Why Stellar Content is the True Hero of Web Design

In the enchanted realm of web design, designers often find themselves lost in the captivating labyrinth of aesthetics and functionality, leaving a crucial task to linger in the shadows—the creation of content. Unfortunately, this can lead to a web design disaster where content arrives late, disheveled, and lacking the enchantment it deserves.

Let's face it, when it comes to crafting compelling and action-triggering content, clients often find themselves wielding a dull sword. While clients bring many talents to the table, the art of persuasive and informative content creation isn't always in their arsenal.

As a fellow web designer, I've been guilty of nudging my clients towards content creation. In one memorable quest, I employed Google Drive to manage the process, but my client needed more coaching than a squire learning swordplay. The content they produced lacked focus, and I had to declare it unfit for battle. They returned to their drawing board, and our project endured months of delay.

I've often felt like half of my career has been spent waiting for clients to craft content, while the other half involved safeguarding the design from content disasters.

Managing content creation within the web design journey can be as treacherous as navigating a dragon's lair. In this magical scroll, I'll share the wisdom I've gleaned from years of quests and offer you some tips to enhance your own content creation procedures.

The Dance of Design and Content

In the grand ballroom of the web, content takes the center stage as the material that users consume—words, pictures, video, and audio. Design, on the other hand, is the enchanting presentation of that content, shaping how users feel in the moment. They are inseparable partners, yet each holds its own unique role.

A common misconception, both among clients and designers themselves, is the belief that design and content are one and the same. This confusion blurs the lines of responsibility for designers. While most web designers acknowledge that creating video content is not their realm, they may sometimes venture into writing. This is only a problem if they lack the expertise and resources to excel in this fundamental aspect of the project, which is often the case.

Hence, it is vital to give content its rightful place alongside visual design within the web development process.

Building a Bridge Between Form and Function

Architects understand that a building must cater to real-world needs; otherwise, it's just a pretty facade. The same holds true for websites today. The role of a UX designer was conceived to bridge the gap between form and function, connecting aesthetics with usability. However, many projects lack the budget for a dedicated UX designer, leaving this responsibility to the web designer, who may prioritize aesthetics.

Clients seek guidance on what a website can do for them, and their role is to bring business objectives and specialized knowledge—not to craft pages of content.

Can you see the chasm that has opened up? An abyss that swallows content creation whole. We must bring content creation into the web design process, and that means allocating a place for it from the start.

Naturally, this expansion of our quest will come at a greater cost, often met with resistance. Let's explore some strategies to deal with this formidable foe.

When Your Client's Coin Purse is Tight

Clients sometimes view content production as an unnecessary expense. To challenge this mindset, we must highlight the benefits. Professionally written content can:

• Solidify the brand message.
• Save time for both you and the client.
• Enhance the effectiveness of design and the design process.
• Improve the end-user experience.

In essence, professionally crafted content yields a higher return on the overall investment.

Clients may claim they "cannot afford" copywriting because they fail to grasp its potential value. By showcasing the benefits, you can make your offer more compelling. Use the points mentioned earlier to emphasize the importance of good content, not just on the web but in all business communications.

For example, I recently worked with a company whose complex services were challenging to grasp. With the help of a skilled copywriter, we crafted a sitemap that clarified the user's needs and succinctly explained the offerings. This freed me to focus on visual design and technical integrations. Without investing in content production, the end result would have been lackluster.

Strategies to Unite Design and Content

To create a masterpiece of a website that fulfills your client's goals without content-induced headaches, prioritize copywriting. Here are some strategies I've employed to enhance the process:

1. Conduct a Content Workshop with Your Client

Devote a couple of hours to content, enabling you to identify project priorities and instill a sense of its importance within your team. Here's how to run such a session:

• Discuss overarching goals by asking open-ended questions like "What do visitors seek on the homepage? Who finds this content valuable? How will visitors act after reading this page?"
• Steer the discussion away from aesthetics and focus on messaging and the desired emotional impact on users.
• Begin the session with a definition of content and provide examples to guide their understanding.

This workshop not only generates valuable ideas but also emphasizes the separation of design and content. You can even offer it as a standalone service before delving into website design.

2. Partner with a Copywriter Early On

Incorporate a copywriter into your process, merging their service with yours. Rather than itemizing each service separately, treat copywriting as an integral step. In your proposals, include a statement that emphasizes the importance of content strategy:
Note: A robust content strategy is essential for the success of your website redesign. As part of this proposal, we will create content that resonates with your audience and encourages action. We will interview you to understand your goals and integrate them into our content creation process.

If questions arise or the client wishes to omit this step to cut costs, refer back to the benefits of professional content mentioned earlier.

3. Incorporate Real Content Early

Avoid the temptation to start designing with placeholder text (e.g., Lorem Ipsum). Designing with real content, even in the early stages, provides a tangible connection between design and function. It prevents content from becoming an afterthought and ensures its alignment with the design's purpose.

4. Delve into Brand Insights

Clients' missions and values often contain untapped content potential. Dive deep into their brand to unearth valuable insights and content ideas. Ask probing questions like:

• Why do you do what you do?
• How does your product/service enhance your customer's life?
• How do customers describe your brand?
• What sets you apart from competitors?
• Where will this project lead you?

These inquiries prompt clients to think about their brand and customers, translating their responses into useful content and design decisions.

5. Simplify Content Creation for Clients

When clients plan to write their content, streamline the process to prevent content from trickling in sporadically. Offer guidance by:

• Delaying visual design until you have some real content.
• Setting a content delivery deadline.
• Providing content templates and constraints to maintain consistency.
• Creating a designated content producer within the client's team to ensure efficient progress.

By making the content creation process easier for clients, you can avoid content chaos.

Tools to Facilitate the Content Journey

Whether you're curating content yourself, collaborating with a copywriter, or relying on your client, having the right tools and processes in place is crucial. Here's a common approach to streamline content creation:

• Audit the current website to identify content that needs rewriting, deletion, or creation.
• Collaborate with the client and writer to outline a sitemap.
• Create wireframes of key pages, incorporating content layout.
• Involve the client in discussions about content and structure.
• Remember, by engaging clients in content-related discussions and aligning your work with their knowledge and experiences, you can create better web experiences.

Conclusion:

Elevate Content's Role

The best web designers understand that their craft is about composition and user experience, providing the interface to what users seek. In the mesmerizing world of web design, it's easy to be enticed by trends and aesthetics. However, we must realign our focus to serve the core objectives—conveying messages clearly.

The web thirsts for quality content, and it's worth the investment. As designers, we can champion professional copywriting or get lost in aesthetics. I've ventured down both paths and can attest that the former yields superior results, more efficiently, and with fewer headaches."