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Curating Copywriting in a Contemporary Context

With the prevalence of more modern and minimalist website designs prevailing within many industries; where and how does copywriting fit into these designs? Instead of compromising the design vision by forcing text and copy upon it, there are clever and creative ways with which to incorporate the words your website needs to convert visitors into customers.

The Words We Need
While pictures can convey information (they say a picture says a thousand words); they cannot however by read by all bots. This means that when the likes of Google scans your website to determine what content it contains and how to rank it, it relies on text and words to be able to read this content. That is why for images best practice dictates that we add alt text to them so that they can be read and understood by search engines. Websites also need words to provide each page with a meta title and meta description. These provide those searching online with a snippet of information about these pages on the SERP (search engine results page) as well as contributing to a positive SEO score. As you can see, this use of this copywriting relates to the backend of your website.

The Words We Use
The frontend of your website is where visitors interact with your content and browse your wares for sale etc. In almost all situations, words will be needed to explain and describe what you do and / or what you are selling. While images are crucial in doing these things too, they cannot for example convey the exact sizing and full measurements of a product nor can they always explain the context of what is depicted in an image. Fitting these words into a modern and minimalist design requires a creative approach. Consider placing text in less expected positions and perhaps even within tabs or lightboxes to maintain a clean and neat interface. If one or two words can distil the essence of an image or a product, consider leaving them to adorn the page to add a binding gravitas to the composition; while the longer form text is easily discoverable within the confines of the overall design.

The Words That Work
When we talk of words, we do so in the context of where they are applicable. So when talking about a ‘Contact Us’ page, the copywriting that adorns this page will relate to directions, ways to get in touch and opening hours etc. When factoring in words to describe products for example, it makes sense to use words and phrases that display the attractive attributes of products, portray their usage in a real life setting and weave in a call-to action. When required to fit within a minimalist design, these qualities can be presented in small and snappy sentences each: ‘This classic dining table is made from solid oak. It can extend to accommodate four more dining guests. Perfect for both family meals and larger gatherings of friends and family’.

When working with words within a modern and minimalist website design; one must consider their approach, use the words that matter and still cater to SEO best practices. Rather than this being an overt challenge, it can actually draw out the creativity within copywriting by thinking outside the box.