Words matter most. Well, almost.

During discussions about what we can find on  A List Apart, I was most drawn to articles emphasizing the importance of smart web copy. (Here's one: Calling All Designers, Learn to Write!"). During my time working at a small advertising agency, I was constantly researching the way that ad agencies presented themselves online. My particular agency, I thought, placed a huge amount of emphasis on graphic presentation and not enough on copy, both for digital and print purposes. From looking through sites on the best agencies, even those with extremely sophisticated web designs, the use of smart copy is evident. And often times, the shorter, more thought-provoking text was most effective. 

A few samples of well written text that is woven seamlessly into the site design:

www.immarketinggroup.com/#

The light, understated design elements are really reflected well in the way the text is presented as well as the actual message. In a few brief sentences, the company states its mission and when they can best help a prospective client. 

www.shineadvertising.com

This is funny. The very best of web writing, in my opinion, as it's hard to do. Shine Advertising (birthplace of the infamous GoDaddy spots), always has clever copy about how their why their no-frills site is either under construction (as in this case) or why they're too busy to put up a plethora of work samples. All stated in a way brilliantly in line with the irreverent brand they've build for themselves. 

www.riggsadvertising.com/talent.html

If you can't see the image, go ahead and click on the site. There's no way, using this page as an example, that a designer and copywriter couldn't work together to build a page with little text that still delivers the message the agency wants to convey about its team. Riggs is very, very good.