A digital copywriter's first question when given a brief is about space, but creating good copy is about customer experience, so why are we restricted by templates?
I've waxed lyrical about the importance of copy working alongside UX from get-go. However, there's a bigger obstacle to overcome before you start designing webpages and journeys. The CMS.
We're so easily led by the arbitrary, out-of-the-box templates and components that come with AEM or Sitecore. We go along with these restrictions without question, when we should be leading the tech, so it does what's best for the customer.
If it technically doesn't work, but it's the best thing to do, then change the technical capability. For a copywriter, this means the templates.
They're so easily redesigned and developed so the right content appears in the right place at the right time. It's essential to help people move along a journey and build up an experience with that brand.
It's not an easy task. Why would a company spend money on a dev just to implement a intro text box for a certain product or certain page types.
It'll be a difficult one to prove the value of, whether it be higher conversion, lower drop-off, reduce calls or better NPS. It's worth putting together a prototype and taking it to a user testing lab.
Digital is a human invention. It's the way it's because someone made it like that. If they made it like that, they can unmake it or remake it to meet a copywriter's - and more importantly, the customer's - needs.
