Photo via Murray McMurray Hatchery
Why would I, a skilled writer, use such an overused idiom like "the chicken and the egg?" Well, it's simple, I have a strong propensity for chickens, especially fancy ones. It's true, check out my fancy chicken board on Pinterest - fabulous! It's also because the question of whether the web designer or the copywriter comes first is not one that has challenged the minds of anyone over time, resulting in a perplexing situational expression, and I find this disconcerting.
If asked, this question would come to a screeching halt because unlike the chicken and the egg, there is a clear answer. The web designer is almost always hired first. But I'd like to challenge the notion that the website should come first. Instead, I'd like to propose that branding would be more effective if people hired a copywriter before the web designer. Not sure whether that makes the copywriter the chicken or the egg. Personally, I like to think we're the chicken - a fancy one of course!
A Bright Red, Empty Barn
I'm not saying this because I think the copywriter is more important than the web designer. It's a symbiotic relationship. Like the chicken and the egg, one can't exist without the other.
If you have a slick looking website that's highly functional with effective images but the copy is crap it's like a big, bright empty barn with no cows....or chickens. And who wants that?
Without a big, red barn or a quality coop, chickens run around aimless and distraught. Good design that functions well is crucial, otherwise the copy has no real home - and no clout. It saddens me when dynamic copy gets put on a website that hasn't been designed professionally. It's not fair to the copy.......just like living in shoddy a barn or no barn at all isn't fair to the chickens. Fancy chickens in particular should have a home that matches their fanciness!
People are drawn to entertaining images and design. You may only be reading this because there is a photo of a fancy chicken on my blog. And I really don't blame you.
Three Reasons The Copywriter Must Come First
1. Since dynamic content is the driving force of online marketing it makes sense to plan it first. Hiring a copywriter to write your content first can help you get abundantly clear on your messaging, resulting in a website that presents a more cohesive and impressionable message.
2. When content is written well but the images and graphics don't match, your company's message loses effectiveness. This is why it's imperative that the web designer and copywriter have a strong communication and work in unison.
3. Hiring a copywriter first can also be helpful because they are usually well connected with web designers and can assist you in finding the right one. I've seen so many business owners get swindled by the wrong web designer. If they would have just hired me first I would have steered them in the right direction. After all, it's of the utmost importance to me that the copy I create have the best home possible.
Like the thrilling encounter of a fancy chicken with vivacious, shiny feathers and a fierce comb, you want an online presence that captivates your target demographic with serious razzle-dazzle. So make sure the copywriter comes first.
Do you agree that the copywriter should come first? Love to hear your thoughts. Please comment below.
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By Sabrina Gaffney
From blogging to bios, freelance website copywriter Sabrina Gaffney, a.k.a the Cagey Copywriter, offers a powerful profusion of web copywriting tips that bring in the moola! Connect on LinkedIn.