Back when I was a rookie web designer, I often had clients come to me fired up to get their web site design rolling, even though they didn’t have a single word of copy written.
“Can you design the web site first and then add the copy later?” they would ask. Not knowing any better, and wanting to be agreeable, I would always say yes.
So while I designed the web site, the client would plug away at the copy. And that’s where all the problems began.
You see, writing copy for a web site is often a clarification process. What begins as a general and rather vague idea for a web site becomes more focused and specific as words are put on paper.
As my clients began to clarify what they needed, their vision for the design of the web site often changed. Sometimes the changes were dramatic, involving an entire rework of the logo, images, and layout. Other times, the changes were more simple, such as additional navigation links or a second or third column.
Either way, it ended up being more work on my end. And since I charged by the project and not by the hour, I became frustrated by the extra time I had to put in to get the project done. All of which could have been avoided had the copy had been completed first.
Eventually, I learned my lesson. These days, I insist that my clients have the copy at least 90% completed and finalized before I will start on a design or redesign.
Advertising Always Begins With Words
When you think of how other advertising methods are developed, it’s easy to see why web site design should begin with the words. After all, who would shoot a TV commercial without having the narrative in place? Or design a newspaper or magazine ad without knowing what it’s going to say?
It simply isn’t done, because it would be inefficient. Likewise, it is inefficient to design a web site first and then write the copy for it later.
Start With the Home Page
While there are no hard and fast rules as to what page should be written first, the home page is a perfect starting point.
Writing the home page copy will help you determine what other pages you will need on your site. And it will help you focus on your customer and what they expect to find on your web site.
One client of mine, while researching her customer’s preferences during the copywriting process, discovered that her target audience wouldn’t be attracted to her original logo and graphics. She ended up having everything redone. Her original look was meant to convey her service as fun and unpredictable, while her redesigned look conveyed her service as something that is highly valued and treasured, which is exactly what appealed to those she wanted to attract.
The next time you prepare for a web site design or redesign, focus on the copy first and the design second. Doing so will result in a process that saves time and money, all while helping to ensure that your web site is focused is on your customer.
No related posts.
Related posts brought to you by Yet Another Related Posts Plugin.
Good ideas to keep in mind, Viki. I think any web project should start with keyword research and a complete wireframe right off the bat. This will help outline everything that’s needed… keyphrases, pages, copy, navigation, usability issues, etc. A little bit of planning goes a long way.
Karon, I wholeheartedly agree. Even before the copywriting should come the keyword research if the web site is to be optimized for the search engines. Good point!
Great article. Truer words have never been spoken, er or written and then later designed.
Copywriting is also a skill that takes years of practice to become very effective in advertising what you are selling and **;