You’re ready for a whole brand refresh, but what’s first, the copy or the design? 

A general rule of brand building is that copy always comes first.

If you’ve reached out to a website designer, they’ve likely asked you about the stage of your website copy:

Are you working with a copywriter?

Is your copy ready?

When is your copy due?

In short, your designer can’t design without your words. And if they have to, you could be doing your website a disservice.

Let’s explore the relationship between your website copy and design and why you need to speak with your copywriter first before your designer.

Why does website copy come first?

Website copy dictates design. Your words are what engage your audience and sell your services. Yes, your design is super important. But if you have a beautiful design and poor copy, your potential clients aren’t going to take action.

Your words should guide your readers through your website, and your design is there to assist with this.

Every copy and design relationship is different, but for those, I work with, my copy lays out structural suggestions for designers. I’ll indicate the order of the copy and call to action, but it’s up to the designer to position these on the page (and make them look pretty!)

Remember, copy is the foundation of all your branding and marketing efforts.

What your designer will do if your website copy isn’t ready yet

There are times when businesses approach designers without their copy and the designer will still serve them. In these cases, your designer will use an existing copy you have or lorem ipsum as a placeholder. However, as a copywriter, I highly recommend preparing your copy in advance, so you know your design complements the direction of your messaging.

using a website template?

You want to work with a copywriter, but you’ve got your heart set on a stylish and sophisticated Tonic template? No problem!

Sometimes having copy before the design isn’t possible, and in those circumstances, there are ways to work around this.

Speak to your copywriter about your website template and invite them to view the pre-established structure.

If my clients are working with a template, I’ll always ask them to share this design with me and let me know how much customisation it allows. From here, I’ll craft their copy within the wireframe, maybe suggesting a few tweaks if necessary.

Updating your copy but not your design

There are times when your copy feels outdated and not in alignment with your brand, but your design still appeals to your ideal client. Similarly to working with a template, your copywriter will work around your design but might suggest a few minor changes to make sure your messaging is positioned correctly and your customer journey flows as intended.

I’ve spoken to some wedding & event business owners who are reluctant to update their copy because they don’t want to alter their design. Sticking with your outdated copy because you want to maintain your design can dilute your message, limiting connection, and reducing conversion.

If you know your copy isn’t working but you want to keep your design, speak to your wedding copywriter. They’ll understand your frustration and work with you to make the most out of your design while enhancing your voice and message.

When to reach out to your website copywriter and designer

Whether you’re collaborating with a copywriter and designer, or just a wedding & events copywriter, it’s important you reach out asap. Service providers tend to book out in advance, so even if you’re not planning on working with them for a few months, it’s still a good idea to pop into their inquiry box and express your interest in working together.

Because copy always comes before design, you can reach out to your copywriter first or both providers at the same time. If you reach out to a designer, they will ask you about your copy, so it’s a good idea to address this beforehand to save time and reduce admin.

Copy and design are the perfect pairings. And ultimately, you need both for a strong brand identity. However, you don’t have to update both elements of your website at the same time. If you feel your website isn’t converting well and gaining your bookings, it’s highly likely due to your words rather than the imagery. Design caches attention while copy leads to conversion.

The best way to determine whether your copy isn’t converting is to speak with a professional copywriter. Book a free consultation call and determine whether your words are holding your business back.

If you’re searching for the perfect design pairing for your website & copywriting, send me a DM- I have lots of wonderful recommendations!