Why is Design Worth More than Web Site Copywriting?

By: Eve Jackson
Submitted: 2007-01-17 14:55:57
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It makes no sense to me, but web site designers are still getting paid more than web site copywriters. On average of course. There are copywriters who get big bucks, but they’re not often web site copywriters. And yes, there are some web site copywriter that makes a pretty good buck, but it seems to me they’re more rare than say, direct response copywriters.

So why is that, do you suppose? Sure, how your site looks is important. It attracts interest, and more importantly, adds credibility. But content is still king, or so they say. Good design might be an attraction, but viewers aren’t going to stay without interesting content.

And good design is only good if your site can be found in the search engines. It’s not design that determines whether your web site is found or not. It’s web site content built around keywords. So why are designers being paid more?

Two Possible Reasons

I’d guess possibly because of two things. One, not just anybody can design a web site that looks good, and two, there’s a bit of mystery surrounding how you actually get it online—your average Joe, or Jodine as the case may be, probably does not know the first thing about web site code.

Those few who decide to give designing a try themselves usually start out with a website template. And yes, templates are less expensive than a custom design (often much less), but they have their drawbacks.

Those easy-to-use templates are seldom as easy to use as they claim to be, and the code is often outdated too. And you’d think a template would be error-free. I mean, they’ve likely been used by more than one client, so they should be, but they’re usually not. Which brings me to another point. Use a template, and you might be surprised to see a site that’s almost identical to your own.

But I’ve digressed. The point was that the mystery surrounding web site design might be a reason why design is often more expensive than copywriting. Few have the experience to write web site code, but most think they can write web site content.

But, there’s mystery surrounding web site copywriting too. The problem is that those same average Joe’s or Jodine’s don’t realize it.

What those would-be web site copywriters may be forgetting (or more likely didn’t know) is writing for web sites isn’t like writing a story for English class in high school or even University.

Web Site Copywriting That Sells

Want to write good copy? Copy that sells? Here’s the first rule: throw out most of what you learned in those English classes. And that might be hard for those of you who were A students.

You don’t need complete sentences. You don’t need proper grammar either. Nobody wants to be talked to; they want to be communicated with. And to do that, you have to write like you talk.

But before you write one sentence, if you’re writing for your web site, you’ll need to research keywords, because you need to keep the search engines in mind. And that’s what makes copywriting for websites different from any other copywriting that sells.

So, figure out what people will put into search engines to find your site, and write your copy around those words or phrases. Use those keywords in your headings and subheadings, and use them in your page title too.

What do “they” really want?

Now, think like your clients. Not just for a second either. Really put yourself into their heads. What do they want? What are their fears? Their desires? What makes them angry, sad, happy?

Can you give them what they really want? And can you make them see it? Because if you can find a way to provide their desires, calm their deepest fears, give them what they really want… you’ll succeed. IF (big “if” here) they can find you, and if you then communicate your solution to them in a way that’ll make them see what you want them to see.

Get Their Attention

On average, once someone visits your web site, you have less than ten seconds to convince them to stay long enough to discover your solution. Ten short seconds. Count it out loud. Not very long, is it? So, although you write partially for search engines, you write mostly for your readers.

Their eye is going to go to the top left corner first, and then it’ll probably rest for a second on your heading, and that is where you have to convince them. Your heading really will make or break your website. So, make sure it’s interesting, but be sure it’s relevant too.

Say it in plan English, but say it with just enough flair that it’s shy of cute because, although you know what your heading means, if “they” have to guess, they won’t. They’ll leave instead.

Capture their interest

And the same goes for your main copy. Capture their interest with what you say and how you say it. Use an informal, friendly tone. Keep sentences and paragraphs short, and break long copy up with subheadings, or use bullet points. Keep pages short—optimum is probably around two MS Word pages. Anything longer than that should be broken up into two pages.

Show them why they want it

Remember when we talked about getting into your readers’ head? Part of that is looking for benefits for your readers. Because, your readers are basically selfish. All they care about is “what’s in it for me?”

They don’t care about your product or service. They just want to know how it will make their lives easier, save them time, make them richer, healthier, or sexier. How can you benefit them?

Tell them when to buy

Include at least one call to action somewhere in your page. And try to create a sense of urgency with a time- or quantity-limited offer. If you don’t tell them what to do, they’ll procrastinate making a decision until tomorrow. And too many tomorrow’s means it’s simply forgotten.

Last thing. If possible, use a P.S. to end your web site copy. It’s the second most-read line, after your heading. Use it to summarize your main benefit, and repeat your call to action.

I imagine from this discussion you've probably picked up on the fact that I believe web site copywriting is every bit as important as design. In fact, some may even argue that it's more important. It's not design that the search engines pick up. It's content.

It's not design that gets visitors to stay and find out what you have to say. It's content.

And it's not design that gets visitors coming back to your web site again and again. It's content. And that's why I wonder why web site copywriting isn't compensated as well as design.

Eve Jackson owns Details Small Business Solutions, a company specializing in small business marketing. We'll help you find your target market and develop your competitive advantage, and then we'll help you generate leads with direct response and a small business web site. And then we'll help you with follow up materials.

http://www.detailssbs.com/websiteservices.php

info@detailssbs.com

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