Striking the Right Balance: Copy vs. Visuals in Web Design

When most people think about great website design, their minds jump straight to visuals — bold images, clean layouts, modern typography. And while those design elements matter, there’s another piece that’s just as important: the words on the page.

Quality copy (ie. the writing on your website) is what helps search engines figure out what your website is about, and it’s also what convinces visitors that they’re in the right place. Without it, even the most beautiful design can fall flat.

Why Copy Matters for SEO

Search engines like Google rely on text to understand your website. If your pages don’t have enough copy, Google may struggle to index your site or connect it with the right search terms. For example, if someone searches Perth Ontario web design or Lanark County website designer, Google will only show your site if it can clearly tell that’s what you do. If your copy, instead, tells an elaborate story about how you got into business, your likes and dislikes and how many cats you have at your office, this will make it much harder for Google to understand your offering.

That’s why quality copywriting — clear, relevant, and well-structured — is so valuable. It tells both Google and your visitors:

• Who you are

• What you do

• Why it matters

Finding the Right Balance

Here’s where many small business websites get stuck: either they go heavy on visuals with almost no words, or they overload pages with so much text that visitors stop reading. The truth is, people don’t read every word on a website. They skim. They scan. They look for quick answers.

Your job is to guide them by giving enough information to build trust and answer their questions, while keeping it easy to digest.

A good rule of thumb:

• Use headlines and subheadings to break up content.

• Keep paragraphs short (2–3 sentences max).

• Mix visuals and text so visitors can scan quickly.

• Focus on clarity, not clutter — every word should serve a purpose.

What to Include in Your Website Copy

Even if your design is amazing, your site still needs the right words. At a minimum, make sure your website explains:

• Who you are and where you’re located (e.g. “a web designer in Perth Ontario serving Ottawa and beyond”)

• The services or products you offer (e.g. "website design for small businesses, wix website maintenance")

• How your business helps your customers

• How to contact you

If you’re not sure what to write, think about the questions your clients ask you most often — and answer those directly on your site.

Design + Copy = A Website That Works

The best websites strike a balance between visuals and writing. Great design captures attention, while quality copy builds trust and drives action. Together, they create a site that not only looks professional but also gets found on search engines and connects with the right audience.

At Bonnie Joyce Creative Studio, I help small businesses and non-profits in Perth, Lanark County, and across Ontario create websites that balance beautiful design with effective copy. My goal is to make sure your website not only looks amazing but also gets found by the people you want to reach. Want to discuss your next project? Get in touch.