Don’t make this huge mistake when you’re working on a new website
Ah, the thrill of getting the green light to build a new website. It’s going to look so much cooler, have all the pages you’ve needed for years but never got around to creating, add a whole load of extra functionality, and just be so much BETTER.
You get straight on LinkedIn to find the best web designer around. You tell them exactly how you imagine your new website to look and work, and they get cracking on some funky new designs that’ll blow your socks off.
Then you wonder, ‘Hmm. If we have a new look for the website, maybe we could do with some fresh copy, too.’ You head back to LinkedIn, message a copywriter, and ask them if they can write some new copy to fit into your signed-off page designs.
A few months later, you realise that the new website that you poured so many resources into isn’t performing any better than the old one. Why is that?
Your words should come first
In this scenario, you did what the vast majority of people do when they start a new website project for their brand. You focused first on how the website would look, and then added the words later. And it’s totally understandable – the designs feel like the most exciting part of the project, and you want to see it come to life straight away.
But if you want your website to drive conversions, speak to a copywriter right at the beginning of the process and get your copy nailed first and foremost.
Here’s why.
Nail your site map
A great copywriter isn’t just an awesome writer. They’re a thinker, too. They’ll have valuable insights into how you structure your website as a whole to make sure the right people can easily find the right information from the word go. They’re already adding value and they haven’t even written anything yet.
Create your page-perfect plan
Once your site map’s sorted, the first thing a great copywriter will do is create what’s called a ‘wireframe’ of your pages. That’s basically an outline of what information will go where on the page, and how it will flow to keep your readers interested and following your customer journey.
This is a really important step. Without it, your pages can lack direction and purpose, and make your readers feel like John Travolta looking around in that meme from Pulp Fiction.
Get conversions
After you’ve signed off your wireframes, it’s time for the magic to happen. Your copywriter will get to work crafting on-brand copy designed to keep your prospects engaged and move them through every stage of your customer journey.
Basically, working with a copywriter from the start of your project gives you an even better chance of getting a website that’s easy to follow and guides your readers from that initial awareness stage all the way through to saying yes to whatever it is you’re offering.
Instead of shoehorning copy into pre-designed containers, your copywriter has the freedom to make your copy convert.
So, can I only start design work once the copy’s signed off?
In an ideal world where you had unlimited time, your designer would create your page designs based on copy that’s completely signed off – it just makes everyone’s lives easier. But it’s not the only way to do it.
Really, by the time you’ve signed off your page wireframes, you should know roughly what each section will be about, how long it will be, and where any buttons or images will be placed. That’s a pretty good start for your designer to work with if you want your copy and designs to be completed in tandem.
And that’s not to say you can’t start working with a designer before that stage, either. In fact, getting both a copywriter and a web designer on board from the start of the project gives them more chance to collaborate, share ideas, and give you an even better end result.
I’ve already had my website designed. Do I need to start again?
Again, in a perfect world where you had an infinite amount of time and money, sure – you could start the project over again. But let’s face it, that’s pretty unrealistic (not to mention a waste of the work you’ve already had done).
It’s not impossible to write great copy that fits into a pre-designed site. Depending on your designer, they might even be open to ideas and willing to alter containers and change your page structure a little to give your copywriter some more freedom.
Just bear in mind that your copywriter won’t be able to do their absolute best work, which could well be reflected in your analytics.
If you take one thing away from this, remember: it’s never too early to bring a copywriter into your website project. In fact, the earlier the better. Make the most of all of their skills to help you plan your site AND write copy that drives results.
If you’re thinking about refreshing your website, get in touch. We’d love to dive into the details.
