When starting a new website development project, one of the first decisions to make is whether to adopt a content-first or design-first approach. At Browndog, we advocate for a content-first strategy, as we believe it consistently delivers better results for our clients. However, it’s important to acknowledge that there’s no one-size-fits-all approach. In this blog, we’ll explore the process of content-first vs. design-first, and why we think content-first is the best choice for your next web project with us.
We first discussed form vs function – the relationship between SEO and web design in this in-depth article. It’s important to understand the relationship between SEO and the visitors arriving on your website, and how design can have an impact on it, so we’d encourage you to give it a read if you haven’t already done so. But first, understanding the best approach for your new website project…
What is the Content-First approach?
A content-first approach prioritises the text, images, videos, and other media that will populate the website. Rather than jumping straight into design, this strategy focuses on the core message that the website needs to communicate. By developing the content first, we can ensure that the design serves the content, rather than the content being forced to fit within a predetermined design. Not only does it help focus the project, but also reduces issues later in the design and build process.
Here’s a little more about why we believe this strategy is the way to go:
Your Message Comes First
At its core, your website is a communication tool. It’s there to tell your story, promote your products, and engage with your audience. By starting with content, we ensure that your message isn’t just an afterthought—it’s the foundation. This approach allows us to shape the design around the content, rather than forcing the content to fit within a predetermined design. The result? A website that truly reflects your brand and clearly communicates what you’re all about.
Better User Experience
We’ve all been on websites that look beautiful but are difficult to navigate. Often, this is the result of design taking precedence over content. When content is the priority, we design with the user’s needs in mind. We consider how people will interact with your site, what information they’ll be looking for, and how we can make it as easy as possible for them to find it. This leads to a smoother, more intuitive user experience, which keeps visitors on your site longer and encourages them to engage with your content.
That being said, we also don’t advocate for content completely overruling design. If your website isn’t the right combination of informative and interactive, you’ll lose the interest of your visitor very quickly. It’s a fine balance!
Search Engine Optimisation
SEO is an essential strategy for driving traffic to your site, but it can be easily overlooked in the early stages of design-focused projects. By taking a content-first approach, we can integrate SEO best practices from the very beginning. This means that your site is built to perform well in search engines right from the start, which can save time and resources later on. Plus, it ensures that the content itself is crafted with SEO in mind, helping you attract the right audience to your site. When we talk about content-first, what we should also reiterate is – the right content first. Front-loading your website with as much copy as possible is also not going to engage and captivate your audience. Did we mention it’s a fine balance?
Design Efficiency
Designing around content makes the development process more efficient. When content is ready at the beginning of the project, designers know exactly what they’re working with, which reduces the need for guesswork and rework. This not only streamlines the design process but also ensures that the final product is cohesive and professional.
That being said, we’re not absolutely insisting that every last letter must be prepared before design can begin. We expect some back and forth as we refine key messaging and pull out areas of content to be highlighted on the page, but we find that starting with the bulk of the information required on the page is much more effective than providing lorem ipsum and hoping that the eventual words fit in the space!
Aligning with Business Goals
Finally, a content-first approach keeps your business goals at the centre of your project. Whether your objective is to generate leads, sell products, or build brand awareness, starting with content allows us to tailor every aspect of the website to meet these goals. Every piece of content is created with a purpose, ensuring that the site not only looks good but also functions as an effective tool for your business.
The Alternative: Design-First Approach
While we strongly advocate for a content-first approach, it’s worth exploring the design-first model to understand its appeal. A design-first approach begins with the visual and structural elements of the site. The layout, colour schemes, typography, and overall aesthetic are crafted first, and the content is later adapted to fit within this framework.
Why Might You Design First?
- Visual Impact: For projects where the visual experience is paramount, such as portfolio sites or highly creative brands, starting with design can ensure the final product is visually striking. The design-first approach can be particularly effective when the aesthetic is a key part of the brand’s identity.
- Creative Freedom: Designers often have more creative freedom in a design-first approach. Without being constrained by pre-existing content, they can explore more innovative layouts and visual styles, which can result in a unique and memorable website. It’s great to think outside of the box and show your audience something completely different; however, beware, we see common structures and features across many websites for a reason: they make it easy for audiences to navigate, so choose wisely.
- Stakeholder Buy-In: Starting with design allows for the creation of visual concepts early in the process. This can be helpful in gaining stakeholder approval and buy-in, as they can see a tangible representation of the final product before content is finalised.
Arriving at the Right Approach
While we champion the content-first approach, we recognise that there are situations where design-first might be appropriate. Ultimately, the choice between content-first and design-first depends on the specific goals and priorities of your project. At Browndog, we aim to strike a balance, ensuring that content and design work together harmoniously to create a website that not only looks great but also effectively communicates your message and ultimately meets your objectives.
We’re Committed to the Content-First Approach
Despite the potential benefits of a design-first approach, our extensive experience has instilled a firm belief that starting with content leads to more meaningful, user-friendly, and successful websites. It’s a strategy that puts your message at the forefront, enhances user experience, ensures the website is fully optimised for SEO, and aligns the site with your business objectives from day one.
We understand that producing content at the outset can be a daunting task, but our dedicated team is here to help you produce, refine, and assess your content to ensure it’s just right. After all, if you’re going to invest in a new website, you should maximise your investment by doing the best job possible. You wouldn’t design a room in your house without knowing what was going in it—your website should be no different.
Some Commonly Asked Content-First Questions
- How much shall I write? The more the better! The more informed content that you can provide to your audience and to search engines, the better your website will rank in search engines and the more you will become a trusted source of information. Don’t worry about writing too much – our designers and copywriting experts are here to pull out the right information and place it in an engaging location.
- How do I know what content goes where on the page? We’ll use our experience to advise on this. Before we begin designing your new website, we’ll first take your content and put together a wireframe to show you what will be included and how the user will move through it. Once agreed, our skilled designers will put together an engaging design that will take the visitor through your content on a seamless journey, presenting them with appropriate call to actions throughout.
- How many images will I need per page? This will very much depend on the amount of copy you have, but as a rule we work to 1 per paragraph. In addition, we’ll have a banner image which will often be a full width image on the page. Providing your imagery upfront will allow us to build it in at the wireframe and design stages and explore how we can use it across your new website. In some cases, we might not use it all however, it’s far better to have too much than too little. We may even add them into a carousel to show all of your great photography!
- What do I write about? When writing your content, think about the person reading it. They want to understand that you know what you’re talking about and that you’re an authority on this topic/product/service. Your writing needs to be informative, persuasive, and engaging. You should focus on how you can help, what the user might need to know, etc, focusing on specific keywords. We often advise our clients to go back to basics and imagine you are describing the product/service to someone who has never heard of you or your business and has little to no prior knowledge.
