We don’t mean to be dramatic, but if you’re paying for your website to be designed, we implore you to consider getting copywriting support (even if it’s just a copy audit if your budget is tight). Good writing elevates good design, but sub-par copywriting just brings down the value of the web design you’re investing in–and probably paying a pretty penny for!
Our website designer friends agree–and those of you trying to write your own copy for a website you paid thousands for will probably agree too. No shade thrown here–copywriting is tough–but copywriting for yourself is even tougher.
This blog will explain why you should prioritize copy first, and give you some tips and tricks to write copy that elevates your website.
Copy First, Design Second
Your messaging is the most important part of your website. After all, this is the landing page for your brand, and you want it to show visitors what your business is all about and why they should care. At the end of the day, high-quality and data-backed copy will help you convert clients (and rank higher in terms of SEO, too).
The copy on your website guides a visitor through a thoughtfully planned out experience. The order of your words can butter up a sale, build trust, leverage authority, and win over your ideal client before you even get on a discovery call.
When we write your website copy, we get to structure the journey we take your ideal client on strategically. We determine what they need to know first, what primes them for a sale, what builds trust, what increases credibility–and the order in each of these events needs to take place. It’s not just about telling a good story, it’s about telling a good story in the perfect order.
The job of design is to support this visitor’s strategically structured journey. The design directs the visitor’s eyes to the right words, moves them from section to section, and visually encourages them to keep reading.
Copy Elevates Design (and vice versa)
Long story short, copywriting tells your story, and design helps bring it to life. You can’t guide someone through a story visually if the main plot points don’t exist first!
Think of it this way–you can have incredible visual design elements that capture your audience’s attention, but if your website isn’t saying anything valuable, web visitors aren’t going to stick around.
When you write your copy first, you’ll be free to write the best story possible–without boxing yourself into design features. Otherwise, you’d have to try to write copy that fits into a pre-structured website design–which limits how much you can say, where you can say it, and what you want to draw attention to.
By writing your copy first, you’re giving your web designer a complete story to work with. You’ll have the flow of your site all planned out, and then you’ll be able to add some flair to the story with visual elements that highlight all the important information you want to communicate.
Graphic design might get someone onto your website, but ultimately, the copy will make them stay and convert.
Writing Engaging Copy
Whenever you sit down to write something, it’s crucial to always keep your ideal audience in mind.
Don’t just write what you want to say–put yourself in their shoes! What are they interested in? What are their pain points? What do they need support with, and how can you give them a hand?
You need to speak directly to your audience, appeal to their needs, and showcase all the benefits a client will gain by working with you. Each and every part of your website–from your Home page to your About Me section to your Services page–should have a clear and specific purpose. The goal here is to engage your audience with storytelling so they keep coming back for more.
And don’t forget about those call-to-actions! Make sure your web visitors know precisely what next steps they need to take to connect with you and start getting support. Keep your copy simple and streamlined to make it easy for your audience to find what they need.
Want more copywriting tips? Head to this blog.
Putting It All Together
Remember that investing in copywriting before design is a strategic decision. Finding a copywriter and web designer who understand the delicate balance between their two specialties is key.
If you’re not quite ready to go all-in on copywriting, getting some professional feedback and advice on your copy can be crucial for making sure everything is on track for the design stage. Our copy audit service will ensure your copy is reaching your intended audience and making the impact you’re looking for–get in touch if this is something you need!
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