One camp says that clients need to have all of their content prepped and ready to go before design on a Web site even begins. The other camp says this view is not realistic, content is always behind, and clients often need the design to inspire them to update their content.
So which view is right? I actually think that both sides are right. But I think the question is misdirected. The real question is: how do we make content more important, earlier in the Web site design and development process?
Here’s something every Web design and development firm knows: Content is often the responsibility of the client, it’s often delayed, and it’s the most common reason for delayed launches. A List Apart has a whole section on their site devoted to content strategy. I love Bronwyn Jones’ article on how good design is not possible without good writing. And I think Erin Kissane is on to something when she discusses content templates (not design templates) as a way to help subject matter experts put their knowledge down on paper.
Here is what I have learned about content, the importance of content to design, and coaxing good content out of clients:
- It is NOT realistic to expect that all content will be ready and done before design begins. It’s never going to happen, period, end of story.
- Putting lorem ipsum text on designs may be easy, but it doesn’t give the client a feel for how their content will fit into the design. It’s better to use real content, no matter how dry, in the design comps. Just as some homebuyers can see beyond the blank walls and rooms, others need a home to be staged before they consider buying it.
- Even if the client doesn’t have budget for a copywriter or editor, include a few hours of copywriting in your design budget so that the text used on the designs is punchy and has clear calls to action. Good copy will inspire clients when they work on the content themselves and will encourage them to bring in assistance. (And outside help almost always moves the process along.)
- Designers must design all content elements that will be used throughout the site and include them in the designs. This inspires clients to make their content interesting because they’ll aspire to the designs we present.
- We must include content discussions and reviews during the entire user experience (UX) process (content inventory, navigation development, wireframes, design). Just as we get together to review designs, we must look at pages of content and get internal staff and client feedback.
How about you? What content strategies have worked for your organization? How do you get good content out of your subject matter experts? And how do you blend your content development and design processes?
