How Designers & Copywriters Can Collaborate (and Why They Should)

The online world is dynamic and constantly evolving. One method holds the high ground today only to lose it tomorrow. But in spite of this volatile nature, one thing remains the sine qua non of online success: Content.

However, the question remains whether there’s a type of web content which is one-size-fits-all.

The short answer is no.

Big brands beat online competition by churning out high-quality content—well-knitted text and visuals in the form of blog posts—as a tool for lead generation. Doing this, they know that using a one-way approach to content creation in today’s age of big data and visual culture will take them nowhere.

Let’s face it, designer-copywriter collaboration is a great idea every freelancer or solopreneur operating in the digital marketing world should consider, for creating good web content.

Here’s a thumbnail analysis of why, and the benefits of going down that road.

All-in-one Content Offers Greater Value

Because the Internet is jam-packed, attention is perhaps the most expensive thing online. According to Jakob Nielsen, an average web visitor is likely to read only 20-28% of a blog post. The only power to extend the duration lies in truly compelling content.

And what is that? Any beautifully crafted article that’s saturated with high-value, attention-grabbing images and visuals.

But if you’ve never tried this before, you might doubt its efficiency. Luckily for you, experts say that articles with images get 94% more total views than text-only posts. And there’s more: infographics deliver up to 120-180% more engagement thereby increasing viewers’ retention, engagement and, ultimately, sales.

Better Illustrations

What makes the above possible is the extraordinary power of visual content in making a digestible illustration of textual messages. Indeed, “a picture is worth a thousand words.”

It’s not only about illustration, however. Readers retain 65% of any information three days later, when communicated through visuals.

Text-Visual Content is Brain Friendly

One of the top reasons why brands go blogging is to provide sufficient insights, thus making it easier for prospects to comprehend how their products and services work. Simply put, the method yields well, as 37% of marketers say visuals are essential form of content.

The reason, is that the human brain processes visual data 60,000 times quicker than text. Brain Rules also notes that:

We [human beings] are incredible at remembering pictures. Hear a piece of information, and three days later you’ll remember 10% of it. Add a picture and you’ll remember 65%.

It’s clear: web visitors do not struggle to remember details when they’re given all-inclusive memorable content.

SEO, SEO, SEO

Visual content is just so amazing. Going from merely adding glamour to a blog post, to creating other essential values, visuals can boost webpage ranks on search engines when seamlessly integrated into a body of valuable text.

If SEO were key to content marketing success, creating all-inclusive content is a task that you cannot ignore – and that’s easier done through collaborative efforts, both from SEO and ROI perspectives.

Why Collaboration Matters

The significance of having the right visuals alongside written content has become more evident. However, choosing the wrong content is as disadvantageous as having none. If you find yourself falling victim to such issues, or copyright infringement, it’s probably time to partner with an expert designer and up the game like a pro.

When graphic artists and copywriters work together, they can both flourish. Part of the reason is that design connects directly with the side of the brain that is responsible for creative thinking, image recognition and such like, while writing occupies the other side that handles logic and critical thinking.

For any content to hook prospects and compel immediate action, these forces must come together. And to get the best results designers and copywriters should not transfer works, but handle it side-by-side.

Other Benefits

There’s a plethora of them, but following are the key benefits of copywriter-designer collaborations:

Unlocking New Ideas

According to William and Phyllis Mack of the Mack Institute for Innovation Management, choosing the right partners is the first step to successful innovation:

In today’s globalized business environment, firms are no longer developing innovations in a vacuum. Instead, companies often work with partners from all over the world to develop innovative strategies and products.

Are innovative ideas important to copywriters and designers? There’s no other answer than yes, and experience has shown that more ideas emerge when these sets of creatives work together.

Even in science, it’s easier to make new discoveries when scientists share ideas rather than working as a lone genius. “The best ideas don’t come from working in a silo,” says Michele Kamenar.

Enabling Premium Service / Increased Authority

To deliver excellent service and drive better bottom line results for all parties, you probably know already that you cannot thrive in isolation as a copywriter or designer. You must collaborate!

Sara Duane-Gladden of Specky Boy says:

The jobs of copywriters and designers are very similar. They are both masters of their crafts. They express complex concepts and ideas in bite-sized bits that convey meaning in a moment. The fact that one does all this with words while the other accomplishes it with images isn’t important: They are kindred, creative spirits that can amplify their abilities when they work together.

So if you do not want to keep going back and forth, but rather accelerate quality service and build more authority, you should collaborate.

Reducing the Burden

As a copywriter with a long list of deadlines, you’re always on the search for an expert designer to turn some text into visuals. Found one, you’re still not off the hook. You keep reviewing because only an impeccable job would satisfy your clients and win you more referrals. On the other hand, a designer goes through a similar situation each time there’s a need to come up with a masterpiece that would complement an infographic or other visuals.

The process can be time-consuming and difficult. With collaboration, however, it can be lessened and streamlined. In fact, a teamwork approach will enhance efficiency on both sides.

Growing from Solopreneur Status to an Agency

Successful collaboration offers a chance for freelancers to move to the next level of establishing an agency.

A freelance copywriter with a web design expert needs only a person who offers technical SEO. Why not add that, combine all the skills, start an agency, get more clients and charge more?

Going Forward

Designers and copywriters are important personalities in the world of digital business. Media and SEO companies, PR organizations, marketing and advertising agencies, all need them to meet their bottom line.

If you’re one, not only can you generate new ideas through efficient collaboration, you can also increase the quality of your service, minimize the hassles, and expand your business.

Shakir Akorede

Shakir Akorede is a writer, content marketer, and the founder of 501 Words. He's a regular contributor to the World Economic Forum, Entrepreneur Magazine, Huffington Post, Forbes Africa, and other top publications.