Comments on: Content v Creative - Where does the Customer Count?

By: Matt Bailey

Matt Bailey — Fri, 14 Dec 2007 17:51:37 +0000

Thanks for the comments, Sheri.

I am working on a project right now where the development company worked the hardest on the content and architecture first. The client keeps saying that they are doing it backwards, but really, it’s the “old” way that’s backwards.

Despite the “backwards” comment, the client has been extremely please with the way that the site has come together, and it makes total sense to them and our usability testers.

By: Sheri Bigelow

Sheri Bigelow — Fri, 14 Dec 2007 17:07:19 +0000

It’s so true that so many marketers place wayyy too much emphasis on design. What I would like to hear are stories about how in-house designers and webmasters have been able to successfully communicate the importance of copywriting. I would even go so far as to recommend that copywriting should be created FIRST, and then design should be developed around it.

By: Matt Bailey

Matt Bailey — Fri, 26 Oct 2007 01:26:17 +0000

Thanks for the support! It’s nice to be around people that see this and not designers who pitch a fit because their lovely design won’t communicate the purpose of the site.

I’ve just been amazed at the amount of times that the site nears completion and no one has discussed content. Some clients even assumed that content would be provided with the new website?!?

By: earlpearl

earlpearl — Fri, 26 Oct 2007 00:58:51 +0000

How true. I have a new site under design. I’m growing tired with the discussions about design. I’ve worked the site for years and know what is getting us traffic and which traffic is converting. I bow down to nifty design….but not when it screws up the content and rankings.

Geez.

By: Tanner Christensen

Tanner Christensen — Thu, 25 Oct 2007 19:08:37 +0000

Thank you Matt. This is exactly what I needed today.

I’m in the middle of a project that I’ve been working on, the creative director and myself don’t see eye-to-eye on the design and I couldn’t figure out why…until I read your article.

It’s too common to overlook content, when content can easily overlook design (Myspace anyone?).

Thanks for the great insight Matt.

By: Neil Matthews

Neil Matthews — Thu, 25 Oct 2007 13:34:30 +0000

I cannot agree more, with the advent of RSS most people are not even bothering to come to the main site anymore.

By: Bryan Eisenberg

Bryan Eisenberg — Thu, 25 Oct 2007 10:10:24 +0000

Amen, Brother! This is the key to understanding persuasion and then conversion. If you look at conversion rates since 1992 (under 3.0% according to shop.org) they haven’t budged. However, sites have better designs, better technology, better analytics, more budget, more people on broadband, more people online with credit cards, people are visiting fewer and fewer sites each month and still conversion rates have not gone up. Why? Because the content is not the focus.