The Success Sequence for Creating a Better Website

This is a safe place, right? A judgment-free zone? A space where I can tell you my absolute #1 red flag trait?

I sure hope so, because I have something to get off my chest:

I’m more of a last things first girlie. 

(Which, if you ask anyone who reads their books front to back or watches TV shows in the order they aired, is “annoying” – source: my husband)

But if you ask me – the finishing touches of a project are the absolute best part, so why on earth would I wait to enjoy them?

And *usually,* I can enjoy my chaotic approach to things with zero consequences (let me assure you that my newborn son did not, in fact, care that we watched season 5 then 1 of Girls while snuggling and nursing) – but the one place I flat-out refuse to give in is my clients’ websites.

Because if you don’t go in the right order when creating your website – you end up with a mess. So here, I’m sharing the mess-free approach to creating your website that ensures infinitely better results than jumping straight into design.

Which Comes First, Copy or Website Design?

The ultimate goal of your website is to inspire your audience to take action – whether that’s inquiring about working with you, buying a product or course, or subscribing/joining your newsletter.

Because here’s the thing: A beautiful website that doesn’t bring in traffic & clients is a bad website.

And while website design is essential to setting the immediate vibes, grabbing attention, and presenting your copy – the copy itself is what actually drives conversions. 

In a perfect world, this is the order you’d tackle things:

#1 | Brand & Messaging Strategy

Your brand goes far beyond a simple logo – it includes things like your positioning and brand voice (how you market & talk about your business), values, and yes, the visual elements like colors and typography.

Every. Single. Element. Should be crafted with your target audience and positioning in mind, which is why foundational strategy is the first step. 

This includes:

• Who your target audience is, and what they need your help with
• The tangible benefits they’ll receive by working with or buying from you
• Why & how they make buying decisions
• Your business’s mission, values, and other core principles

This is usually a great jumping-off point to revisit your offer suite, newsletter, and other core content pillars that will ultimately get showcased on your website!

#2 | Website Strategy, Copy, & SEO

Both a website designer and copywriter can (& should) weigh in on what pages your website needs – and every page will need copy, of course.

Starting with copywriting gives you a stronger website overall, and ultimately saves you time in the long run. If you’re working with a website designer, they won’t have to guess at how many sections you’ll need and how much space to leave for words – they’ll know exactly how to style the words that will ultimately encourage action with your readers.

If you’re starting with a website template, I recommend choosing your template early and sharing it with your copywriter so they can keep the format and structure in mind, and maximize the space available!

(Orrrr, get the best of both worlds by choosing a website template on Showit that’s super easy to customize no matter the copy you add)

#3 | Visual Identity

If you’re having your brand designed as part of your larger website project, I like to do this at the same time or slightly after copywriting – because often, the copy helps build the brand concept and creates more ideas for things like custom icons or illustrations.

Want to see a brand with custom icons? Click here!

#4 | Website Design

Now, it’s finally time to create your website – and it’s about a million times easier with infinitely better results if you have copy and design elements in hand. 

If you’re hiring a designer to create your website, you’ll typically need copy in hand before your project starts (another point for a copy-first approach). 

If you’re DIY-ing, it’s also way easier to get into a flow when working off a copy doc – much less guessing what to say where, much more actually fun parts of design like moving things around and making them pretty. 

Here’s my take on who to hire first.

If you’re just starting your business or have a limited (read: $0) budget for your website, you’ll want to start with a Google doc, your target audience, and resources like free copywriting guides (like my tips for writing the best About and Services pages).

If you have some budget for your project (enough to hire out one aspect of your website) – I recommend hiring a website copywriter who includes a wireframe (AKA – preliminary visual layout of your website) that you can easily DIY-design or incorporate into a website template.

But if you’re going big with your project? Hiring out custom copywriting and website design is the best way to get a better ROI – and ensure your website is attuned to your audience down to the pixel. And bonus: Website copywriters and designers freaking love each other – so starting with the right copywriter will often lead you to the best designers by default.

Want more helpful content like this? 

Subscribe to my newsletter, The Rough Draft, and meet me in your inbox every Thursday for more stories + strategies for standing out online.