Copywriting and design are both vital for your brand website. But knowing which one to start with can get tricky.
And this makes you ask not-so-silent questions like:
“Should design or copy come first?”
“What is more important: website copy or the design?”
“Is copywriting more important than design?”
So, to answer your questions (and some) without any bias, I have invited my friend, a website design and branding expert, to lay it all out for you.
In this expert interview, Vanesse Mngomezulu of Clarity Dive will talk about what’s more important—whether it’s website copywriting versus design—and how they can affect the flow and conversions of your website.
Introduction: Meet Vanesse
Hi Vanesse! Please introduce yourself. Who are you, and what do you do?
I am a brand strategist and website designer for female homebodies.
I love helping people create a brand that allows them to show up on their own terms and in a way that feels good for them and their audience.
Her target client & expertise
Who is your target client, and what fascinates you about working with them?
Introverted female entrepreneurs.
As an introvert myself, I help my ideal clients overcome this inner question of, “Is it okay for me to be myself?”
Several times, introverted females believe they have to change who they are or amplify their voices to feel seen or become successful. I want to change that because I genuinely believe we can succeed by being ourselves.
I understand introverts well and can hear what they’re not saying because I’m just like them.
When I started my website design business, the people I went to for mentorship/coaching didn’t quite understand my personality or how I felt about certain things in my business. This affected me from the get-go—how I showed up, how I related with others, and the strategies I used.
So, I’ve made it my mission to help others build brands they feel confident about and that allows them to be themselves—without having to be “louder” to be visible.
What’s more important—website copy or design?
A lot of times people ask, “What’s more important—website copy or website design?” What do you have to say about this?
My first instinct would be to say copywriting actually comes first.
The reason I say so is because when I work with clients on website design projects, I don’t think the outcome is nice when they DIY their copy without any solid reference.
It’s better to build the design around your message. Nobody wants a pretty website that doesn’t convert.
The thing is: when you’re an expert at something, the way you talk about your ideal clients’ problems most times is not the same way they talk about their problems. So, when there’s no professionally written copy or, at least, a “guided” DIY copy template, anybody can notice the disconnect.
It’s like going to the hospital for a diagnosis, and the doctor uses medical terms to explain your situation. Since you know nothing about the medical field, you will only “have an idea” of what the doctor is saying.
And your target clients should not just have an idea of who you are. They should clearly understand what it is you do and how you can help them—and for this, you need copy.
But while copy comes first, I also believe design is equally important because sometimes you’ll find business websites with good website copy but poor design.
If your website design is not appealing or easy to navigate, then, people won’t be able to read your copy. And if they don’t read it, how can they convert into hot leads, subscribers, or even clients?
But, once you have their attention with a beautiful design, they will find it easy to go through your copy.
I would say they work together. But, as a designer, I like it when my clients go to a copywriter first. Or work with both of us simultaneously.
Do buzzwords fit into website copy?
Like your medical analogy, many entrepreneurs use industry buzzwords their target clients might not understand. Do you think this comes from the need to look cool?
I think sometimes it is just because entrepreneurs want to be seen as part of a “niche.” So, they use the terms they think will make them visible in their industry.
I had a phase as a newbie designer where I kept looking at other designers’ copy. I wanted people to see me as a website designer too, but I wasn’t quite sure what terms I could use to showcase myself. So, if the other designers used certain terms, I would use the same (or similar) words because I thought they made me appeal to my target clients.
Now, I know better. LOL.
Most times, using industry buzzwords just makes it harder for your ideal client—who isn’t an expert in what you do—to understand what it is you’re saying. So, make your copy clear.
Website design challenges
When designing small business websites, what are some of the things that pose challenges to you?
Number one is website copy.
Like I said earlier, I like it when my clients have their copy already done before they come to me. Another option is if their copywriter and I can work simultaneously.
Number two is brand clarity.
I had to stop offering website design as a standalone service because of this reason. Sometimes, business owners come to me with a blank canvas. They don’t have clarity about what they’re trying to build, how many pages of websites they want, or who they’re trying to reach.
One time, this led me to scope creep. I was supposed to create 5 website pages, but by the end of the project, I had done like 19 pages. And that was when I decided that brand strategy should be a prerequisite offer, except the client already had that before coming to me.
Also, still on brand clarity:
I struggle when clients come to me with a brand message that is too vague. For instance, “helping you get unstuck” will mean different things to a business coach, a fitness coach, and a mindset coach.
