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October 1, 2023Website copy or web design first? Many businesses prioritise visual design, functionality, and technical aspects when creating a website. However, website copy, or the written content on your website, should be your priority.
As a Freelance Copywriter, clients usually ask me: “Which should come first, website copy or web design?”
And I always answer the same: “Website copy should be your first priority, then website design.”
Often, though, clients come to me after they’ve got their website designed and realise they need a lot of engaging content to fill it up with and get people to click, buy or subscribe.
So, how’d I conclude that website copy should be your first priority?
Well, website copy is the foundation upon which your website is built and plays a critical role in attracting, engaging, and converting visitors.
In today’s blog, I will discuss website copy or web design and which should be your first priority when creating a website.
1. Website Copy Communicates Your Brand Message.
Your website copy lets you convey your brand message, voice, and personality to your target audience.
It sets the tone for how your visitors perceive your brand and helps establish your unique value proposition.
Compelling website copy should align with your overall brand strategy, reflect your brand’s personality, and communicate your brand’s core values.
It should evoke emotions, create connections, and differentiate your brand from competitors.
By prioritising website copy, you can ensure that your brand message is effectively communicated to your visitors, helping you to build a strong brand image and identity.
2. Website Copy Engages Your Visitors.
Engaging website copy is crucial in capturing the attention and interest of your visitors.
It should be well-written, compelling, and easy to understand.
It should resonate with your target audience and address their needs, interests, and pain points.
Website copy should be designed to keep visitors on your website, encourage them to explore further, and ultimately take the desired action, such as purchasing or submitting an inquiry.
Engaging website copy is essential in creating a positive user experience, increasing user engagement, and reducing bounce rates.
By prioritising website copy, you can create content that captivates your visitors and encourages them to stay longer on your website.
3. Website Copy Drives Conversions.
The ultimate goal of a website is to drive conversions, whether it’s making a purchase, filling out a form, or subscribing to a newsletter.
Website copy is crucial in convincing visitors to take the desired action.
It should clearly communicate the benefits of your products or services, address any objections or concerns, and provide a compelling call-to-action (CTA) that prompts visitors to take the next step.
Well-crafted website copy can create a sense of urgency, build trust, and motivate visitors to convert.
By prioritising website copy, you can create content that effectively drives conversions and boosts your business’s bottom line.
4. Website Copy Enhances SEO.
Search Engine Optimisation (SEO) is essential for improving your website’s visibility in search engine results and driving organic traffic.
Website copy is a critical component of SEO, as search engines rely on written content to understand the relevance and value of a web page.
Well-optimised website copy should incorporate relevant keywords, meta tags, and other SEO best practices to improve your website’s search engine rankings.
By prioritising website copy, you can ensure that your content is optimised for search engines, helping you to attract more organic traffic and reach a wider audience.
5. Website Copy Builds Trust and Credibility.
Trust and credibility are essential in building relationships with your website visitors.
Website copy should convey your expertise, authority, and trustworthiness.
It should provide valuable information, address common questions or concerns, and showcase your credentials, testimonials, or case studies.
Well-written and credible website copy can instil trust in your visitors, helping you to establish your business as a reliable source of information or provider of products/services.
By prioritising website copy, you can create content that builds trust and credibility, which are critical factors in converting visitors into customers.
Conclusion: Settling the debate on ‘Website Copy or Website Design’ once and for all.
Prioritising website copy over website design as the initial focus is a strategic approach that can significantly enhance the effectiveness of your digital presence.
Content forms the backbone of any website, conveying the core message, engaging users, and influencing actions.
It defines the purpose and clarifies the value proposition, setting the stage for a user-centred design that aligns with the audience’s needs and expectations.
By developing compelling content first, businesses and individuals can lay a strong foundation for SEO success, efficient workflow, and consistent messaging.
In this approach, design complements and enhances the content, ensuring that aesthetics and functionality align seamlessly with the information users seek.
Website Copy or Web Design: The final analysis.
Ultimately, websites driven by well-crafted copy are more likely to engage, convert, and retain visitors, making content a priority in web development.
However, it’s important to emphasise that the relationship between content and design should be collaborative rather than sequential.
Both elements should evolve together, with designers and content creators working together to achieve a harmonious and user-friendly digital experience.
By recognising the pivotal role of content as the primary source of value and engagement for users, individuals and businesses can better position themselves for online success, delivering websites that look impressive and effectively communicate their message and drive desired outcomes.
Need help writing engaging and persuasive copy for your website or blog? I’m a freelance professional copywriter who can help with regular blog writing, website copywriting, SEO-optimised content, and much more.
