No, most web designers focus on layout and systems; core website words come from content designers, UX writers, or you.
Clients hire a designer to shape the look, feel, and structure of a site. Words drive the message, conversions, and clarity. In many projects the same person handles both design and small bits of copy, but larger deliverables call for a writer or a content strategist. This guide spells out who writes what, when a designer can cover it, and how to set up a smooth process.
What “Content” Means On A Website
Content spans headlines, product pages, help articles, blog posts, legal text, and interface copy. Each slice has a different goal. Marketing copy persuades and builds trust. UX copy steers actions inside buttons, labels, error states, and empty states. Technical pages need accuracy and clear scope. When teams treat these as one bucket, gaps appear: tone drifts, pages repeat, and navigation loses focus. A good site blends these pieces so users never stop to parse jargon. That takes intent, a shared glossary, and checks across templates.
Where Designers Do Write Words
Most designers write small strings during layout. Common spots include button labels, form field names, tooltips, menu items, and brief success or error lines. Good microcopy trims decisions. Use verbs users say out loud and avoid insider slang.
Where Dedicated Writers Take The Lead
Longer pages with narrative intent need time and research. Landing pages, product detail pages, pricing, documentation call for a writer who can interview stakeholders, review data, and shape arguments. A content strategist plans the model, voice, and governance. A UX writer partners with the designer to shape interface text that shortens tasks and prevents errors. Writers also bring research habits that keep claims grounded and collect customer language.
Do Website Designers Create Copy? Myths And Reality
Some designers deliver a package that includes basic copy for small sites. That works when scope is tight and risk is low. Past that point, expecting one person to craft visuals, handoff, and deep copy slows delivery. Draft copy and wireframes can move in parallel, with the team testing both and naming final owners.
Who Owns Which Content Tasks
| Task | Primary Owner | Notes |
|---|---|---|
| Brand voice and tone guide | Content strategist | Sets rules for word choice, grammar, and style. |
| Information architecture | Designer + strategist | Menus, page types, and labeling. |
| Landing page copy | Copywriter | Headlines, benefits, proof elements, and CTAs. |
| Product microcopy | UX writer | Buttons, errors, confirmations, and empty states. |
| Blog posts and guides | Writer or SME | Subject research and editing. |
| Legal pages | Legal team | Privacy, terms, and compliance. |
| Alt text for images | Designer + writer | Describe purpose; follow accessibility rules. |
| Metadata (titles, descriptions) | Writer | Search snippets that match page intent. |
Use this map to assign owners at kickoff. Small teams can merge roles, but the responsibilities still exist. On an enterprise site, every row can be a separate team.
Public design teams describe this split clearly. See the content designer role for scope across levels.
Content-First Design Pays Off
Design fits content, not the other way around. Starting with outline and sample copy exposes gaps early. Priority guides or simple text frames help stakeholders review words clearly before pixel work. With realistic text in place, spacing and patterns become clearer.
Proof You Need A Writer
Here are signs that a specialist should join: 1) Stakeholders disagree on voice or claims. 2) The site must rank for tough terms. 3) Complex products need demos, FAQs, or long guides. 4) Errors confuse users and increase help desk tickets. 5) Regulated topics need careful wording.
How To Scope Content In Your Project
List every page type and interface element that needs words. Estimate count and complexity, then assign owners and approvals. Plan for revision rounds with dates and add research inputs. Set tools: shared docs, a content model, and version control. Mark SME pages, note image sources, assign alt text and captions, and plan redirects.
Deliverables To Request
Ask for a content brief, page outlines, message hierarchy, and sample microcopy. On larger builds, request a content workbook with fields for titles, summaries, body text, and UI strings. Add a simple calendar with owners and dates.
Editorial Standards That Help Designers
Short, clear sentences help layouts breathe. Front-load the action and trim filler. Avoid puns in navigation. Keep buttons in the imperative mood with strong verbs. Write error text that states what went wrong and how to fix it. Set a max line length so paragraphs stay readable on wide screens. Use numerals for large numbers and write link text that names the target.
