“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.

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1. His company name as the domain name (ex. www.BlueValleyLandDesign.com ) OR
2. A domain name that utilizes keywords (ex. www.Denver-Landscaping.com)

Most of the time my answer would’ve been a no-brainer – use the business name.  After all, most people assume that your domain name matches your company name.  It makes it easy for people to remember your web site address and share it with others.

In this case, however, I recommended going with keywords.  The reason?  The business name included the last name of the owner.

“Well, so what?” you might be asking.  “It’s common practice for people use their first or last names, and sometimes both in their business name.”

That’s true.  And it’s really not a good naming convention, in my opinion.  Particularly when it comes to web businesses and domain names.

The reason for this is value.  Let me explain. When selling a business web site, the web site’s primary value is almost always weighed by its search engine rankings.  And search engine rankings are, of course, completely 100% attached to the domain name.

Now think of this:  Is a prospective buyer going to want to own a business named Suzy’s Web Design with a domain name of www.SuzysWebDesign.com?  Unless their name is Suzy, probably not.  But a business and domain name that is generic, such as Smart and Savvy Web Design and www. SmartAndSavvyWebDesign.com would be appealing to a much larger population.

I really never even considered this until I sold my web design web site last year.  My business happened to have a generic name with a matching domain name.  Its sales appeal was its search engine rankings, its longevity, and its reputation, in that order.  After the transfer to the new owner was complete, I got to wondering if he still would’ve been interested in buying it if it had a domain name of VikiNygaardWebDesigns.com.  I kinda doubt it.

So what do you do if you are basically stuck with a company name that uses a personal name?  My recommendation would be this:  Use two domains.  Use a keyword-rich domain name for the search engines and then point your company domain name to the keyword-rich domain name.  The keyword-rich domain name would be the domain name where all your web site files are located and would be the one that the search engines would crawl.  The company domain name is the one you would use for advertising and sharing with your customers.

For example, www.Denver-Landscaping.com is a keyword-rich domain name.  I would upload all the web site files to this domain name, then point the company domain name to it.  The domain name that is pointed will never gain search engine rankings.  The domain name where your site files are located will.

“But I have no intention of ever selling my web site.”  Believe me, neither did I.  Like most people who start a business, I expected to stick with it a long time, but life and circumstances changed.  The opportunity unexpectedly came along for me to sell and the timing was right.

When you buy a domain name and build a web site, don’t just think about the here and now, but consider how your choices will impact the future as well.  Doing so might mean all the difference between a web site that holds value in the eyes of prospective buyers and one that doesn’t.

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