Why copywriting shouldn’t be an afterthought
A woman reached out to me last year after she’d already hired a web designer.
She was happy with some of the visuals, but the project had stalled because she realized the designer was expecting her to supply the copy, and she didn’t want to take on the role of copywriter.
“Can I just hire you to write the copy?” she asked.
I had to say no. Because copywriting isn’t something you tack on at the end of a design project. The words should be the foundation for the design, not the garnish on top.
A great design gets attention. But it’s the words that show you understand what your people need and that you’re the right person to deliver it.
The usual way
Most designers do everything a la carte. They’ll quote one price for a logo. A brand identity is another package. The website design and sometimes even the development are a separate fee.
And then they’ll ask you to provide the copy.
That means you’re either writing it yourself, even though you’re not a copywriter. Or you’re scrambling to find a copywriter and then asking a designer to shoe-horn copy into their design.
This is why so many websites don’t work.
What’s actually possible
A client recently emailed me: “A prospective client told me she was reading my website and all the language really spoke to her and she was thinking ‘yes, girl!’”
When the copy and design are built together from the start, it makes your ideal clients nod along and think: “Holy shit, that’s me.”
That’s what happens when the words aren’t an afterthought.
The better way
I start every project with a 90-minute Branding Roadmap. It’s a focused conversation where we get into your expertise, what sets you apart, and how to talk about it in the language your ideal clients want to hear.
Then I write the copy alongside the design, so they inform each other. The content shapes the layout, and the design elevates the words.
I take care of everything, so you don’t need to worry about the copy. And you don’t need to coordinate between two different people who’ve never worked together before.
The real payoff is a website that connects with the right people and makes them think, “I need to work with her.”
Goodies Just For You
WHAT I’M THINKING ABOUT: My son and I recently finished the final season of FX’s Snowfall. I don’t know why no one is talking about this show. It’s a breaking bad story, but with a Black family in 1980s South Central at its center. I was really sorry when it ended and I’m going to miss the characters. But it thankfully had a thoughtful ending that felt right.
WHAT I’M MAKING: I just got this adorable new rice cooker (the blue one) after finally deciding to retire the rice cooker I got as a wedding gift 25 years ago!! So then I needed a dish that requires rice. Enter this Creamy Chicken Curry. It’s quick, delicious, and mild enough to be kid-friendly. It’s a great weeknight option.
WHO I’M ADMIRING: MV Braverman is an email deliverability expert. She also specializes in setting up high-trust email welcome sequences and customer journeys. If you have any questions about your email tech or deliverability, check her out. We had a call a couple weeks ago and she gave me a couple of great tips! And ask her about her Power Hour.
