What comes first... design or copy?
Ok - sou're ready to invest in a shiny new website for your biz - hooray!
Now what?
Do you focus on the DESIGN or the COPY first?
🤨
She's a real chicken v egg sitcho, this one.
Because there’s nothing worse than baller copy with ‘blah’ design…
Except for baller design with ‘blah’ copy.
Before you throw your laptop at the wall, know you're not alone in pondering the classic ‘design v copy first’ question. And the answer is certainly not black and white, because:
Strong copy needs equally strong visual design to ensure it performs optimally (aka connects with the right people and encourages them to act).
And beautiful design needs compelling copy to move the reader past first impressions and into the ‘take my money’ zone.
This topic is nuanced as hell, so let me be clear: there's no right or wrong approach.
But -
If you're sitting there battling a sweat moustache trying to figure out your game plan, you may be interested to hear there's a best case scenario that (in my personal experience & with input from some of my fabbbbulous designer friends*), leads to HOLY SH*T THAT'S AN EPIC WEBSITE-type results.
So without further ado…
*note: you'll see common themes but also conflicting opinions here, reiterating my earlier point of no right or wrong!
💡 Best case scenario
👉 Both creatives work together on a shared concept & vision
When it comes to creating a website, there's a certain overlapping of skills between your designer and copywriter - especially when it comes to the strategy, structure and user experience (UX) elements.
So, if possible (from both a financial & timeline perspective), engage your copywriter and designer simultaneously!
If we're both on board with the overall concept & visualising the same outcome, chances are you’re going to be STOKED with what we create because the website won't just look and sound great, it'll perform optimally.
Design and copy should work in tandem, so if your designer and copywriter can collaborate on the project right from the get-go, you'll be away laughing.
💡 Next best thing
👉 Copy first
If you *had* to choose one thing to start with, many copywriters and designers (not all, but many!) agree that copy should be written first.
Strategic copy will inform the overall structure and design of the site, and an experienced copywriter can write your website without seeing the design first.
It'll also be heaps easier for you to explain your biz/brand/offer to a designer once you have your website copy ready to rumble (I'm talking clear messaging & power statements, baby!). They can then use their design skills to complement your messaging and bring it to life visually.
💡 Alternative scenario
👉 Design first
This can work for brands who don't have the budget (or don't want) to invest in a copywriter, because a designer can work with you to create a structure for the site that prompts you to write your own copy (i.e.100 words here, 50 words there / ‘fill in the blanks' style).
This is often the moment biz owners realise:
a) what a copywriter actually does and
b) they would bloody love one to write the copy for them!
Design first can be a great option to get started, and you can always revisit/optimise your copy down the track!
Your key takeaway -
An overlapping of skills can strengthen the final outcome.
Sometimes it's not possible due to timelines etc (which is totally fine!), but if you can engage both your writer and designer at the same time, you'll be wiping away that stress moustache once and for all 'cause:
🐣 There's a level of flexibility when a project is in motion (i.e. it's much easier for your copywriter to meet an ideal word count for a section while they're in the midst of the project, not 3 months after it's been signed off).
🐣 You've got 2x professionals on the job, doing what they do best - but also respecting/understanding the other creative's ideas and processes to ensure the project runs as smooth as a gravy sandwich.
2x creative brains are better than 1, after all. You'll get more bang for buck when our goals are aligned.
I hope these insights have given you confidence in your own website game plan, whether it's kicking into action now or in the future.
If you've got a burning follow up q, you know where to find me ✌️