What are the elements of a successful web design, landing page, or product launch? Your web developer knows but are you listening?
Imagine purchasing a picture book for your four year old entitled, “Pirate Adventures on the High Seas!”
Of course you’re expecting a story about swashbuckling, stealing treasure, and large ships.
But when you sit down together to read it, all the pictures are of long necked brontosauruses eating vegetation from the tops of green leafy trees.
If this happened in real life you’d take the book back to the bookstore (my age is showing) or ask for a refund from Amazon.
You could be confusing and losing prospects if the design and layout of your website isn’t telling the same story as your copy, that is, if your content isn’t cohesive.
What is content anyway?
In short, content is everything on the website. It’s all of the design elements, the layout, and the words.
Content tells the story of your product, your company, and your brand.
How It All Fits Together
Picture books are wonderful because they enhance the words on the page and give a portal through which the imagination can enter. For young children it gives them the ability to name all the elements in their world.
For adults, having pictures and pleasing design features speeds up the story, and the digital age is all about making information that is easily consumed.
On a webpage you don’t have time to develop the storyline the way you would with a novel. The story has to be immediate, but a picture without a frame of reference is not a story it’s a photo album.
Web developers know that good copy will enhance the ebb and flow of the design and will make the website more effective.
But it isn’t their job to require that you write good copy for them to work with, that’s your job.
A web developer may suggest to you that you could use the services of a professional copywriter, but they won’t demand that you do it.
If you give the homepage copy to your assistant to write and there’s no opt-in, strong call to action, or it isn’t optimized for the search engines, it isn’t the fault of the web developer.
Words can make princesses sprout wings and words can help you sell your product, tell people what to do now, or to “click here.”
What do you think?