Should web designers write website copy?


As a copywriter who has worked with many web designers, I’ve found that there are many different opinions surrounding who should be responsible for writing the copy for newly designed web pages. From my experience, some of the choices are made by the designers’ clients, who prefer to write their own copy. Often, those clients are not aware that their web designers offer this as an additional service – and many designers don’t get involved in the writing side of things anyway.

I think it’s an interesting topic - should web designers take on the task of writing copy for their clients’ websites? What are the benefits, and what are the alternatives?

Web designers are experts in what they do – they have an eye for detail, crafting visually appealing and user-friendly websites that not only look stunning but also function seamlessly. But what about the written content? Does that – should that fall under the designer’s realm?

Written content and website design should work together

Because the designer understands the principles of website design, they’re also able to visualise where and how the written content should fit in order to align harmoniously with the overall aesthetic of the page.

Part of the designer’s job is that of a storyteller through their design. They understand how to evoke emotions and convey messages through imagery and layout. This storytelling ability seamlessly extends to writing copy, as designers can leverage their narrative skills to craft compelling and engaging content.

By writing copy themselves, designers can ensure that the written content reflects the brand's voice and tone consistently. This alignment between design and copy strengthens brand identity and fosters a sense of trust and familiarity with users.

Designers aren’t writers

However, there are also valid arguments against web designers writing copy for websites. Writing compelling and effective copy requires a distinct skill set that not all designers possess. While designers may excel at visual storytelling, they often lack the skills and creativity required to craft persuasive and engaging written content.

Some of the designers that I write for hire me for exactly that reason – they either can’t or don’t want to involve themselves in writing content. Website design in itself is quite involved, and adding content writing into the mix is a step too far.

Is collaboration the best answer?

From conversations I’ve had with my web design clients, unless their clients specifically ask about content creation, they don’t mention it, instead assuming that the client has got it covered.

Perhaps though, there are benefits in web designers collaborating with content copywriters, and offering the complete service to their clients as an additional option. After all, the most beautifully designed website can fall flat if the content is badly written – and can be off-putting for the person reading it.

If a designer can offer the complete package – web design and written content – then it could set them apart from their peers who simply can’t offer it. And from the client’s perspective, they’re getting a solution that will save them time and money in the long run.

A good copywriter will be able to offer:

·        Expertise in Language and Persuasion

·        Enhanced SEO Performance

·        Consistent Brand Voice

·        Improved Conversion Rates

·        Time and Resource Efficiency

·        Fresh Perspectives and Creativity

If you’re a web designer, I’d love to hear your opinions on this. Do you offer to write the content as part of your service? Or is it something you’re simply not asked about? Would you consider collaboration?