Your freelance copywriter should be able to give you more than just words when writing your website.
As far as I know, when most website copywriters deliver words to their clients, they usually send a Word doc full of text – and that's about it.
That's certainly the impression I get from my own clients when they bring me in to tidy up work that other freelance copywriters have done.
In some cases, your web copywriter might also give you a rough sketch of their ideas and maybe a bit of a suggestion about what should go where.
But in terms of how the page might actually look, you're pretty much on your own.
That's because many copywriters are completely removed from the design process and feel uneasy about stepping on someone's toes.
However, in many cases, copywriters are in a better position than anyone to contemplate the reader journey and explain how this could work on a page. Wireframes offer a simple solution – and they are easy enough for anyone to use.
Understanding what a wireframe is – and isn't
A wireframe is a basic visual representation of how a webpage should look. There are multiple online tools that help you create one.
Here's an example:
As you'll see, it looks a bit like a basic webpage. That's the idea – it's something to take to your designer, along with the message, "This is what my copywriter had in mind."
To create one, you simply add 'blocks' that can be dragged and dropped from a list of premade website sections ('about', 'products', 'features', 'testimonials' etc).
If your copywriter truly believes in the power of their words to guide people from one bit of copy to the next, they are better positioned than anyone to give you a wireframe.
But most don't. They're just not wired that way.
When your copywriter gives you a wireframe, it's a great starting point for the design process. Wireframes aren't meant to anchor your designer to a specific look or feel, and they should be flexible. But they give everyone a solid place from which to begin.
Why I deliver wireframes as standard
When you hire me as your freelance copywriter, in most cases I will send you something that turns a block of written text into something much more powerful when I file your copy.
I'll work out what needs to go where, how many words need to go in each element/box, and deliver everything as a whole package – wireframe included. I do this in most cases, though not when a client has already been through the wireframing process with a designer.
Confused? I bet! That's because there's no hard and fast rule about who does the wireframing. Or, indeed, whether to hire a copywriter or designer first.
When you're managing a website project – as most business owners or marketing managers end up doing – you basically have two choices.
You hire a designer first and get them to wireframe your website. You then show this to your copywriter and ask them to provide copy that fits (this is the default option).
Alternatively, you ask your copywriter to write the copy and provide a wireframe for the designer to work with (my preferred option).
If your copywriter has worked in websites long enough, it's my belief that they are in a better position to wireframe than your designer.
Unfortunately, there's a third option that often happens, and this is – in my opinion – the worst choice. In such instances, a business owner or marketing manager will ask a copywriter to write some web copy, and then they'll take that to a designer – with no thought yet given to a wireframe.
What then happens in many cases is that your designer has a cursory look at the copy, largely ignores it – and creates a beautiful website. And guess what? None of the copy fits. All of the intent behind what your copywriter had planned out is lost.
Why an experienced copywriter should lead the wireframing
I can't speak for everyone, but many copywriters have a long background in websites and printed marketing material. They should, therefore, understand flow and hierarchy – i.e. what works best where, and how big it should be.
Over the past two decades, I've briefed designers numerous times about how best to make a page or a website 'work'. Sketching things out is in my blood.
Are designers receptive to this? In most cases, yes. When I wireframe a website and it has been approved by a client, designers are usually happy to get on board.
This massively reduces friction and saves time.
Here's the $64,000 question: who knows more about selling a product and creating a clear, logical reader journey – your designer or your copywriter?
I'd say it's your copywriter.
So that's why I believe your copywriter should create your website's wireframe.
What can a good website wireframe do?
A well thought-out wireframe created by your copywriter can:
Show the hierarchy of different elements on the page.
Suggest ways in which blocks of copy can be illustrated for maximum effect.
Present a logical order to proceedings so that the UX is as seamless as possible.
Stop designers getting carried away with 'nice' but utterly wrong designs that do you no favours.
Stop your copywriter from getting carried away writing copy that is too long (some copywriters will give you far too much copy, convinced that if it is rammed with keywords, they have done a great job).
Demonstrate the best places to put your CTAs.
In short, it can put you in a much better place to get your project off to a flying start.
Want to see some examples? Drop me a line.
Written by Mike Peake, UK freelance copywriter and website content writer.
T: +44 (0)208 133 4306
P.S. Check out my freelance copywriting rates analysis for 2024.