There’s one element of designing a website I find constantly overlooked – the copy, or text, or to put it more simply the words on the page. Even when I go to great pains to explain that a website needs compelling, easy to read text it takes ages to get little, if any copy to add to the site.
I think one of the reasons for this is for most small businesses a website is the first time they’re marketing their business in a medium that allows you to add lots of copy. Think about it – most traditional advertising mediums charge by the column centimeter (or similar) so for much of their advertising there is only a small space to work with. A website changes that, and with unique compelling content (eg copy) helping your search engine rankings suddenly copy is really important. Not that it wasn’t before but you get my drift.
In initial discussions many prospective clients say they’re happy to provide the copy. But when it comes to the crunch it is often easier said than done. Which I understand. Most of them are busy enough running their businesses without having to sit down and put together pages of copy. It’s also not something they usually have a lot of experience with.
These days I find the easiest solution is to write the copy ourselves. As we usually optimise the website as well as build it it works out well. We’re able to write keyword rich, compelling copy that is beneficial to both visitors and search engines. It makes our lives easier and our clients can get on with the job of running their business. Which is what they do best.Continue reading...