If there is one thing I wish I could convince all my clients of, it’s the value of expertly written copy. But that’s a really hard thing to communicate to a client without it sounding like a direct criticism of their command of the English language.
If you are one of my clients and you’re reading this, before you start searching for a new web designer, please don’t. It’s not just you, it’s everyone!
You see the problem is that we can all write. Heck, even I can write! In fact, I happen to think I’m pretty handy when it comes to putting prose to paper. And that’s the problem. We all do.
Yet the truth is there is a gulf of difference between how we would knock up a few paragraphs of text and how an expert copywriter would carefully craft copy for a specific purpose.
I don’t think there’s any scenario in which well-written copy isn’t important, but when the purpose of a website is to sell a product or a service then it really becomes a no-brainer. In fact, the copy is by far and away the single most important factor in converting a user into a customer.
Without wishing to downplay my own profession too much, a user isn’t going to make a buying decision because of the designer’s choice of typography. A user isn’t going to convert because of the subtle and considered colour scheme. That clever CSS grid isn’t the reason either, nor that technically brilliant JavaScript slideshow.
Of course all of those things I’ve mentioned are important, and the truth is that a user chooses to buy based on a whole variety of factors including design and user experience. But the cornerstone of that buying decision will be based on clear, concise and compelling copy.
There’s an old saying about turds and polish that sums things up nicely. As they say, content is king, and without that purposeful, quality copy driving users through a carefully considered sales process, frankly any designer is wasting their time.
Photo courtesy of leithaug.
9 fantastic comments
I agree with you Aaron that it is a combination of all elements, and that copy is important..but what about the “nobody reads things anymore” idea…people want instant gratification..they want instant imagery to explain the story to them…..
I do agree with most of what you wrote here, Aaron. I have the same fear of offending the client when telling they need help writing their web site’s copy.
However, finding a really good web copy writer is a difficult task, I find too many marketing buzzwords in the copy on majority of web sites. Yes, it’s well crafted, but it means nothing but buzz, buzz, buzz… Often I leave the site scratching my head, so what are they exactly offering, how can they help me, why should I buy their products, use their services? Other times, I simply skip all that marketing bias and go on exploring the company based on their portfolio, projects, products.
I agree that good copy is important in terms of conversion. Though design in the visual aesthetic sense may not help much, but true design, the kind that is invisible when it’s done well, is as important as well.
Eg. Whether a font looks nice or not is not important, but whether it is readable or not is important. Same with color schemes, does it make the user comfortable with prolonged browsing? Is the design clear enough to let the user know what he/she is buying? We web designers like to call it usability, but it has always been a part of traditional design. (Books, signage, the interior feel of a retail space when you shop)
@brian – Nah, I don’t agree at all that people don’t read things any more, although I would agree that people read things on the web in a unique way. People don’t read the web like they do a book or even a magazine, they skim and scan more. In my opinion that makes the art of copywriting on the web even more specialist and worth paying to get right!
@vivien – True, there is a certain clichéd style of writing that seems to get used a lot online. Certain buzzwords actually end up pissing me off more than anything. I don’t know though, at least someone has *tried* to get it right – it’s a step in the right direction from not seeing the value in copy at all.
@winnie – Totally agree (i’d be doing myself out of a job if I didn’t). I think my article headline is slightly misleading 
The crux of this article though is that people pay me quite a lot of money to design and develop a great website, but rarely see the value in paying a tiny bit more to get the copy right. I don’t understand that.
Great post Aaron, I totally agree! I’m constantly having the discussion at my place about the effectiveness of something we have designed when (for one reason or another) we haven’t had the option to use a “professional” copywriter to support/compliment the work put into the design.
People often think the copy is secondary as long as it ‘looks nice’ but the ‘looking nice’ might get people to pick something up but its the copy that engages and so keeps the attention and get a potential sale.
I used to think I was good at writing.
My copy editor soon put me straight.
Hi Aaron, unless youve got some clear empirical proof I suggest you refrain from claiming you know how users generally think. Sometimes they surprise us.
There are several interesting studies out there that seem to indicate quite the contrary of what you state. Heres a little info off the top of my head for you to get started on the subject:
http://bokardo.com/archives/web_credibility/
http://www.alistapart.com/articles/visual-decision-making/
Cheers!
@OTC – What specifically do you disagree with?
Interesting post! I agree that I find that a lot of clients are willing to pay for quality design, quality illustration and quality photography, but when it comes to copy, well they are going to write that themselves??!!
What are your thoughts?
