3 Non-Negotiable Website Essentials

When you are building a new website, or revamping your existing site, there are 3 website essentials that are truly non-negotiable. They are:

1. Strategic Copywriting
2. Great Website Design
3. Stunning Brand Photography 

Often web design is the first and only service businesses consider investing in after identifying the need for a new site, however copywriting and brand photography are equally as important. 

Today I’m partnering up with my friends Michaela (Website Designer of North Design Co.) and Leslee (Brand Photographer of Spark & Soul) to share why all 3 of these elements are essential to a great website. If you are building a new website, or updating your current site, don’t skip on this post!

Website Essentials – Copywriting

Copywriting is an essential element of a great website for a few reasons:

1. Copy dictates the design of the website – You don’t want to be forced to write into predesigned boxes! Your copy should be as long as it needs to be to get your message across. For this reason, copy should come before design, always.   
2. Copy also determines the hierarchy of your website – Your messaging is what determines the different pages and sections you will need to have on your site, as well as the journey the reader will take. 
3. Finally, and most importantly – the copy is what gets the reader to take action! Design and photography attract readers to your website, and the copy is what converts them to a sale.  

Who is Professional Copywriting For?

Professional copywriting services are for business owners who have some idea (even if they can’t articulate it themselves) of who their ideal clients are and the value of their product or service. Your business should be established enough that you have a solid offer, and you know who you’re serving. A copywriter can help you nail down the rest!

If your business is new, and you are not able to invest in professional copywriting just yet, there are lots of DIY copy opportunities you can take advantage of. Many copywriters offer templates and workbooks to help you write your own copy. Another option is to have a copywriter review what you’ve written and audit it for areas to optimize.  

A typical investment for done-for-you website copy can range from $2k – $11k, and up. It’s important to consider your budget of course, but it’s also important to find someone that you connect with. Ensure that you hire a copywriter who understands your industry, and can deliver messaging that is authentic to you and your voice.

How Should You Prepare for Working with a Copywriter?

When you work with a copywriter who provides messaging strategy as a service (this is included in all of my web copy packages!), you don’t have to bring a ton to the table. A good copywriter should be able to pull ideas from your head and turn them into messaging that sells.

Website Essentials – Web Design

With Michaela of North Design Co.:

“A website needs to be more than just pretty. It needs to be functional and easy to navigate. It needs to strategically guide the viewer through a journey, ultimately ending in the overarching goal — making a purchase, landing a booking, or new inquiry. They also need to be packed with personality. When a potential customer is researching, they are often looking at a handful of different websites. What makes yours stand out? What makes them choose YOU over everyone else? This relates back to your brand strategy and having the visuals that match your energy.”

Who is Professional Web Design For?

“A custom website design is best for brands who have been in business for at least 3 years, they know who their dream clients are, and they are ready to reach them with high-value offers. They’re ready to expand their offerings from 1:1 services to also offer coaching, courses, products, or affiliate income to increase their revenue without taking more of their time. A custom website is NOT for a brand-new business. Your business will change and evolve a lot in the first couple of years, and you might pivot or change your ideal client. New businesses often can’t afford a custom website and don’t need one. A website template or semi-custom website is the way to go if you’re just starting out!”

A typical investment for professional web design typically ranges from $5600-$9800+ for brand and website design.

How Should You Prepare for Working with a Web Designer?

“Our services are pretty all-inclusive! There is prep work that needs to be done after booking with us. We typically book 1-2 months in advance so the sooner you can reach out, the sooner you can get started preparing for your new brand + website. This typically includes a workbook that dives deep into your business to help us create a solid and strategic foundation. Along with content gathering – brand photos/videos and copywriting.”

Where Can You Learn More?

Visit us and learn more about our brand and web design services at northdesignco.com!

Website Essentials – Brand Photography

With Leslee of Spark & Soul:

“Professional brand photography is important for your website because it’s the first thing people see when they visit your site. Your brand photos are the visual representation of your business and what you stand for. Great photos can make your viewers want to learn more about what you offer, while bad photos can send the impression that you’re not professional. If your photos look top-notch, your products or services look more appealing, which affects whether or not a viewer buys from you. It’s not just about showing off what you have to offer or who you are as a team; it’s about telling a story that speaks to your ideal customers and gets them excited to take action.”

Who is Professional Brand Photography For?

“I specialize in serving female business owners who excel in their industry and want their brand image to match their level of talent and expertise. I provide guidance to help my clients plan their photoshoot to elevate their brand message and maximize their time in front of the camera. During this pre-shoot planning process, my clients typically have a lightbulb moment where they create new ideas to connect with their ideal audience that they hadn’t thought of before.

My happiest clients are those who fully devote time and effort to the pre-planning stage of their photoshoot. They come to their shoot prepared with props, outfits, inspiration, and a shot list that guarantees they get a gallery that meets their needs and exceeds their expectations. Business owners who aren’t ready to invest some time upfront in thoughtful preparation won’t see the full benefit of a branding shoot with me or any photographer.”

For my Brand Photography services, I offer annual Content Club memberships for $475 per session with three sessions per year. Or, you can choose a VIP regular session starting at $995

How Should You Prepare for Working with a Brand Photographer?

“Take inventory of where your brand image gaps are. Do you need more photos of yourself in action? Detail shots? Headshots? Take note of formats you need such as horizontal images for website hero placement. I’ll work with you to help you articulate your brand aesthetics, which includes everything from colors to vibe to associations. Then I’ll help you connect all of that to your plan for shoot day props, outfits, poses, etc.”

Where Can You Learn More?

Explore my services and more brand photography tips at sparkandsoulmedia.com!

Where All 3 Website Essentials Intersect: Brand Strategy & Identity

A strategic brand identity plays a huge role in the visuals of a website. Brand strategy is the foundation which everything else should be built upon. Messaging and copy relate back to the brand strategy and target audience. The brand identity is the visuals that attract those people. The brand photography needs to align with the brand visuals. It wouldn’t make sense to have a light, airy, elegant brand identity with dark, moody, edgy brand photos or vice versa. All of these elements need to come together to create a harmonious online presence.

Being thoughtful ahead of time in developing your brand identity – including your messaging strategy, visuals, and photography plan is critical for the long-term success of your brand.

The Key Takeaway: Plan Ahead

Now that you have an understanding of the 3 website essentials that go into a successful website – the trifecta of web design, copywriting, and brand photography, you can more thoughtfully plan out your next steps for your new site! Begin with the work to establish your brand identity and your message, then write your copy, and then come brand photography and web design.  

If a strategic website that converts readers to sales is your goal, then it’s a good idea to consider investing in each of these three services in some form. While it may seem like a lot, it’s more doable when you plan ahead. Both in terms of the financial investment but also in terms of the time that each takes.

Ready to start planning for your new site? Explore each of our services below!