What Comes First: Design or Content?

Introduction

It’s tempting to jump into the visual side of things - colors, layout, animations - but before you move a single pixel, you need to know what you’re designing for. That’s where the content-first approach comes in.

Content is what gives your website meaning. It tells your story, explains your services, and moves people to action. So if you’re designing first and hoping the content fits later, you’re working backward.

What is content first design

The content-first approach means knowing the purpose of your design - and the content that supports it - before jumping into visuals. It’s not just a web design thing. Architects don’t draw blueprints until they understand the function of the building. Package designers don’t create boxes for a product that doesn’t exist. Designers don’t design layouts before knowing the content.

No final content, no problem. A rough draft is better than placeholder text. You can even use your competitors’ content as a starting point. The idea is to design with realistic content in mind so your layout doesn’t fall apart when the final copy arrives.

Why content-first works better

It might feel like extra work upfront, but the content-first method actually saves time and energy in the long run. Here’s how:

Content gives structure to the creative process. Everyone involved knows what to build, why it matters, and where the boundaries are.

What is content first design

In most projects, the client is responsible for providing content. Sometimes they’ll have a marketing team or writers - but often, it’s a DIY job. That’s when things can get tricky.

Designers who understand copywriting have an edge. Even if you don’t want to write it yourself, knowing what makes good content helps you guide clients or loop in a pro early on.

If a client doesn’t grasp the value of copy, don’t lecture - show. Use examples of content that drives results. When clients understand how copy impacts revenue, conversions, and brand trust, they’re more likely to invest in it.

Final thoughts

If you want to design websites that are clear, useful, and meaningful, start with the content. Use it to guide layout decisions - not the other way around.

And if the final content isn’t ready? Use what you have. Draft something. Repurpose existing text. Study competitors. This is often called proto-content - and it’s far better than lorem ipsum.

Because at the end of the day, people come to your website for content. Design is what helps them get it.