Web Design versus Content

There is an on going debate about the need for good web copy versus good web design and there are two very different schools of thought. In fact there are probably several different schools of thought but to simplify things here the two main trains of thought are as follows.

1. Web design is less important than content as copy sells.
2. Web design is the most important factor to create a good website.

I would say that both factors are equally as important, for SEO as well and the overall user experience.

If you are hoping that visitors find your website through a search engine then it must have well written, content rich copy. If visitors are finding your site because they are already aware of your brand name SEO factors may be less important and logo, branding and design elements of your site may take priority over content.

Having said that we live in a very visual culture saturated with television, videos, magazines and other daily forms of visual media so we are used to identifying with images. We even communicate visually through signs without words – road signs, door signs, airport signs, etc – signs that cross cultural and language boundaries. Therefore I would say design is extremely important in all areas of our life including the internet.

Remember the saying “a picture is worth a thousand words”? The graphics and design of your website should be used to put your chosen message across to reinforce the needs of your audience. But the design should not be used as a stand-alone statement or become style over substance, it should instead work in conjunction with and enhance your content which after all actually gives the audience the information they require.

Once a visitor arrives at your site you have a few seconds to keep them there or loose them so your website needs to combine appealing design with clear, scannable copy and simple navigation. (Navigation is not the place to get creative, but that’s a whole other post I expect). In fact the internet favours simplicity so good design should also embody simplicity to keep your visitors on your well designed site. It is equally important to make your keywords very visible as when people arrive via a search engine they will automatically scan for the keywords they used to find you in the first place, and this is where the use of headlines and bullet points (as discussed in the last post “Top Tips for Writing Copy for the Web”) comes in.
Headlines can be used effectively with images and extra keywords can be included in heading tags. It is also worth remembering that design isn’t just about appealing graphics it’s about form and that includes the use of text. Your content needs to be sized appropriately and laid out in a manner pleasing to the eye and easy to read. Back again to laying out text similarly to a newspaper with short paragraphs, headlines and images to break up the text.

So my conclusion is that design and content are equally as important and must work together hand in hand to work successfully. You can’t separate the two as the design must facilitate the flow of the well written content and enable people to move effortlessly around your website whilst reinforcing the message of your brand and together they must enhance the overall user experience of your website.