When it comes to designing a website, there are several elements that need to be considered, including the layout, colours, graphics, and of course, the content. While many people assume that web design is solely focused on the visual aspects of a website, such as a layout and graphics, the reality is that web design also includes the written content that appears on the website.
Content for a website is not part of the web designer’s role although, some freelance designers provide this service. Typically content is provided by the client as they know the industry better and reformatted by the freelance web designer. Alternatively, it’s written by an externally hired copywriter. Usually, if a website is built through a web agency they will have an in-house copywriter.
In this article, we’ll explore the role of content in web design, and who is responsible for creating the written content for a website.
What is Web Design?
Before we dive into the role of content in web design, let’s first define what web design is. Web design refers to the process of creating and designing a website, from the layout and structure to the graphics and functionality. A web designer is responsible for creating a website that is visually appealing, easy to navigate, and meets the needs of the intended audience.
Web design involves a range of skills and disciplines, including graphic design, user experience (UX) design, and web development. Web designers may work on their own or as part of a team and may specialize in a particular area of web design, such as front-end development or UX design.
What is a copywriter?
A copywriter is a professional writer who creates written content for marketing and advertising purposes. This includes everything from ad copy and product descriptions to email marketing campaigns and website content.
Copywriters are skilled at writing persuasive, engaging content that captures the attention of the target audience and motivates them to take action. They are also experts at tailoring their writing style to suit the needs of different brands and businesses and can write in a variety of tones and styles.
The Role of Content in Web Design
When it comes to web design, content plays a crucial role in the success of a website. Content includes all of the written text that appears on a website, from the main page content to the product descriptions and blog posts. The written content of a website helps to communicate the message of the brand or business and plays a key role in engaging and retaining visitors.
Content is a crucial element of web design, as it helps to create a cohesive and consistent brand message across the website. The written content on a website should be informative, engaging, and relevant to the needs and interests of the target audience.
This means that the content must be well-written and free from errors, as poor-quality content can turn off potential customers and harm the credibility of the business. In a study conducted by Global Lingo, 74% of web users pay attention to the quality of the spelling and grammar on company websites and 59% would actually avoid buying from a company that made obvious spelling or grammar mistakes (RealBussiness)
Who is Responsible for Creating Content for a Website?
Now that we understand the importance of content in web design, let’s explore who is responsible for creating the written content for a website.
Web Designer
In some cases, the web designer may be responsible for creating the content for the website. This is particularly true for freelance web designers who may offer copywriting services as part of their web design package. In this case, the web designer may work with the client to develop the content strategy for the website, and then create the written content to match that strategy.
I have found that recording calls with clients is the best way to get content for the website. Clients know their industry better than a web designer ever would and if asked the right questions clients basically create the content themselves when talking about their business on the call.
Client or Organization
However, in most cases, the responsibility for creating content falls to the business or organization that owns the website. This means that the business or organization is responsible for developing the content strategy for the website, and then creating within their team or outsourcing the written content to professional copywriters.
Outsourced Copywriter
Professional copywriters are trained to write high-quality content that is engaging, informative, and free from errors. They are skilled at creating content that is optimized for search engines, as well as for social media.
Hiring a copywriter can either be done by the client or through the web designer. Both of these methods come with their own pros and cons. If a client chooses to hire a copywriter they have to handle communications with the designer and a copywriter, getting the web designer to handle outsourcing means less work for the client as they only have to communicate with the web designer who will handle working with the copywriter.
Web Agency’s In-house Copywriter
In some cases when the website is created through a web agency, the agency will have many experts in their team including an in-house copywriter that will work with the client to create effective website content, this comes with the benefit of getting all of your website needs in the one location, but usually comes with a higher price tag.
Developing a Content Strategy
Developing a content strategy is an essential part of creating a successful website. A content strategy outlines the goals and objectives of the website, as well as the target audience, the topics and themes that will be covered, and the tone and style of the content.
Check out this guide for creating a strategy and writing your own website content Website Copywriting: A Practical Guide for Engaging Copy
When developing a content strategy, it’s important to consider the needs and interests of the target audience, as well as the goals of the business or organization. This means that the content should be informative and relevant, and should help to establish the business or organization as an authority in their industry or niche.
