You can’t separate copywriting from the design process. If you want to produce a website that works, you have to think about the copy at every stage.

A lovely detail on the Dogs Trust website: the search button in the top right says ‘fetch’ instead of saying ‘go’.

As designers 37Signals wrote in Getting Real, their book on building web apps:

If you think every pixel, every icon, every typeface matters, then you also need to believe every letter matters. When you’re writing your interface, always put yourself in the shoes of the person who’s reading your interface. What do they need to know? How you can explain it succinctly and clearly? Do you label a button ‘submit’ or ‘save’ or ‘update’ or ‘new’ or ‘create’? That’s copywriting. Do you write three sentences or five? Do you explain with general examples or with details? Do you label content ‘new’ or ‘updated’ or ‘recently updated’ or ‘modified’? Is it ‘there are new messages: 5’ or ‘there are 5 new messages’ or is it ‘5’ or ‘five’ or ‘messages’ or ‘posts’? All of this matters.”

Words matter, so you have to work hard to find the right ones.

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Small by design

Because Polon is a small studio (run by Matt and Janet), there are no layers of account management – you get to work directly with a writer.

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