This is usually when the copy-versus-design debate starts. Should your designer wait for the words, or does your writer need a layout to work with? It’s a question that stalls plenty of projects before they even get going, but honestly, it misses the point.
The real question is what you do before you think about copy or design. It’s what actually sets your website up for success. Let’s break it down.
To explore this question properly, I’ve brought in Petra Smolcic, founder of Petra Designs and a UX speaker who’s built a community of over 8,000 designers on Instagram.
My background is in branding and emotional connection; Petra’s is in user experience and making complex digital systems feel effortless. We approach websites a bit differently, but we’ve arrived at exactly the same conclusion.
Why starting with design misses the point
For years, most people started with design. The designer would create a layout, then hand it over for the copywriter to fill in the blanks. It sounds efficient, but it’s actually backwards.
If you design before you know what you need to say, you’re guessing at things like headline space, mood, and how much room each section needs. Design isn’t just about looking good. It’s there to help people understand, feel something, and take action. When you try to squeeze copy into a layout that wasn’t built for it, something always feels off.
I used to think that was just a people problem. It’s not. It’s a process problem.
Why starting with copy isn’t the answer either
Switching the order doesn’t fix things either. If your copywriter doesn’t get your mission, your audience, or what makes you different, they’re just as stuck as you are. Hoping design will rescue weak copy isn’t a plan. It’s just wishful thinking.
There’s another piece most people miss, and Petra points out:
A website isn’t just copy and design. It’s a marketing tool. And according to Forrester, a site that prioritises user experience can have a visit-to-lead conversion rate more than 400% higher than a poorly designed one.
So in short:
- Copy helps your ideal customer feel understood.
- Design builds trust and sets the mood.
- UX makes sure people can find what they need quickly and easily.
Leave any one of these out, and your website won’t do its job.
The best starting point is strategy
Before you write a single word or open any design tool, you need answers to the questions that actually move the needle:
- What does this brand stand for?
- Who is your audience, and what do they already believe?
- What objections will they have to buying from you?
- Where does your brand sit relative to competitors?
- What brand personality and mood should the site create?
Petra always asks one more question before anything else:
What is the goal with the website? What are you trying to achieve with it?
It sounds simple, but it forces you to get clear. A website without a real purpose is just digital clutter. You need goals you can measure—like more leads, more downloads, or building your reputation—so you know if it was worth building in the first place.
Before either of us starts a project, we run a strategy session. I dig into what makes your brand stand out. Petra maps out the user’s journey and spots where things might get stuck. Together, this gives both the writing and the design a clear direction.
You see, strategy isn’t a nice bonus. It’s the foundation for everything else.
The workflow: Sitemap, copy, design, then back-and-forth
Once the strategy is in place, the order becomes straightforward:
- Start with the sitemap. Work out which pages you need and what each one is for. Petra also defines page types here—static pages for legal info, dynamic pages for blogs and case studies, and landing pages with sign-up forms. Thinking in templates now means your finished website is something your team can actually manage and update themselves.
- Next, focus on copy and user flow. I write the words in a Google Doc before touching any design tools, always thinking about your audience and what will move them to act. Meanwhile, Petra creates wireframes of main pages, writes copy or copy suggestions in the wireframes so the design supports the story the copy is telling.
- Design comes last. Only then does the visual work begin, because now it has a foundation and a clear goal.
But this isn’t a one-way street. Design often reveals things you can’t spot in a document. A headline that sounds great on paper might be too long on the page. Copy that reads well in a doc can feel heavy when you see it laid out.
There’s always some back and forth, and that’s a good thing. It’s about making sure the words and visuals work together to create a seamless experience.
What this means for your website project
If you’re about to start building your website, here’s what you should do:
- Start with strategy. Get clear on who you’re talking to and what you want them to feel before anyone writes or designs a thing. If your designer or copywriter isn’t asking these questions, find someone who will.
- Write with intention and as if you’re speaking to one person. Your copy isn’t just there to fill space. It’s your chance to show people why they should choose you. Treat it like a personal letter to your ideal client, even if thousands read it.
- Expect to make changes along the way. Copy and design shape each other. Treat them as a team, not a checklist, and you’ll end up with something much stronger.
So, should you start with website copy or design?
The answer is neither. Not until you’ve sorted out your site’s strategy and goals. Once that’s clear, copy leads by setting the story, design follows to give it structure, and both are refined together until the words and visuals work as one and the experience feels seamless.
Get that right, and your website becomes a marketing tool that actually works for you.
Do you want that for your own website?
If you want your website’s strategy, brand, copy, and design handled as one joined-up process—without hiring an agency—that’s exactly what I do. See how I work.
If you need a more complex UX/UI system, such as membership websites, web applications or a design system that combines it all, Petra Designs might be a better fit.
FAQ
Should I hire a copywriter or designer first?
Start with whoever does strategy first, whether that’s a brand designer, a copywriter, or a dedicated strategist. The title matters less than the process. Look for someone who asks questions before touching visuals or words:
- What does your brand stand for?
- Who are you talking to?
- What do you want people to feel and do?
Get that foundation right, and after that, design and copy can work together.
Do I even need a website if I’m already on social media?
Yes, because social media and a website serve very different purposes. Social media builds awareness, but you don’t own it. A website is fully yours. You control the experience, guide people through the journey you want them to take, and decide exactly what they see, feel and do next.
Here are more reasons why your business still needs a website in 2026.
What makes a website convert?
A website converts when copy, design and UX work together toward the same goal. Copy speaks to the right person at the right moment. Design builds trust and guides the eye. UX makes sure nothing gets in the way. Get all three aligned, and your website starts doing the work for you.
Here are 10 tips to design a business website that converts.
How do I make my website feel like my brand?
Your website should feel like a natural extension of your brand—visually, in tone, structure and experience. That means using your brand colours, fonts and imagery consistently, but also writing in your brand voice and designing in a way that reflects your values. When it all comes together, visitors instantly get who you are.
Here’s how to create a branded website in more depth.
Title image by Teona Swift
