Content vs. Design: What Comes First in a Website Update?

It’s the “chicken or the egg” dilemma.

You’re getting ready for a massive website overhaul. You have hundreds of pages to sift through, new pages to create and vendors to interview.?

As you prepare to start the project, the question comes up: What should come first,?design or content?

This may sound rich coming from a content queen, but content comes first. Let me explain why.?

Why Content Guides Design

With so many moving parts involved in a website redesign, from web strategy to design to development, content is often an afterthought… but it shouldn’t be.?

1. Content drives conversion on your website. It’s your content’s job to pull in readers, keep them engaged, answer their questions and build a relationship. Conversion is a direct result of the words on the page —?not the container they’re presented in.?

1. Content does the heavy lifting when it comes to SEO. The pages on your website don’t only need to speak to readers; they also need to ‘speak’ to search engines through SEO-friendly formatting, strategic keyword use and following E-E-A-T.
2. Effective content starts with your messaging strategy. Your brand’s key messages and stories should guide your content, not aesthetics. This helps you keep communication aligned across platforms and it keeps you focused on the messages that matter.?

Starting with content lets you create webpages that are built to convert, naturally optimized for search and rooted in your messaging strategy.?

This isn’t to say that design isn’t important. Web design has a major impact on UX and website performance, and it makes your website easy to read, navigate and engage with. Design is the container that allows your content to succeed.?

But even the best design can’t compensate for poor content.?

We’ve all seen what happens to websites when content is considered last. Squeezing content into premade wireframes or rushing to write it in the 11th hour comes at a massive cost:?

• Losing traffic to competitors.
• Confusing or turning away leads.
• Updating your website all over again.?

It pays to prioritize content during your website redesign process.?Take it from Account Manager, Madeleine Schroedel :

How to Prepare for Your Web Content Rewrite

So how can you create website content that hits the mark? Here’s how to prepare for the process:?

1. Pull in stakeholders: Inform teams and strategic leaders about the changes taking place on your website and why.?
2. Audit your website: Assess your website at the page level and determine what is and isn’t working.?
3. Create your sitemap: Map out the new structure of your website and how pages will be connected.?
4. Document your messaging: Create and document your personas, messaging architecture and brand voice.?
5. Write content briefs: Include key messages for each page, keywords and calls to action.?
6. Set your timeline: Create a realistic timeline, accounting for the foundational prep work you’ll complete in the beginning.?

Read our latest blog to learn more about preparing for your hospital website redesign. Or reach out to Aha Media Group for support throughout the process. I'd love to help!