Putting pen to paper is a lot of pressure, and it’s even worse when you have a looming deadline over your head. Unlike writing copy for ads, website projects require far more planning. Here, the genius “bar napkin sketches” won’t get you very far at all—website copywriters have to continually show their work to clients and align their vision with their design and development teams.
It might sound counterintuitive—how do you communicate the copy that’s already doing its own communicating?—but in a website project, your copy risks getting lost in translation once it goes through design and development. If there’s a specific action or effect you want your copy to trigger, it’s important to give specific instructions to those who need to visualize your copy, including clients and colleagues.
Before you start crafting punchy headlines and CTAs, it’s important to perfect your website’s user journey and ensure it conveys the key narrative you want. This includes laying out the main pages and subpages of your website, breaking down the page-by-page sections to ensure your messaging will funnel into desired actions, and adding some more stylized sections to capture any specific visual accompaniments you had in mind for your copy.
Learn how to best label and organize your copy deck with a Template Guide that explains all the elements of the copy structure.
Our Framework comes with a pre-built homepage, main page, subpage, and a blank “sandbox” page for all your loose ideas and archived copy.
Bring in an extra visual dimension with templated tables, carousels, and accordions—just copy and paste the ones you want from the Drag-and-Drop page.
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300-420 North Service Road East
Oakville, ON 🇨🇦 Canada
L6H 5R2
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