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{"id":28861,"date":"2019-08-12T18:50:39","date_gmt":"2019-08-12T10:50:39","guid":{"rendered":"https:\/\/www.crazyleafdesign.com\/blog\/?p=28861"},"modified":"2019-08-12T18:50:39","modified_gmt":"2019-08-12T10:50:39","slug":"should-web-designers-write-website-copy","status":"publish","type":"post","link":"https:\/\/www.crazyleafdesign.com\/blog\/should-web-designers-write-website-copy\/","title":{"rendered":"Should Web Designers Write Website Copy?"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">You can\u2019t have a successful website without great design and excellent copy. <a href=\"https:\/\/www.crazyleafdesign.com\/blog\/minimalism-in-web-design-trends-and-techniques\/\">Web design<\/a> and copywriting used to be separate professions. Today they\u2019ve been blended together and it\u2019s not always for the best.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Many professional designers are now expected to write copy for clients, but is there a good reason for this expectation? Or did the jack-of-all-trades movement create a false expectation? The answer lies somewhere in the middle.<\/span><\/p>\n<h2><b>Designers are not copywriters<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">First and foremost, designers are not copywriters. Copywriting is a skill that takes decades to master. It\u2019s difficult to find someone who can do both equally well. Unless someone dedicates their life to writing, they won\u2019t achieve mastership.<\/span><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Despite this, clients routinely request copywriting services from designers because they see writing copy as part of the design process. These requests often catch designers off guard. Designers want to make their clients happy, so they give it their best shot. However, despite their best efforts and intentions, designers can\u2019t become good copywriters overnight.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That doesn\u2019t mean designers can\u2019t write decent copy. Some designers can. The problem is when clients expect designers to whip up<\/span><a href=\"https:\/\/www.crazyleafdesign.com\/blog\/5-ingredients-of-a-high-converting-landing-page\/\"> <span style=\"font-weight: 400;\">high converting landing pages<\/span><\/a> <span style=\"font-weight: 400;\">and hold the designer responsible for the results.<\/span><\/p>\n<h2><b>The small upside to a designer writing copy<\/b><span style=\"font-weight: 400;\">\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">To a designer, writing copy means more work, more pay, and more experience. There are also several client benefits:<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\"> \u00a0 <\/span><span style=\"font-weight: 400;\">After the designer builds each page to encourage the user to take a specific action, writing the copy to support that action is easy and would be congruent with the design.<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> \u00a0 <\/span><span style=\"font-weight: 400;\">A designer will know when to edit the copy as they make design tweaks. For instance, say the copy instructs users to click a link in the top right corner of the page. If the designer changes the layout and that link is moved, the copy needs to change as well. If the designer wrote the copy, they\u2019ll know to adjust it to reflect the new link position. If the designer didn\u2019t write the copy and is instructed not to touch the copy, the error may not get corrected.<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> \u00a0 <\/span><span style=\"font-weight: 400;\">Designers and copywriters often disagree with each other and it\u2019s not easy to facilitate collaboration between the two.<\/span><\/li>\n<\/ul>\n<ul>\n<li><span style=\"font-weight: 400;\"> \u00a0 <\/span><span style=\"font-weight: 400;\">It\u2019s easier to work with one person rather than several.<\/span><\/li>\n<\/ul>\n<h2><b>The downside? Inferior copy<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">In copywriting terms, inferior copy doesn\u2019t just refer to poor grammar and a mediocre writing style. Inferior copy is copy that doesn\u2019t convert.<\/span><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you look at the top copywriters in the world, you\u2019ll notice they don\u2019t use perfect grammar or punctuation even in their most successful pieces of copy. They use conversational language and speak directly to readers as if they were in their living room.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Plenty of studies have been done that show effective copywriting isn\u2019t about grammar or eloquence. In fact, effective copy is written at a 6th-grade reading level. Effective copy is short, concise, and to the point. For this reason, creative writers often make terrible copywriters.<\/span><\/p>\n<h2><b>Copywriters are trained in marketing and can sway clients for their own good<\/b><\/h2>\n<p><a href=\"https:\/\/www.elegantthemes.com\/blog\/resources\/basic-copywriting-for-web-designers-and-why-it-matters\"><span style=\"font-weight: 400;\">Copywriting requires marketing knowledge<\/span><\/a><span style=\"font-weight: 400;\">. A designer won\u2019t necessarily know any better and will lean in the direction of the client\u2019s instructions even at the client\u2019s peril. A professional copywriter isn\u2019t afraid to go head-to-head with a client when the client doesn\u2019t understand how to sell their own product.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It doesn\u2019t matter if you\u2019re a great copywriter &#8211; if you don\u2019t have a formal background in copywriting, you don\u2019t stand a chance at convincing a client to change their approach to copy.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Say you taken on a client who asks you to write up blurbs about their rental units, and you notice the name of their apartment building sounds cheap. You think of a better name for your client\u2019s rental property. You show them examples of landlords in Houston going to great lengths to<\/span><a href=\"https:\/\/www.greenresidential.com\/what-you-name-your-houston-apartment-could-determine-who-rents\/\"> <span style=\"font-weight: 400;\">rebrand their apartment buildings<\/span><\/a><span style=\"font-weight: 400;\"> with the right name to project the right image. You know you could write exciting copy if only they would rebrand their property.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Not your client. No, your client is perfectly happy keeping a name that makes people think of a run-down, dilapidated building. And you don\u2019t have the credentials to argue your case. Now you\u2019re stuck writing boring copy.<\/span><\/p>\n<h2><b>Are you being asked to write copy for a client?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">It sounds harsh to reject a client\u2019s request, but it\u2019s in their best interest to hire a specialized copywriter for the job.<\/span><\/p>\n<p><a href=\"https:\/\/www.smashingmagazine.com\/2013\/09\/why-copy-is-a-design-issue\/\"><span style=\"font-weight: 400;\">Smashing Magazine nailed it<\/span><\/a><span style=\"font-weight: 400;\"> by saying, \u201cdesign is a process that should happen <\/span><i><span style=\"font-weight: 400;\">with<\/span><\/i><span style=\"font-weight: 400;\"> content, not just for it, and the practice of creating a page full of lore Epsom and getting the copywriter to fill in the blanks just doesn\u2019t cut it anymore.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">At the end of the day, designers should work with a copywriter to refine the copy through a process rather than trying to do both jobs.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Many professional designers are now expected to write copy for clients, but is there a good reason for this expectation? Or did the jack-of-all-trades movement create a false expectation? The answer lies somewhere in the middle. <a class=\"g1-link g1-link-more\" href=\"https:\/\/www.crazyleafdesign.com\/blog\/should-web-designers-write-website-copy\/\">More<\/a><\/p>\n","protected":false},"author":355,"featured_media":28862,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[59],"tags":[],"adace-sponsor":[],"class_list":{"0":"post-28861","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-web-design"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Should Web Designers Write Website Copy?<\/title>\n<meta name=\"description\" content=\"Many professional designers are now expected to write copy for clients, but is there a good reason for this expectation? 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