From Overload to Action: Simplifying Copy for Successful Client Redesigns

This week, I’ve been focused on several client projects. One involves reviewing all the website copy for a company. They drafted the content themselves, drawing from their in-house knowledge, reworking existing material, and incorporating recent marketing content. This is the kind of hard, foundational work that makes a redesign successful. People need just enough information to take the next step—they don’t want to be overwhelmed by too much choice or information, but they also want their questions answered without having to pick up a phone or send an email (and then get bombarded by emails chasing their “lead” down)

Reviewing Copy with Fresh Eyes

When I review copy, I approach it with fresh, outsider eyes. I don’t have the in-house knowledge or familiarity with their terminology. I read it with their target audience in mind, asking: If I were that person, what would I want to know? How easy is it to find that information or take my desired action?

I also consider how scannable the copy is. Most people don’t read every word—they’re searching for key details. Breaking long text into smaller, digestible sections helps.

I look for jargon or insider terms that might confuse outsiders or carry unintended meanings. I consider what questions a reader might have and aim to keep sentence structures simple.

Consistency in the brand’s voice is another focus. If the tone is warm and friendly throughout, it should stay that way on contact pages and similar sections. (Legal pages are an exception—I don’t edit those.

Putting Content Before Design and “SEO”

Content comes first, design second. Clients sometimes request specific features like accordions or sliders, but these choices depend on the content. A slider might frustrate someone who prefers scrolling to find information quickly, or it might be a useful way to present material compactly, especially if not everyone needs to see every detail.

A common misconception I encounter is about SEO (search engine optimization). Many people think it’s a magical process that involves stuffing a website with keywords to get good rankings in Google. In reality, good SEO is about making the website helpful for people. Search engines like Google prioritize content that answers questions, provides value, and is easy to navigate. When we focus on creating clear, relevant copy for the audience, we’re already doing much of the work of SEO—without forcing keywords where they don’t belong.

All this work has me thinking about how we present information to our audiences. Have you read your website copy as an outsider lately? What could you do to make it easier for visitors to find what they need?