sections – all of this can be fixed more easily.
- Copy that matches design goals
The website designer gets purposeful, conversion-focused content that guides users through the site. It enhances their design rather than competing with it, or minimising its efficacy.
- Focusing on design, not copy
Designers can focus on their job, rather than worrying about writing, chasing, or editing content.
- Learning opportunities
Each project brings new lessons and copywriters and website designers can learn from each other’s expertise.
- A partnership that benefits everyone
A strong relationship between a copywriter and a website designer leads to a partnership that benefits both professionals and delivers exceptional results for the client.
Partnering with an SEO copywriter
Website designers who partner with SEO copywriters can offer a better service to their clients. The overall look, feel, and experience of the website will be better, making the website designer look like the hero. This is likely to strengthen the relationship and increase satisfaction – and the chances of referrals.
Working together, SEO copywriters and web designers can bridge the gap between form and function. And a website that doesn’t just look amazing but achieves or outperforms the client’s goals has to be a winner.
If you are a website designer working with service-based businesses and want to elevate your offering – and make your life easier and your clients’ results better – why not get in touch? I love to work closely with website designers who understand the value of good SEO copywriting: it benefits everyone.