Why is writing so important to website engagement? According to Farhad Manjoo’ , readers lack focus.[i] They are constantly skimming for relevant information. If the content is not relevant and well written the reader will bounce. Written content conveys what people are looking for. The design should work like a picture frame and enhance, not hide the content.[ii] Mastering the skill of writing well is essential to being a design communicator. Designers will be called upon to write and write well. [iii]
In order to have relevant content, content strategy must be employed. Content strategy uses the basic principles of user experience design, user research and information architecture. [iv]
Content strategy is the collaboration between information architects, content managers and content strategists to bring to the forefront the importance of editorial planning, voice and tone, detailed guidelines for content creation, details of application behavior and interaction design. It’s a marriage between information architects who care about editorial concerns and content strategists who care about structure and data.[v]
Another example of good content strategy is the use of anchor text in links. Anchor text is the visible characters and words that hyperlinks display when linking to another document or location on the web. This is an opportunity to use descriptive text relevant to the content versus “click here”. [vi]
Although the thought of writing may be daunting for some designers, Tim Lapettino’s article, “10 Strategies to Help Designers Conquer a Fear of Writing.”, outlines the following to help with creating and working with written content:
- Just read it.
- Respecting design means respecting the words.
- Change how you think about text.
- Identify the writer’s intentions and the goals of the piece.
- Dissect the style.
- Give design feedback that helps the writer.
- Remind others that copy isn’t an afterthought.
- Don’t be intimidated by the act of writing.
- Keep reading.
- Practice. Then practice again.[vii]
[i] Manjoo, Farhad (2013) You Won’t Finish This Article. Retrieved from http://www.slate.com/articles/technology/technology/2013/06/how_people_read_online_why_you_won_t_finish_this_article.html
[ii] Connolly, Jim (2013) Content Marketing: Is your design killing your content? Retrieved from http://jimsmarketingblog.com/2013/09/14/content-marketing-design-killing-content/
[iii] Busse, Mark (2012) If you don’t think you need to write good, then you’s an idiot. Retrieved from http://designedgecanada.com/blogs/if-you-dont-think-you-need-to-write-good-then-yous-an-idiot/
[iv] McGrane, Karen (2013) Karen McGrane on the future of content strategy. Retrieved from http://www.creativebloq.com/web-design/karen-mcgrane-9134445
[v] Bloomstein, Margot (2013) Incorporating Content Strategy into Your Information Architecture. Retrieved from http://www.uie.com/articles/info_architecture/
[vi] anthony (2012) Why Your Links Should Never Say “Click Here” Retrieved from http://uxmovement.com/content/why-your-links-should-never-say-click-here/
[vii] Lapettino, Tim (2013) 10 Strategies to Help Designers Conquer a Fear of Writing. Retrieved from http://www.howdesign.com/design-career/on-the-job/conquer-writing-fears/