I’ve often felt that editorial content on the web is the poor cousin of both design and coding. Pepi Ronalds feels the same and writes about it in this recent A List Apart article where she makes several excellent points, which can be summarized as follows:
- think about editorial content right at the beginning of the project,
- hire an appropriately trained editor or writer for the job (Pepi explains more about this),
- if at all possible don’t leave it to the client, and
- certainly don’t leave it until the end of the project.
In this companion piece from a couple of weeks back, George Oates speaks about how obsessed the team at Flickr are with the site copy and how editorial tone can influence user behaviour.