Too many web designers put too much focus on the visual aspects of their designs and neglect the content – leaving it to be ‘filled in’ at a later date.
But if you’re creating an ecommerce website, the content of your site is just as important as the visual design.
Integrated approaches work
Gone are the days when it was accepted practice to design a website and leave blanks for the content. Do this today and you’ll be making a fundamental mistake.
The best website designs work with the content to engage the user and direct them to the information they need. It’s a subtle balance and well-written content can pay dividends in the long-run.
Use your web design to clearly communicate information that is informative, engaging and relevant for the user and you’ll soon see your website’s performance improve.
A delicate balance between copy and web design
Nothing decreases your bounce rate more than drawing users in with an attractive visual design and letting them down with poor quality copy.
When you’re figuring out how to incorporate content into your web design, remember that it’s all about striking a balance.
There’s no point creating good content if it’s visually hard to read or looks uninspiring.
And it’s futile creating an attractive and engaging web design if the content doesn’t keep the reader’s attention.
Just like the visual design, layout and structure of a website, content plays a key role in the user experience. A good user experience will engage the user for a long time, keeping them on your website. Make sure you design your site so that its aesthetics direct your visitors to the information you want them to see.
Edit your copy to fit your web design
So what is the key to creating content that complements your web design?
A professional editor will be able to fine tune your copy so that it works flawlessly with your web design. To do this, they’ll do several things:
- Fix grammar and punctuation
- Remove repetition
- Make the copy easier to scan
- Ensure the right tone of voice is used
- Assess whether the most important information is in the right position
The aim of an ecommerce website is to make sales so it’s important to keep the content focused on the action you want the user to complete – with being overly-salesy.
The key is being informative and subtly guiding the reader towards the product or service they need. Chances are they’re already on your website because they’re looking for something – the web designer and editor’s job is to help them get there.
At BT Marketing Solutions, we have professional web designers and copywriters who’ll work together to get to know your business needs and create an ecommerce website that meets them.
Find out more about what BT can do for your business
Martin Crutchley is a 28 year old tech & marketing blogger from the UK, you can read more daily musings on Twitter @Embers29