The benefits of world class copy

By January 14, 2019 No Comments
Content Is King

We’ve all heard the saying that ‘content is king’ but far too often it still gets overlooked. As a designer, content means everything to me as it drives the UX and the design. It’s also important to remember that content doesn’t just mean text, it means photos, videos, podcasts and any other format to help communicate your message.

But for this blog post, I want to focus on the copy and the written word. When we designed and built websites for the desktop computer, the content strategy was far easier. We had a lot of space to work with, the standard of copy was nowhere near the level it is now and there was less competition.

But as mobile continues to shake up the digital industry, the small screen has completely changed the way we approach our content strategy. Don’t forget that websites display the same copy on mobile as desktop and that poses copy and design challenges. We simply don’t have the space to write convoluted, lengthy and boring copy. The text needs to be sharp, on point, concise and engaging from the get go and that often requires the skill of a professional copywriter.

In addition to mobile, let’s not forget that users are generally time-poor. They may spend a couple of minutes on your site so you have a limited window to get your message across. You simply cannot afford to waste words – they are like gold dust and need to be written carefully and above all, with your user in mind. Exactly what information do they need to know in order to take the next step and make a purchase, make an enquiry or watch a video.

Copy is the area that clients tend to struggle with above all else. If your budget is small, it’s definitely worth having a crack at the copy yourself but if you can find budget to bring in a professional, you won’t regret it and most importantly, your users will really appreciate it.

Good copy will engage your user, drive conversions, increase sales and position your brand correctly. Web copy can also be reused across all your marketing (online and offline) so that your messaging is consistent across all channels.

As a designer, I have focussed on copy and messaging for many years now and it’s vital to what I do. Where required, I will take your copy, rework it and simplify it so that your text flows, engages and is on point. Once that is done, if we feel a professional copywriter is required, I have the best in the business ready to work their magic.

… and if you really don’t want to put pen to paper, you actually don’t need to write a word. A good copywriter will interview you and your team (in person or over the phone), get the information they need and then write the copy for you. It doesn’t get any easier than that!

Content has always been king and this is highly unlikely to change. If you have any questions around copy, just drop me a line.

Simon Greenland

Simon Greenland

I'm a freelance web designer living in Oxford. I worked in London for 8 years before spending 7 years in Melbourne, Australia. My experience includes a number of the largest agencies in the world and some bluechip global brands - Canon, HP, GAP, GE and Microsoft to name a few.