Can you further expand on what you mean by “helping you get unstuck” and how your audience can align with this?
So, you need clarity on what you want your website to communicate. This means: knowing who you’re talking to (aka your ideal clients), having brand messaging clarity, and knowing your mission.
Number three, images.
The client doesn’t have to have an elaborate photo shoot if it’s not in their budget. It can be something they DIY. But it’s important to take on-brand photos so they can work with the website design.
So, yeah. Some of the things that pose challenges during a website design project are:
- Brand clarity
- Website copy
- Brand photos.
Brand strategy vs. website design
What’s your concept of “brand strategy?” How does it differ from “brand design” and website design?”
Brand design is focused on your visual design elements, such as your color palettes, fonts, mood boards, and logos.
Brand strategy, on the other hand, is about positioning yourself as a thought leader. This is the thing that will make you stand out, such as your brand personality, voice, messaging strategy, and how well you know your ideal clients. Brand design is embedded here too.
For instance, the other day, I read through a carousel and didn’t even need to check who posted it because I already knew who. This is the power of brand strategy.
Now, with AI everywhere, it’s so easy to tell ChatGPT to analyze the profile and website of somebody and get their color palette and font. So, with brand design, it is easy for anyone to copy what your brand looks like. But, brand design is harder to copy because it’s deeply connected to your personality, values, and essence.
And when it comes to website design, it’s meant to be an expression of your brand. To give a sense of who you are. Like the way you walk into a house, and the interior design gives you a warm, calm, or fun vibe.
But website design starts with brand strategy and design. Specifically, brand strategy. As a copywriter, it’s the same for you. That’s why you do client interviews and create brand messaging guides.
Brand strategy is vital, and without it, your website might end up looking like every other brand out there.
Remember the phase with neutral tones?
Say, beige websites. They were all the rage back then. But anybody can build beige-themed websites and social accounts. That’s why brand visuals shouldn’t be ALL you do.
Anyone can copy a brand style, but not the person behind the brand—and that’s where brand strategy comes into play.
What should come first: brand strategy, copy, or design?
So when launching a brand, entrepreneurs should start with brand strategy. Right?
Yes. Brand strategy.
Whether you’re new or established, it’s what will give you clarity about your brand and the direction you want to go.
BRAND STRATEGY -> WEBSITE COPYWRITING -> WEBSITE DESIGN
When you look at successful brands, you’ll see that they have crystal clear clarity about where they are going, who they are, and who they’re helping. They have this clear roadmap and are not concerned about mimicking other people or about others who are copying them.
So, it’s essential to find what I’ll call the north star of your brand—that is, your brand strategy.
Clarity Dive’s website design process
What is the key part of what makes your website design process special?
The soul-searching part of design.
That is, sitting with the client and helping them understand how their purpose in life connects with their business and how that makes them different.
You know how most corporations focus on demographics?
It’s not a comprehensive research process at all. As a solopreneur, I go beyond that to focus on who my clients are and how they want to show up in a way that feels good to them.
Advice for business owners about to launch their sites
What one piece of advice do you have for a passion-driven business owner who is about to launch their website?
Think of your first brand or website as a first draft.
A lot of times, people overthink things. “It has to be perfect” is what they keep saying until they get to that point where perfectionism paralyzes them.
So, think of your website as a first draft. Not something as set as a stone. Your brand and website get to change as you grow.
Don’t chase perfection. Just put something that is “good enough” out there. See how people respond to it, and give yourself permission to shift, change, and evolve.
And…that’s a wrap!
In summary, Vanesse and I agree that website copy can’t be without design. Their relationship is as tight as Bonnie and Clyde’s, Romeo and Juliet’s, and yeah, bread and butter’s.
However, it’s important to start with the messaging part of your website process before moving into design. Copy first, design second. You don’t want to fit your conversion copy into already-defined sections that may allow you to cut off essential parts of your message. Instead, your website design should uplift your copy.
Even if you’re using a website design template, it’s still vital to write your copy first.
You can swipe my free templates to write copy for every page of your website.
And if you’d rather work with a website copywriter to bring your dream brand to life, I’d love to work with you. Tell me about your project; I’m all ears.
Enjoyed all the juicy insights Vanesse shared in this interview? Connect with her: website and Instagram.
