Why content matters in the web design process

this brand - brand strategy - graphic design - web design and development - New Zealand - Australia

As a business owner, you know that a website is an important part of your branding and marketing strategy. But what you may not know is that the quality of your website’s content is just as important as its design. In fact, it’s even more important.

You see, a website with great design but poor content looks unprofessional and can actually hurt your business. On the other hand, a website with great content will help you attract new customers and keep them coming back for more.

So, how do you make sure your website’s content is up to par? In this article, we’ll explain why content matters in the web design process and give you some tips on how to create great content for your website.

What goes into web design?

When you ask someone what goes into web design, they’re likely to suggest colours, palettes, images, layouts, and placements.
They wouldn’t be entirely wrong, but they’d be overlooking two important aspects of a successful website: great content and great user experience.

Designers aren’t just people who make websites look great and function properly.

The entire process of creating an appealing and profitable website begins with the content.

That means:

• All of your website’s material, including body copy, headlines, and, blog posts
• The graphics you want to use, whether product or brand images
• Product descriptions and specifications
• Lists, tables, and charts
• Content for pages such as “about us” and “contact us”

Consider this: If you were making a flyer for your company, you would most likely not begin with designs.
Instead, you’ll have a message to get out there, whether it’s a promotion or a strategy to show off your products.
Odds are, you’ll have something to say and will have the copy, photographs, and other ways to communicate that message.

The same formula applies to web design.
The difference is that, unlike a flyer, a website has a considerably more complex user experience.
Web designers design an experience of navigation through your site’s content.
And when that process is reversed (Content-Design — Design-Content), the user experience suffers.

The user experience should be created (designed) with business objectives, research, and content in mind.

Content production can be a time-consuming activity that is frequently overlooked or left until the last minute.

However, this material is crucial to both the design process and the success of your website.

Content should be a priority in your web design project

Think about it: your website is the online face of your business. It’s the first thing potential customers see when they search for you online, so it’s important that your website design showcases your brand in the best possible light.

But simply having a pretty website is not enough. Your website’s content is just as important as its design, and it should be a priority in your web design project.

Why? Because your website’s content is what drives traffic to your site, tells your story, and sells your products and services. Good content can help you achieve your business goals, while bad content will only hurt your chances of success.

The downsides of designing first

When a website is designed before you have a message, service, or product to provide, the design does not align with your company’s message.
And this can lead to issues with the quality of the user experience, such as:

•Your website appears less professional
•Your website’s content does not complement the overall design
•Brand messages that are inconsistent across your content and design

And as the design process progresses, these issues accumulate, making them more challenging to correct.

The time it takes to review the design to make it work with the actual content causes inefficiencies that bloat the website project, putting you, your company, and the designer you’re working with under strain.

For some, the solution is to use stock pictures and “lorem ipsum” text as design placeholders.
This may work in a few scenarios, but in most cases, you wind up with a great-looking design for which you must modify your content.
Because your copywriting does not fit into the places designated for it, you must chop it down or add extra text, diluting your message.
Or you may need to pick images that are more appropriate for the design, at the expense of photos that better represent your brand.

The benefits of content-first design

Approaching web design with a content-first strategy has significant benefits.
It not only allows for a better overall vision, but it also allows your designer to spot and resolve issues during the design process before they become problems.

Starting with a healthy amount of content, for example, the designer can create a better information hierarchy.
This hierarchy determines which messages about your company, brand, product, or service are the most significant, allowing them to design around the message hierarchy to make them more prominent.

You’ll also save yourself from endless rounds of changes.
Starting a design process without content leaves the designer in the dark about how to arrange and display what you want.
Simply put, there is nothing to design around. And that’s certainly not good for the designer’s time or your budget!

Finally, having a strong brand voice in place before the design process begins helps to guide and motivate designers by providing them with a deeper understanding of your brand.
For example, if your blog post has numerous quotes, the designer can create visually appealing techniques to highlight these.

Incorporating content creation into design

Defining “content” in the web design process

Put simply, “content” refers to the text, images, and other information that appears on your website. It’s what visitors see and interact with when they land on your page, so it’s essential that you take the time to get it right.

That means taking into account things like your target audience, the overall tone of your website, and the message you want to convey. The content must be organized and presented in a way that is easy for visitors to understand and navigate. And most importantly, it must be accurate and up-to-date.

How to get started incorporating content into your web design project

Now that you understand the importance of content in web design, it’s time to get started incorporating it into your project. Here are a few tips to help you get started:

1. Start by creating a content strategy. This will help you to define your goals and target audience, as well as develop a plan for creating and delivering content.

2. Work with your web design team to create a layout that supports your content. Make sure that headlines, images, and other design elements are placed in such a way that they don’t compete with or obscure your content.

3. Use copywriting techniques to make your content shine. Hiring a professional copywriter can help you to capture the essence of your brand and communicate it through your content.

The benefits of working with a content strategist on your web design project

Your website is a vehicle for delivering your message to your customers. That’s where a content strategist comes in.

Working with a content strategist can help you to develop a content strategy that will align with your business goals and target audience. They can help you to create engaging and effective content that will resonate with your customers and help to achieve your desired results.

Content tips for different types of websites

Now that you understand the importance of content in web design, it’s time to learn how to create content that’s effective for your website. Each type of website has its own unique needs, so you’ll need to adapt your content accordingly.

Here are a few tips for creating content for different types of websites:

  • For eCommerce websites, focus on describing your products in detail and listing their features and benefits.
  • For business websites, write articles about your industry and share advice and insights on current trends.
  • For blogs and lifestyle websites, share personal stories and thoughts on various topics.

Always be sure to proofread your content before publishing it, and make sure it’s formatted correctly for the web.

Ready to get started?

So, you’re ready to get started on your new website? Great! But don’t forget: content is king. No matter how great your design is, if your website is filled with outdated or irrelevant information, it won’t do your business any good.

That’s why our team of experts always starts by creating a content strategy that will help you deliver the right message to the right people. We’ll work with you to develop a clear and concise message that will help you stand out from the competition. Then, we’ll create visually stunning graphics and designs that will help you attract new customers and keep them coming back for more.


When it comes to web design, it’s not just about the look and feel of your website. It’s also about the content. And, more importantly, how that content is arranged on your website.

If your website doesn’t have good content, it won’t rank as high in search engine results pages (SERPs). And that means fewer people will see your website.

But if you have good content and a great web design, your website will be more likely to rank higher in SERPs and you’ll see a significant increase in traffic.

So, as you can see, content is key! And that’s why it matters in the web design process.