Accessibility Responsibilities Shared Across Roles
Words and visuals must work for everyone. Provide text alternatives for meaningful images and keep link text descriptive. Headings should follow a logical order so screen reader users can jump fast. Color contrast must meet standards, and form labels need clear programmatic ties. The W3C decision tree helps teams judge when to write alt text and what it should say.
For images, follow the W3C’s alt text decision tree so descriptions serve the same purpose as the picture.
What To Put In The Contract
| Scope Item | Why It Matters | Outcome |
|---|---|---|
| Page count and types | Prevents scope creep | Stable timeline and budget |
| Who writes which assets | Removes confusion | Faster approvals |
| Voice and style source | Keeps tone steady | Consistent brand language |
| Microcopy ownership | UI strings often multiply | Coherent interfaces |
| Round counts and dates | Controls churn | Predictable sprints |
| Legal and regulatory review | Reduces risk | Fewer blockers |
| Accessibility criteria | Protects users | WCAG-aligned content |
| CMS entry plan | Avoids launch crunch | Clean migration |
Put this detail in the statement of work so everyone sees it early. Leave room for a content change budget. Note media licenses, product naming rules, translation ownership, and the format for delivery.
Simple Workflow For Small Teams
Kickoff: agree on goals, users, and must-win messages. Content draft: writer fills a workbook with real words for key screens. Wireframes: designer lays out flows with text. Review: run quick user checks on clarity. Design and QA: apply visuals and validate links, headings, alt text, and forms. Launch and measure: watch search snippets, task success, and help desk logs.
Tool Stack That Keeps Words And Screens In Sync
Use a shared document system for drafts with track changes. A design tool with content fields or plugins prevents lorem ipsum drift. A pattern library stores approved strings. A term bank avoids re-litigating names. Version control ties copy changes to releases.
Budget Tips When You Can’t Hire A Writer
Give the designer a clear voice guide and guardrails. Supply raw inputs like customer quotes and top help desk tickets. Approve a narrow page set for launch, then schedule the rest. Buy a few hours of a specialist for the homepage, pricing, and checkout text.
Checklist You Can Use Right Away
• Name the owner for every page type and UI string category. • Draft core messages before wireframes. • Keep buttons short and concrete. • Replace empty states with helpful text and links. • Use real alt text that serves the same purpose as the image. • Write titles and descriptions that match page intent. • Test clarity with five people outside the project. • Track edits so you can learn from changes. • Keep product names consistent across menus, cards, and search. • Remove placeholder text that competes with labels. • Replace vague words like “Submit” with the action the button completes. • Review headings as an outline to confirm a logical scan path.
SEO And Messaging: Who Drives What
Writers shape titles, meta descriptions, headers, and body copy so pages match search intent without stuffing. Designers back that work with layouts that show the right snippets in the right places. A strategist maps target topics to page types, then trims overlap so pages do not compete with each other. Good search work reads like natural language and mirrors the questions users ask. That means writing to serve the task first, then tuning headings and snippets to match the page’s promise. Both roles watch query terms in analytics and help desk emails to find new topics worth covering. Writers also tune internal links to guide crawlers.
Pitfalls When One Person Writes Everything
Scope creep arrives fast. Drafting long pages, shaping microcopy, building components, and managing reviews can bury a solo designer. Deadlines slip, and quality drops. Another risk is tone drift across sections because no one keeps a single voice guide. Legal claims can also sneak in without review. To dodge these traps, split duties early, cap revision rounds, and give the writer or strategist a clear path to sign-off.
How To Measure If Words Work
Track both behavior and language. Behavior: task success, time on task, and error rates in key flows. Language: readability scores, link clarity checks, and search snippet match. Watch help desk logs for repeated questions you can answer on the page. Run five-second tests on headlines to see what message sticks. Pair those checks with A/B trials on buttons or form hints when traffic allows.
Microcopy That Reduces Friction
Swap vague labels for action text: “Create account” beats “Submit.” Turn empty states into helpers: add one line that says what the user can do next and link to a starter action. Make error lines plain: say what went wrong and how to fix it in one sentence. Use progressive disclosure in forms so long help text appears only when needed. On mobile, shorten labels to the shortest clear term and keep hints below inputs. Keep menu names consistent with the names that appear on product cards and search results. Keep names consistent across site.