This article is written by Jeremy Johnson, co-founder at Rocketspark. For the first 10 years of Rocketspark, they completed web design projects for clients alongside building their website builder software. This article references some of their experience from a decade of working with client projects.
When kicking off a website project, should you dive straight into design, or should you get the content sorted first? Clients are often in a hurry to see some visuals and can put a lot of pressure on designers to jump into creative ideas while downvaluing the importance of content.
It might be tempting to focus on the visuals first, but here’s the problem—if you present a concept with placeholder text or unfinished content, clients can struggle to imagine the final result. Instead of seeing the design’s full potential, they get stuck on the content. If you lose their trust at the start of the project, it’s hard to regain that.
And if that first concept doesn’t wow them? They might start second-guessing your recommendations, leading to more revisions, more back-and-forth, and a longer, messier process. Once you lose control of the project, it’s unlikely the end result will be something you want in your portfolio.
On the flip side, when content is approved first, the first concepts will feel more familiar to the client, and feedback more constructive. Instead of trying to comprehend wording ideas, colours, and layout all at once, clients can focus on how the design supports the message they approved previously.
Who should write the content?
Once you’ve decided to lock in content first, the big question is—who actually writes it?
Option 1: The client writes it (not recommended)
✅ No extra cost to the client.
❌ It will likely delay the project.
❌ The content might not be structured well for web design.
❌ Writing clear, engaging, SEO-friendly content isn’t easy.
We had some horror stories of waiting on content for literal years, so leaving the client to it isn’t ideal. If you ever do get the content, it will likely be poor quality and not structured well for a website.
Most clients don’t realise how tricky it is to write strong website content. If they’re left to do it themselves, there’s a good chance they’ll get stuck—or deliver something that doesn’t fit neatly into the design. We don’t recommend this approach unless the client has experience writing web content and a clear structure to follow.
Option 2: Hire a professional copywriter (the best option but more expensive)
✅ High-quality, structured content that’s designed for the web.
✅ Stronger messaging and better SEO.
✅ Saves the client time and stress.
❌ Adds extra cost, which can be a dealbreaker for some.
❌ Can extend the project timeline with extra back-and-forth.
“I had similar problems for years. Now I only take on a website project if the client is prepared to use a copywriter. Yes, I lose a few jobs, but I keep my sanity.” – Catherine Watson
If the budget allows, a professional copywriter is the best choice. They’ll craft content that’s clear, compelling, and structured in a way that works beautifully with the design. If your client is open to it, we can recommend a copywriter who suits their needs.
Option 3: AI-assisted content (with designer guidance)
✅ Helps clients avoid the ‘blank page’ struggle.
✅ Faster than writing from scratch.
✅ More budget-friendly than hiring a copywriter.
❌ AI-generated content still needs a human touch.
❌ Clients might over-rely on AI and miss personalising it.
“I would either encourage clients to work with a copywriter, or once they provide copy (not web formatted), I’ll use AI to help draft that into content for the respective pages. Lots of tweaking needed, but it allows the design to start.” – Kaylee Towers
“A copywriter is the best idea for all the reasons stated above. However… in almost all industries, websites use very similar content. AI, like the one built into Rocketspark, can generate the entire website for you and be pretty good out of the gate.” – Andrew Roughton
If you use AI to help clients get started, make sure you factor that time into your process. AI can create a great starting point, but you’ll still need to refine it—so it’s worth planning for that upfront. The upside? Projects keep moving forward, instead of stalling because clients can’t figure out what to write.
Keep some flexibility in the content
Locking in content before design makes everything easier—but it’s important to let clients know there might be some small tweaks when the content is placed into the design.
For example:
A heading might need to be shorter to fit neatly.
A paragraph might be easier to read if split into sections.
Some wording may need slight adjustments for clarity.
By setting that expectation early, you avoid pushback later. Clients will understand that these small refinements aren’t changes for the sake of it—they’re about making sure the content and design work seamlessly together.
A strong design brief makes all the difference
A solid design brief helps avoid surprises down the track. Before content or design begins, take the time to get client buy-in on:
✔ The website’s goals and priorities.
✔ Key messaging and tone.
✔ Page structure and content expectations.
✔ Design direction (brand guidelines, inspiration, etc.).
When clients have already signed off on a clear plan, the content and design won’t feel like a sudden reveal—they’ll feel like a natural next step.
How do I handle client pressure to start design without content?
If a client’s paid a deposit, it can feel tricky to hold the line on not starting the design without content. But setting clear expectations from the start makes all the difference.
The best way to avoid this situation? Make it part of your terms and conditions. That way, before a client accepts the quote, they know upfront that design work won’t begin until the content is ready. No surprises, no awkward conversations—just a smoother process for both of you.
Final thoughts
Getting content locked in before design keeps projects on track and makes for a smoother, more enjoyable process. But how you approach it matters.
Leaving clients to write everything themselves can lead to delays and content that’s tricky to design around.
A professional copywriter is the best choice for quality but adds cost.
AI can be a great tool for getting started, but you’ll still need to guide the process.
And while content should be approved before design, keeping a little flexibility helps ensure everything fits visually. A strong design brief and clear communication keep things moving smoothly—reducing revisions and making life easier for both you and your client.
By setting up the right process from the start, you’ll avoid endless back-and-forth, keep clients engaged, and deliver a website that looks great and works beautifully. 🚀