Website design, SEO, and copywriting are three crucial components of a successful online presence. While these elements are often treated as separate disciplines, they are deeply interconnected. The relationship between them, particularly the question of which should come first in the website development process, has been a subject of debate among digital professionals. This article examines the interplay between website design, SEO, and copywriting, focusing on the argument that copywriting should precede design, and how an SEO-first approach to content creation can lead to more effective websites for American businesses seeking to improve their online visibility and conversion rates.
The Copy-First Approach
According to experienced website copywriter Jenny Lucas, website copywriting should always come before website design. Lucas, who has been writing SEO-optimized websites since 2011, explains that when the website design comes first, copy is often treated as an afterthought. This approach frequently results in situations where business owners realize they don't have their copy ready when the website is almost complete, causing panic and delays.
Writing SEO-optimized copy to fill a ready-made design template can be challenging, to the extent that some copywriters refuse to work this way. Lucas notes that having copy in advance allows the web designer to create a design that supports and complements the message, making it easier for visitors to understand. Additionally, web copywriters excel at defining a website's message by asking questions and getting to the root of what a business wants to communicate.
From a user experience perspective, starting with copy makes a website more user-focused from the outset. Copywriters conduct extensive research into ideal customers, considering what they know, value, and need. This audience-centric approach ensures that the design guides visitors seamlessly through the site, providing the best possible user experience.
Lucas emphasizes that in an ideal world, web designers and copywriters work together, but the design should always be led by the copy rather than the other way around. This approach ensures that the visual elements of the site enhance rather than constrain the message, resulting in a more effective communication tool.
The experience of Jenny Lucas, who has both designed and written websites, provides unique insight into this process. She notes that she has written website copy completely from scratch when all she had to work with was a blank screen, and she has also written copy for websites that had already been designed, with Lorem ipsum placeholder copy filling the spaces where her words were going to go. From experience, she can tell you that writing SEO-optimized copy to fill in a ready-made design template can be an absolute nightmare.
SEO Integration in Website Copywriting
Search engine optimization (SEO) is a critical component of modern website copywriting. As Flux Academy notes, incorporating SEO into the copywriting process increases the value of work and adds a competitive advantage. SEO involves two basic parts: researching relevant keywords that the target audience is searching for, and incorporating those keywords into the website copy.
Websites optimized for specific keywords are more likely to rank higher in search results, leading to increased organic traffic. This is particularly important because most users only click on the first few results when searching for topics on search engines like Google. Therefore, a website that's optimized for SEO is going to get a lot more organic traffic from search engines compared to a competitor website that wasn't created with SEO in mind.
Thrive Agency emphasizes that their SEO-focused approach to website copywriting includes researching relevant keywords and naturally integrating them into copy to enhance search visibility. Similarly, Get A Copywriter explains that their SEO experts build a strategy to help clients outrank competitors through keyword research and optimizing web copy for search intent.
The process of SEO copywriting begins with identifying high-value keyword opportunities that will attract the right audience. Businesses need to focus on the most competitive keywords in their niche while ensuring the content speaks directly to their target audience. This strategic approach helps drive both engagement and sales, as Get A Copywriter's team has observed through their client work.
Incorporating SEO into the copywriting process isn't as difficult as it might seem. In fact, there are two basic parts to it. The first is researching relevant keywords that your target audience is already searching for. And the second part is incorporating those keywords into the website copy you write.
The Synergy Between Copy and Design
When copy precedes design, the message can guide the design process. Web designers can create visual elements that support and enhance the messaging, rather than trying to force content into predetermined spaces. This approach results in a more cohesive and effective website where design and content work together harmoniously.
HelloCo Creative notes that copy drives conversion, which improves the ROI on design services. While a stunning design can grab attention, it won't hold that attention or convert visitors into customers unless the copy is effective. This synergy between design and copy creates a more engaging and persuasive user experience.
The visual approach to copywriting, as practiced by Jenny Lucas, involves using wireframes and formatting techniques to lay out copy so it's easy to read and for web designers to work with. This collaborative approach helps ensure that the copy and design work together effectively from the beginning, rather than forcing the