Make Your Web Content Shine
I’ve had some interesting conversations with several colleagues recently about how clients are willing to spend their marketing dollars for fabulous new websites, yet when it comes to the content of the new sites, they decide to skimp. One web designer recently shared with me that her client said they’d handle the website writing in-house, and when their beautiful, redesigned website launched, the copy fell flat. “Many companies are failing to recognize the importance of great content when going through the design process,” she told me.
Interesting. But not surprising.
Yet another web design friend echoed this frustration. Her agency designed a dynamic website for a client and suggested bringing in a professional writer to bring the design to life. The client, however, balked at the idea and had their small in-house team piece together copy that was less than stellar. In the end, the client had a beautifully designed website filled with content that failed to connect or convert its audience.
Which leads me to the question: how important is content in a website project? Simply put, VERY.
3 Ways a Professional Writer Elevates A Web Design Project
A strong writer creates a content strategy that connects and makes an impact on the website’s visitors. The content strategy should be considered just as much as the design and functionality of a website. A well-crafted content strategy will complement the web design for an effective user experience. Some of the best websites I’ve written are the ones where I have been involved from the first strategy session to the final review. Why? Because I was able to immerse myself in the company’s mission, understand its business goals and messaging, know the audience, get a real feel for the genuine voice, and take the user through the journey seamlessly.
Experienced writers understand how to write for a specific audience, whether that means punchy headlines and pithy captions or well-researched and comprehensive educational content. Web copy should speak to those who will be utilizing the website to ensure that visitors have a reason to stay or return to the site as well as take the intended action. Content should also be written in plain language, especially when talking about complex topics. When it comes to providing value, words have power.
Not every writer knows marketing and not every marketing professional is a good copywriter. A website should communicate a message, brand, and voice to its target audience. Working with a writer who understands marketing can deliver effective content that works in tandem with the design strategy and connects with the customer on a deeper level.
The right writer knows that great messaging works in harmony with a dynamic website design. Why spend hours designing a beautiful site if the content doesn’t reflect the image? When it comes to a new website or a site that’s undergoing a redesign, making content a top priority will help ensure project success and conversions.
Need a writer for your website project? Let’s talk!
Lisa Schwartz is President and Chief Content Writer at Schwartz Writing & Communications. Lisa's goal is to create engaging copy that increases brand awareness and helps busy business owners, marketing teams, and organizations fill every blank page with just the right content.
