When I started as an online marketer, 12 years ago, the process was well defined- copywriter will create the copy. Send the document to designer who will incorporate the copy in the page. Send the page link for writer’s feedback. All OK, or a few iterations in-between, and it’s done.
But that was then. Today, when I look back, I see the world has changed.
12 years back SEO (Search Engine Optimization) ruled the roost. Copy was keyword centric. Design was light.
Today Experience and Engagement rules. Copy and Design are mediums to achieve it.
And the silos in which writers and designers work have been dismantled. Copywriters work in close collaboration with the designers.
Copy and design are specialist jobs. It requires different skill sets. But, when you look at the big picture, you will find that they are working towards a common goal. Communication with the customers. Boosting his experience. Helping him fulfill his goal. Helping the business achieve its goal- sales, subscriptions etc.
Also website copy is very different from print or magazine. You need, easy to understand copy. Simple language. Words that are used in common life. A bit of humor. And that’s all. Website copy doesn’t need a lot of refinement in terms of language and articulation as the print demands. Neither there is limitation of space. And therefore you don’t need the skills of a master copywriter to write a good website copy. If practiced diligently, you and me too can write good copy.
While the jury is divided on whether designers should write copy or not, I, for one is in favour of it. I see multiple benefits from it- for the designer and to the team.
Writing will help designers design better and more. Here’s how-
Getting the Big Picture: A good design is more than color palettes, grids, typeface and micro interactions etc. It’s about usability and experience to the users. Writing will help you connect to the big idea of optimizing experience than getting restricted to creating an artifact.
Understanding of the user: Writing copy will help him focus on the user and empathize with him. It will help him bring out the best of the two of the most critical elements of a website- content and design- together to improve user experience. Writing copy will also broaden his scope. From presenting to communication with him.
Creating better copy: Working as a designer gives you a different perspective on what works and what’s not. Something which writes don’t have. Bringing your perspectives in to the copy will create better copy. Also, you will in a position to better balance copy and design thus improving the user’s experience.
Appreciating the copy: One of writer’s pet peeve is that more often than not designers fail to appreciate the critical elements of the copy. How a particular part of the copy needs to be presented? Where to emphasize? And so on. Most of the iteration are centered around those elements. When a designer writes the copy, he will particularly understand which part needs design support to lift the copy and which part of the copy can lift the design.
Giving valuable inputs in a discussion: A designer who can write copy would be able to provide much better inputs to the project discussion. He would be able to see the role of copy and design in a particular project and would contribute to the discussion more effectively.
Boosting productivity: When a designer writes the copy, iterations would be less. Also there will be no friction between the designer and copywriter. All this would save crucial project time. He would be more easily and quickly able to make small tweaks to design or copy to accommodate the project requirements.
Help him personally grow: Website development is team work. Articulation and communication are key part when you collaborate with different people. Writing copy will help him communicate effectively. It will help him better present his ideas. And become a more valuable member of the team.
And help his career. It will help him acquire new skill set that will go a long way in shaping his career. As teams go lean, T-shaped employees ( one who has deep knowledge and skills in one area of specialization, along with reasonably good skills across disciplines) are preferred. It will open up leadership positions for him that demand multiple skill sets or domain knowledge to lead a team of diverse relationships.
Tips to the designers on the way to write copy-
Start today. Don’t procrastinate. Get to writing and write everyday. For the first few days, write what comes into your mind and then move to website copy.
Read a lot. Diverse topics, different writers. And, develop your own style.
Talk to a copywriter. Learn how he approaches a particular copy. How he structures a copy. And how to engage readers.
Write and get feedback from your colleagues. But don’t let criticism get the better of you. Keep writing and sharing.
Start small. Pick a page or a part of the website. Create copy for it. Design for it and check the impact. Also observe how your thought process is changing as you write and design.
