When embarking on a new website project, there’s often debate about what should come first – the content or the design. Many people start by selecting a theme or template, eagerly wanting to see the visual elements of their brand-new site. This excitement is understandable, especially for those who may not relish the thought of writing and refining content.
However, focusing on the visual side before defining the content is much like putting the cart before the horse. It may look appealing initially, but it often crumbles in practical application.
You might think that designing a website before finalising content is more efficient, allowing both tasks to progress simultaneously. But in reality, building a site without considering the content first can create multiple challenges and inefficiencies.
So, if a web designer advises you to start with content, it’s not to slow the process down – it’s because it truly leads to a stronger, more effective website. Let’s explore why content-first design is the approach that will give you better results and, ultimately, a website that better serves your business.
What is Content-First Web Design?
Content-first design is more than just a workflow order. It’s a principle that prioritises content as the foundation of the site.
The ultimate purpose of any business website is to convert visitors into customers. Yes, the look and feel of a site play a role in this, but the content is what truly drives engagement and conversions.
While some designers may start with colours and logos, a content-first approach begins with crafting meaningful content. This content then informs branding elements, page structure, and navigation.
Why Content-First Design is More Effective
A content-first approach offers numerous benefits, from creating a more cohesive style across all pages to streamlining the design process. Here are some key reasons why content-first design is a superior approach for building effective websites.
1. Greater Efficiency
Creating a site with content in mind from the outset saves time, money, and effort. Developing a website without knowing the specifics of its content often leads to “shoehorning” – squeezing content into an ill-suited design – which wastes time and resources.
2. Better Content Optimisation
A website’s design should frame its content beautifully, enhancing readability and flow. This is difficult to achieve if the site layout is created without knowing the actual content it will display. By starting with content, you can tailor the design to present your message in the best possible light.
3. Improved Site Architecture
When you structure a website around the content, you can create a layout that accommodates it perfectly, resulting in better usability and flow. In contrast, if the design is done first, you may encounter significant issues as you try to fit the content into a pre-determined structure.
4. Flexibility for Content Length
Content length can be hard to estimate in the early stages of a project. Starting with content allows you to create a design that’s adaptable, rather than limited by a template’s rigid structure. By creating the content first, you’re able to craft a design that supports your messaging, instead of forcing the messaging into restrictive dimensions.
5. Inspiration and Vision for Designers
Content can be a rich source of inspiration for web designers. Reading through the content helps designers understand the tone, style, and objectives of the site, which can lead to more creative and effective design choices. While project meetings and specifications are valuable, there’s nothing quite like understanding the actual content to fuel the creative process.
6. Smooth Testing and Final Approval
When a website is populated with actual content instead of placeholders, testing is far more accurate, and the final approval process is easier. Placeholder text like “lorem ipsum” often makes it difficult to visualise the finished site, whereas real content provides a clear picture of the end product.
7. Eliminates Last-Minute Content Creation
One of the most significant advantages of a content-first approach is the elimination of rushed, last-minute content creation. When content is thoughtfully prepared in advance, it improves the quality and effectiveness of the site. Reliable, high-quality content enhances user experience, effectively conveying your message and meeting marketing goals.
In Conclusion: Why Content is the Foundation of a Great Website
Prioritising content in the web design process is essential. Not only does it lead to a website that flows seamlessly and functions optimally, but it also makes the entire design process smoother and more efficient.
So, next time you embark on a web project, don’t be tempted to jump straight to visual design. Instead, invest time in creating meaningful, well-structured content that reflects your brand and speaks directly to your audience. It’s the content that will ultimately define your brand and engage your users – the design is there to enhance and showcase it.
The takeaway? Design supports the content, not the other way around. Embrace content-first web design, and you’ll find your website is more engaging, effective, and ready to achieve your business goals.