When you’re trying to write, there’s nothing worse than an empty document with a blinking cursor taunting you. It’s even worse when you’re writing web copy.

You might wonder where to start.

• What information should you include?
• What will the page look like once it’s finished?

These questions can bog you down, making the writing process even slower.

Don’t give up hope, though — you can use a time-saving technique to make the process easier: wireframes. Want to find out how to use them and produce high-converting web copy faster?

Read on to learn the ways wireframes can help you write copy that sells.

What Are Wireframes?

Wireframes are visual representations of completed web pages, including homepages, landing pages, and sales pages. They sketch out what your web pages will look like once they’re published.

You may have heard about wireframes in UX design, but copywriters use them, too. 

Copywriters use wireframes to construct a rough layout of the web page. Having a visual reference makes it easier to decide where to put headlines, subheaders, and body copy on the page. Wireframes can also help you position images, videos, and other forms of media.

As you might know, coming up with web copy designs from scratch can be tedious and time-consuming. That’s why copywriting wireframes are so helpful. They show you what kinds of content you need to include and where to include it on any kind of web page.

Wireframing also allows you to identify what's working in your copy right away, which streamlines the editing process.

By seeing any problems or issues in advance, you’ll know if your message will reach your target audience or not. This way, you’ll be able to write web copy faster and with more consistent quality.

Copywriting Wireframes: Why They Work

First, it’s important to understand why copywriting with wireframes, or wireframing, is so effective.

Wireframes help you model what web pages will look like when they’re published. That includes homepages, landing pages, sales pages, and other website copy. When done right, wireframes let you visualize the copy’s layout, content, and functionality on the web page

In fact, copy and design go hand-in-hand. Copy compels readers to do something, while design affects how they process the information. Both are important to create a positive user experience.

Overall, your web pages need to leave a visual impact on your audience through the words and visual experience you create.

Think about it this way: you wouldn’t start building a house without sketching out a plan first, right?

What would you do if you didn't know what the end result was supposed to be? You’d waste a lot of time and money during the trial-and-error process — which could go on for who knows how long.

Wireframes help you avoid this. Like plans for a house, they act like the schematics of your web page. You can see where your copy and images will end up on the page. It’s a lot like showing where the rooms should go in a house.

Wireframes also don’t include the color, features, or decorations of the web page. That’s what a dedicated website designer decides in most cases.

You can create wireframes with either a pen and paper or fancy software like Balsamiq, Adobe Illustrator, and Photoshop. As long as you have a visual guide of your web page, it’ll help you create clear and publishable copy faster.

When prospects and customers have a pleasant and memorable impression of your web pages, it’ll bring them that much closer to converting. 

Now that you know the reasons for and benefits of copywriting with wireframes, let’s get into more specifics about how they help you write better copy faster.

Wireframes Help You Organize Your Copy 

Think of wireframes as previews, kind of like movie trailers. They give you a general idea of the finished product, then you can plan the layout and structure of your web copy. That includes everything, from headlines to body copy and different sections. You can also suggest where to include images, icons, and other media for your clients.

Your wireframes don’t need to be perfect replicas of the web page. They just need to organize the most important information and show where it goes.

Let’s say you need to write a landing page for your product or service. It’s going to be hard to start if you don't have an idea of the end result. That’s where wireframes come in and spare you from all the trial and error.

For example, you can plan the look of your landing pages. Use rectangles to show where the body text and images go, then shade in different sections of your page to mark section breaks.

Wireframes also help you see how your copy fits within the web page’s contained space. For example, copy can end up looking too long or too short on a web page. Depending on its layout, it could even overlap with the page’s images and other media.

With wireframes, you can see how everything fits together and adjust accordingly. 

Not only that, but you’ll also see how your final copy reads on the web page. If you use the default Lorem Ipsum font as filler for your copy, you won’t know how effective your words are.

Maybe your copy is too dense or wordy. Maybe there’s a lack of consistency in the tone. Or maybe you’re missing important information the reader needs in a specific section.

Whatever the issues are, wireframes help you keep track of your copy’s structure. This includes the size, length, and format of your header, subhead, and body copy. In addition, you can make sure it matches all the media on the page.

