Hi friends ๐๐ป
This week, a quick tip about making website copy writing more manageable! This is the latest iteration of the approach I use with my clients, and I love the clarity it brings to a website refresh project.
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When drafting website content, focus on what you want to communicate first
This advice feels obvious, right?
Of course you would focus on the core message you want to communicate.
But you would be surprised how often we get hung up on how the page is going to look, what images will go where, or what styles will be used.
Most of my work involves refreshing and rebuilding nonprofit websites, and refreshing content is a big part of these projects.
When I task a client with providing updated copy for a webpage, this is the most important instruction I give them:
Don't worry about images and layout yet. Just give me the text.
The rules get even more specific. That document with the new copy is only allowed to include:
- One page heading (heading level 1)
- Sub-headings (heading level 2, and 3 if you need another level)
- Paragraph text.
- Lists (bullet or numbered)
- Links
- Quotes
What about images, you ask?
If there is a specific image that you want to include that is critical to the communicating the message on that page, add a placeholder and link to the image file.
Read this text-only version out loud. Read it to a friend or co-worker.
- Is it clear?
- Are there parts that are repetitive?
- Should some of it live on a different page?
- Are there parts that need more explanation, or where a graphic or video would really help explain a difficult concept?
- What is the user supposed to do next?
Note: This stripped-down version of a page is actually very similar to the screenreader experience we test for when assessing web accessibility on a page.
What are the benefits of enforcing this minimalist approach to web copy as a starting point?
- We make sure the message and calls to action are clear
- We make sure the page has good semantic structure (the headings are nested in a way that makes sense)
- We don't get distracted by layout and styles, which makes finalizing copy much faster
- And surprise, surprise: you run into fewer accessibility issues because at least the page structure was screenreader friendly before the design was applied.
After approving the copy, we can apply the website's design system to the page, determining which section styles to use, when to use text links vs. buttons, which sections could use an illustration or photo to balance out the text, etc.
If you've struggled with re-writing webpage copy, hit reply and let me know if you think this approach would help!
Until next time โจ
โ Ed Harris (your digital strategy guide)
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