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Currently, I’m working on a bit of an SEO copywriting manifesto (which starts with “SEO is not a Band-Aid: My optimized copy cannot fix your crappy site.”), and thought I would share another similar rant…
Design in a void doesn’t work.
With one or two rare exceptions, I have had the good fortune to collaborate with very talented designers, who care about user experience and consider the message when creating a website design. But this isn’t always the case.
I’m sure you’ve seen a few of these “design in a void” sites yourself. The ones that look like the content is an afterthought. (Because it was.) Or, the oh-so-sexy site that has a set height and width, forcing you to click “next” to get more information. Or the Flash beginning that has little to do with a company’s business objectives. Unless you are selling Flash design or creativity, it’s usually not necessary. (And, when you have to add “Skip intro” at what point does commonsense kick in?)
In no other advertising medium is this design über alles approach acceptable. Would an agency hire actors before developing a television commercial? Would a print ad be created without consideration for the copy? Never.
So, why does it happen on the Web? I'm not sure. If you've got any ideas, I'm all ears.
Let me share a story. Not so long ago, a client (who shall remain nameless) hired me to write optimized copy. We all seemed to be on the same page. I delivered what I felt was not just good optimized copy, but great marketing copy. It was tightly written and not overly long, running about 200-250 words per page. Later, I found out that the design had been created first and the space allotted to content was approximately 50 words in a rather smallish font. I was livid. I also won't be working with this company again.
Perhaps you're thinking this is just sour grapes on my part. Sure, I’m no different from any other copywriter. It’s hard to see something that you’ve laboured over be chopped.
But at the end of the day, what matters is this: Is it better for the site visitor? Does the copy flow more naturally? Read better?
In my case, it wasn’t better for the consumer at all. The copy sounded odd and basic product information disappeared and, visually, it was hard to read.
Back to my main point… Website design is a group effort, not the domain of one department.
If you’re thinking of redoing your site consider these points:
- What are your business objectives?
- How can the content and design work together to provide a better user experience?
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three comments:
Designers are designers and copywriters are copywriters! Ne’er the twain shall meet…
This sort of thing happens to me, too, unless I get everyone on the project talking to each other. If you can’t get negotiate something that everyone is happy with, it’s a case of saying that the SEO won’t work unless the content is present in the form you’ve written it. Search engine rules are like death and taxes, sometimes unpleasant, but you have to put up with them!
David
David Rosam () (URL) - 12.12.07
Death, taxes and search engines… never thought of it that way, but you’re right! Teams must work together and everyone be onside with the objective of delivering a compelling message in a compelling format.Perhaps it is a “ne’er the twain shall meet” situation, but I’m perplexed as to why it happens in the first place. As you say, communication is critical. But, do some companies get seduced by the visual so much that the content is forgotten? I don’t know.
Thanks for your thoughts, David!
Charlotte () (URL) - 12.12.07
The ‘ne’re the twain shall meet’ remark was a rather clumsy way of saying that I really don’t think my experiences on the Web are any worse than those when I worked in dead-tree advertising and publishing.It’s a dichotomy that’s always been there, one that we have to work around in as professional way as possible. But we do have a stick to get everyone in line with
David Rosam () (URL) - 12.12.07