There is an ongoing debate over whether web design incorporates content writing or if it is a separate skill. On one hand, many web designers argue that effective website design requires an understanding of content strategy and writing. Others believe content writing should be left to writers and copywriters and is a distinct discipline from web design. As with many topics, the truth lies somewhere in between – while content writing is its own specialty, successful web designers often straddle both roles to some degree.
Web designers have a hand in content
Many argue that good web design cannot be separated from content because websites are built to communicate information through written words in addition to visual design elements. Therefore, the web designer plays an important role in shaping the overall user experience through careful consideration of written content. Even if they don’t draft every word themselves, designers understand how elements like navigation, layout, images and written headlines, summaries and calls-to-action work together to guide site visitors.
As the person planning and creating the overall user flow and interface, the web designer makes informed decisions about how content should be structured and presented. They may work closely with copywriters to craft CTAs, headlines and other written elements that support key user tasks and goals for each page. The designer understands how written copy affects things like scannability and usability. Their involvement in content strategy helps ensure a cohesive experience where visual design and written words seamlessly support each other.
Some designers take on content writing themselves either partially or fully for smaller clients. They may draft basic pages, product descriptions and other text using their understanding of effective web writing principles. While their writing skills may not equal a professional writer’s, getting some content onto the site from the start allows for iterative improvement. And budget or timeline constraints sometimes require web designers to wear multiple hats.
Content writing is its own field
Others believe separating web design and content creation allows each discipline to be handled professionally. Copywriting requires dedicated skills that are distinct from design thinking. Professional writers focus on clear, compelling storytelling suited to the target audience using proper spelling, grammar and tone. They research topics to develop well-sourced, factually accurate content.
Trying to take on both design and extensive writing duties can diminish the quality and effectiveness of either task. Designers understanding user experience and visual priorities may struggle with the narrative, editorial focus required for in-depth content. And writers lacking design training could produce text that doesn’t optimally integrate or communicate within the planned visual structure and interface.
Larger agencies often employ dedicated writers, editors, UX specialists and other content strategy roles to fully flesh out websites or digital campaigns. Subject matter experts and professional copywriters are needed for complex websites conveying technical information, evolving brands or handling sensitive topics. Even basic informational sites benefit from polished text developed by a writing professional.
The lines blur for some designers
The relationship between design and content is more blurred in practice. While full-scale writing remains a separate role, many designers do take on adjunct content-related tasks to some degree:
Information architecture: Determining logical content sections, categorization and site mappings requires understanding not just navigation but how topics relate – a hybrid design/writing task.
Wireframing: Early page schematics consider key copy elements like headline length or how much text fits in a given visual space.
Prototyping: Placing initial versions of headings, buttons, snippets helps testing the flow and user experience before full content development.
Guiding documents: Designers often provide style guides, templates and other documentation to steer professional writers’ style, tone and integration of copy into the planned experience.
Content strategy consultation: Based on their user research and information architecture work, designers advise on high-level topics, goals and messaging for each page.
Limited writing: Simple introductory copy, calls-to-action or product descriptions are reasonable for designers to draft as placeholders or for smaller clients.
So while extensive writing remains specialized, skillful web designers bring content into their process to varying degrees. The most effective collaborate closely with dedicated copywriters and editors. But some baseline understanding and preliminary content involvement helps round out their user experience expertise.
An integrated approach for many clients
For most mid-sized to larger organizations, the ideal approach combines the talents of designers, writers and other content roles. Designers scope content needs and guide strategy based on their user research and planning. Professional copywriters then flesh out blog posts, articles, about pages and other substantive material.
Designers receive handed-off copy to thoughtfully integrate into the planned information structure and interface. Some ongoing collaboration refines headlines, calls-to-action or other elements co-created by designers and writers. Designers may also prototype pages with initial placeholder text before passing to writers.
For very small business websites or solopreneurs with limited budgets, designers can effectively wear both hats – crafting a cohesive navigational framework and user flow along with basic get-started copy. But as sites or content evolve, even these clients likely transition to dedicated writing assistance.
While content creation remains a distinct specialty, web designers benefit from at least a basic understanding of written communication principles to achieve optimal user experiences. Their process often involves some level of preliminary content work or close collaboration that straddles lines between design and writing. But more extensive content development is usually best left to copywriters and editors for quality and focus. By bringing together their respective skills, designers and writers can most successfully craft sites that engage and inform through visuals and words alike.
Andrew Stroud