The biggest benefit of wireframes is that they help you make sure your message is clear to the intended audience. After all, even the most convincing copy won’t land if it’s unreadable on a web page.

The issue isn’t that people won’t like your copy — they’ll click out of the page if the web page is too cluttered. The same applies if the font is too small or if the other web page elements are distracting from your message. 

Negative impressions of your web pages will keep you from building meaningful relationships with your audience. It could also harm your brand’s reputation in the long run.

The bottom line is that wireframes can give you a better idea of how to make your web copy convert better. They help you preview the journey you’re creating for your audience. These benefits will help you write with more efficiency.

Here's how you can copyedit and tweak your copywriting for better conversions.

Wireframes Help You Keep Track Of Important Design Elements 

Imagine someone told you to paint on a blank canvas. You don’t have much of a direction, so you might not know where to begin. Even if you do think of something to paint, you could take even longer to figure out all the details. 

Which paint will you use: acrylic or oil? How large of a canvas do you need? How will you portray the subject? 

Compare that to being given a coloring book. That’s much more doable. The final illustration is already there, you just have to color in the lines.

Well, that’s how wireframes work.

You can use wireframes to keep track of the typography of your web pages, including font size, headline length, and body copy length. Then, after deciding on these essentials, you just need to fill in the blanks with your copy.

For example, headers should have the same font and size. Your formatting choices should be consistent throughout your web page. Your body copy should have some consistency as well.

Keeping these design elements in mind will make sure your copy stays consistent on the page. Plus, a visual aid helps you communicate your vision with the designer and client. As a result, there’ll be less chance of confusion and inconsistencies in the finished product.

Suppose you’re not sure what formatting to use, though. Don’t just make it up. That’ll cause miscommunications. Instead, you can match your wireframe with an existing website. 

Open up a page and use it as a reference point for formatting your wireframe. Again, it doesn’t have to be an exact replica of the web page, but it’ll help you make sure your design is consistent. That’s something you’ll thank yourself for in the long run.

That doesn’t mean you should get caught up in the design elements. Wireframes don't need to be pretty or perfect. They just need to convey the message and an idea of what the published page will look like. 

It may seem trivial now and you might think none of these things relate to persuasive copywriting, but aesthetics are important.  

You could spend hours writing beautiful copy, but what if it doesn’t fit on the web page? What if the sections are unorganized? What if the headlines, subheads, and body copy are all out of order?

If your audience reads choppy, unorganized copy on your website, they’ll click away. They’ll think that your brand isn't professional or ready to be seen and look for another business instead.

Sure, you could always edit it again, but that adds more back-and-forth time. Wireframes help you avoid this by making sure your vision for the website is the same as your client's.

Learn an easy auditing process to improve your copy here.

White Space

Wireframes also help you track the amount of white space, or “negative space,” on the web page.

If you include too much white space, the page will look too empty. It’ll give your target audience the impression that you don’t have enough valuable information to share.

On the other hand, too little white space will make your web page look dense and cluttered. 

It’ll also put off your target audience. If they have to spend a lot of time finding information, they’ll give up and leave the page.

With wireframes, you can see how much white space is on the page. If you find too much blank space on your web page, try filling it in with an image or video. If there are too many blocks of text, try breaking them up into different sections. Or try inserting icons, gifs, or a meaningful quote.

You don’t need to know the exact media you’ll use at the moment. These suggestions are placeholders, you can interpret them and decide what to include later.

As long as you organize the information well, the designer will create a presentable and professional web page.

Wireframes Help Speed Up The Revision Process

Wireframes help you communicate your vision clearly with web designers. With a sketch of the finished product, everyone will be on the same page. It’ll mitigate any misunderstandings between different parties.

Without wireframes, you run the risk of the designer misinterpreting your vision. 

Imagine sending a designer a text-filled document. They’ll then have to guess how and where to fit everything on the web page. Chances are, with little context, they’ll end up putting things in the wrong place. 

What if an image replaces your body copy in the end product? Or a subhead stands in for an important section of your website?

This isn’t the designer’s fault, or yours, for that matter. It’s a classic case of miscommunication — which means more editing.

Thankfully, you can mitigate these misunderstandings with wireframes. This will also eliminate the feedback loop between you and your team. 

