Most web copy is still being written by people who aren't writers and don't have time. Clients love to write copy. Well, they love to plan to write it, anyhow. On most web design projects, content is the last thing to be considered (and almost always the last thing to be delivered).
We must understand that intelligent web content is the literature of our time and great web design is not possible without the design of words. Some designers go further, sharpening their clients' content to grab and focus user attention. In so doing, they create more effective sites—and gain an advantage over other designers.
Even the simplest website is harder to figure out than a catalog or magazine. We all know how to “use” a catalog: start at the front cover and keep turning the pages. But with every new site we visit, we have to “learn” how it works, how its “pages” turn, how to find what we’re looking for. Text. They’re a nutritious part of your complete website. But what keeps readers coming back is compelling writing that’s continually fresh and new. Great writing can’t be taught, but bad writing can be avoided. Declarative sentences are good. But web readers also demand pith.
The writer’s goal is clarity. Websites must go beyond usability and design, deeply engaging readers by turning their journeys through the site into rich, memorable, narrative experiences.
So Never underestimate the importance of words on the web.
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