Should website copy or design come first?
The chicken or the egg. Website copy or web design.
Which goes first?
Well, these are life's big questions aren’t they?
While I can’t give you a definitive answer on the chicken or the egg (although I’m leaning towards the egg), I can give you my definitive opinion on whether website copy or web design should come first.
The case for website copy first
“You’re a copywriter! Of course you’re going to say copy should come first.”
I know, I know. But hear me out.
The thing is, copy informs design. A designer can make your copy stand out and come to life, but this is most effective when they have the copy beforehand. They can use their skills to highlight key points, make the text more engaging, and improve readability. Starting with the copy provides a clear direction for the design, which results in a more polished and effective website.
And the problem with adding copy after the design is that it can alter the look and feel of the website drastically.
What if your headlines are longer than the web designer planned? Or what if your text is broken up differently than what they planned for? Or what if you end up with a lot more text than they planned for?
This can lead to a lot of back-and-forth adjustments, wasting time and money.
Optimal workflow to create your website
OK. So, obviously, I think copy should come before design.
However, at the end of the day, copy and design should work together in a cohesive way.
How is this done? Well, here’s what I (and many other copywriters much smarter than me) tend to think works best.
The planning stage
When creating a website, the planning stage is where everything starts to come together. Knowing the goal of your new copy and design is key. Are you aiming to get more leads? Have your offers changed, necessitating updates in your copy? Or maybe you want your website's copy and design to better reflect your personal brand. These questions will guide your entire project.
Before diving into design and copy, you need a clear understanding of your core offerings. What exactly do you offer, and why is it valuable? Next, you’ll need to identify your ideal clients. Who are you speaking to? Knowing your audience helps tailor your message and design to their needs and preferences.
Another critical aspect of the planning stage is determining your brand identity. This includes both your brand voice and visuals. Your brand voice is the distinct personality that your brand uses to communicate with your audience. Your visuals encompass everything from color schemes and fonts to logos. Consistency in these elements helps create a cohesive and recognizable brand.
Copywriters and designers need this information in order to create their best work, so prepping before you reach out to professionals will help you make sure you get exactly what you want at the end of the project.
The team building stage
Once you’ve wrapped up the planning stage, it’s time to build your copy and design team.
You have a couple of options here. Some copywriters have go-to designers they work with regularly. This can be a great choice because these teams often have an established workflow and chemistry, making the project smoother and more cohesive. Similarly, some designers have preferred copywriters they recommend when starting a new project.
Or you can pick out your designer and copywriter individually if you have specific people you want to work with. The choice is up to you.
And if you’re up to the challenge, you can also DIY your website copy and design using templates for each. This can be budget-friendly and gives you complete control over the process. However, it requires a good amount of time and skill, so I only recommend this if you’re just starting your site and professional design and copy isn’t in your budget.
The waiting stage
If you’re having a copywriter write your copy first, like I recommend, you'll typically start with a kick-off call with them and need to fill out a questionnaire of some kind (the usual information-gathering process for a copywriter).
Once the copywriter has all the information they need, they will begin crafting your website’s content. After they deliver it, don’t worry if the first version isn’t perfect— a round or two of revisions is a normal part of the process. Be prepared to give constructive feedback to help refine the copy. Clear and specific feedback can make all the difference in getting the copy just right.
After the revisions are complete and you’re happy with the copy, it’s time to hand it off to your designer where you'll go through a similar process of meeting and revisions.
The publishing stage
After collaborating with your copywriter and designer and reaching a point where you’re completely satisfied with the work, it’s finally time to publish your website!
Obviously, a lot of work comes before getting to this step, but it is so worth it as once live (and if your copywriter and designer did their jobs well), your new website will be immensely valuable for attracting and engaging visitors, showcasing your offerings, and converting leads.
And to help you attract even more visitors, make sure you’re regularly updating your website with new blogs that highlight your knowledge and insight as well as utilize the fundamentals of SEO.
Final thoughts
Now that you have an idea of how the process of getting new website copy and design works and which should come first, you can start the process (if you’re ready, that is)!
If you need a website copywriter, check out my website copywriting services page to learn more about what I offer.