The more feedback different parties give, the more time it takes away from publishing your copy and landing conversions. With so many opinions, your core message may get lost in the process.

Wireframes help eliminate questions about how the web page will look, how it’ll read, or if it matches everyone’s vision. Instead, you and your team will share the same idea for the web page.

Less guessing equals less editing, less time wasted, and more money.

Keep The Customer’s Experience In Mind

Another benefit of wireframes is they help you keep your customer’s experience in mind. Instead of guessing whether your copy lands with your target audience, you can see how effective it is with wireframes.

Wireframes model how prospects and customers will engage with your web copy. Seeing it from their perspective will help you tailor your copy for them. For example, you can organize your copy to provide the right information at the right time. Or answer their questions and objections. 

In other words, wireframes help you create a smooth reading process for the reader.

Don’t forget, though: customers care about aesthetics. Your copy could have the most compelling and moving message in the world, but there are a lot of ways to distract from it. 

If your copy takes up a large span of the web page, if the font is too small, or if it looks unprofessional, no one’s going to read it.

That’s why it’s important to think about how the reader experiences your copy on the web page.

Wireframes Help You Test Your Copy Right Away

No matter how much you double-check your copy, it’s always helpful having a fresh pair of eyes look over it. Try stepping away from your draft for at least 24 hours. Then come back to it again. 

You can also ask non-industry-related people, such as friends and family, to read it. Ask if your copy is engaging. Does it draw their attention? Does it make them want to keep reading? 

Are there obvious eyesores? 

Are your headlines too boring? Are they too unrealistic or outlandish? What kind of visual impact do they have on the web page?

The good thing about wireframes is that they’re flexible. If anything looks amiss, you can change it right away. 

You can also get a more experienced pair of eyes to check over your headlines, body copy, and CTAs. These people could be peers in your industry. Ask them if your copy is optimized for conversion. If not, adjust as needed.

Getting quick responses will show you if you need to change anything in your copy. The goal of immediate feedback is to make sure your copy is readable. If the process isn’t smooth, what could be improved? How could it be better? 

Getting a fresh opinion of your copy will help you speed up the revision process.

Wireframes Can Become Future Copywriting Templates

Since wireframes are great roadmaps for web copy, you can also use them as templates for future projects. This will help you speed up the writing process as a whole.

You can create wireframes for homepages, landing pages, and sales pages. Then, whenever you need to make new ones, you don’t have to create them from scratch. Instead, just follow the standard layouts you made for each web page.

That doesn’t mean all of your website copy has to look exactly the same, though. Your wireframes should contain essential elements. Wireframes give you the freedom to adjust things based on the specific copy you’re writing. If want to change things around, it’ll be easy. 

Keeping these things in mind will help you provide the information you need to include to compel your audience every time. 

When you know how a finished piece of copy should look, you can keep track of your progress. Plus, you can make sure your copy and message stay consistent — not just the web page layout.

Think about it: even with the best-designed website, bad copy can lead to a bad user experience. So don’t just focus on the design elements. 

Wireframes aren’t about rushing to get your copy out there. They’re about organizing your web pages cleanly and concisely. Producing copy faster is a bonus after-effect. 

Implementing wireframes will help ensure your customer has a positive user experience on your page, which leads to more conversions.

Learn how to effectively use copywriting frameworks and templates here.

Start Optimizing Your Copywriting With Wireframes

With wireframes, you no longer have to brainstorm your copy or design elements from scratch.

You can use wireframes to see how your copy looks on a web page. It’ll help you produce copy that converts on a consistent basis. 

Not only that, but it also gives you insight into what customers would see in real-time — which will help you write clear and presentable copy at the same time. 

Writing copy that converts is hard. It’s even more difficult to produce it fast, especially if you don’t use wireframes to speed up the process. Copywriting with wireframes gets rid of that problem. 

You’ll even be able to do it with the same consistency and quality without all the stress.

Knowing what the end product is supposed to look like will give you the plan you need to fix and format any problems. This will help you streamline the feedback process and write your copy in record time.

You don’t have to come up with your copy or design elements from scratch anymore. 

Instead, wireframes help you write copy in a more optimal way that will drive conversions for your business.

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