Function Vs Form

I recently came across an interesting forum discussion on LinkedIn regarding usability and copywriting. The majority of comments were negative, highlighting how copy takes second place to creative. I must say the conversation was fairly one sided, but made me think about where and how situations like this occur and what can be done to avoid them.

Firstly it’s important to understand the core technical, visual and content elements that compose a website. Each one requires careful consideration and in many instances can be developed, designed, and written by different individuals. These can include:

• Programmers & Developers
• Graphic designers & Illustrators
• Marketers & Copywriters
• Ecommerce Professionals
• Search Engine Optimisers etc…

All roles are equally important and depending on the scale of a project, require good management skills to coordinate and liaise with the various internal/external agencies involved. If you’re lucky enough to be this person, I salute you! It may seem like a daunting task, but is also a great opportunity for you to shine amongst colleagues.

Whether the aim is produce a high conversion Ecommerce platform, or brand-led experience, many people will have their own opinions of what a website should fulfil in terms of sales and brand communication. This is where “too many cooks spoil the broth!” It’s therefore vital to take a step back and look at the bigger picture; what did you set out to achieve and is the website doing this? Silly as it may sound, you could be surprised with what you end up with.

My point to all this is that you need to maintain balance and humility. Any factor, be it aesthetic, functionality or practicality should never outweigh another. User experience is key to any successful website and one weak link in the chain or tiny oversight can promptly undo months of planning and preparation.