Web Copy vs. Design: What Should Come First?
Willow Tree Team
June 3, 2025
The Classic Chicken-or-Egg Question
When building a new website, most people ask: Do we start with the design or the copy?
And the answer—like most strategic decisions—is: it depends on your goals. But here’s our stance after years of building conversion-first sites:
Copy should lead the way.
Why Copy Comes First (Most of the Time)
Your web copy is what sells. It’s what speaks to your audience, moves them emotionally, and gives them a reason to take action. Design brings the words to life. It creates visual flow, reinforces key points, and adds clarity. But without strong messaging, even the most beautiful website falls flat. Here’s what happens when you do copy first:
• Your layout is guided by actual message flow
• Headlines are written for conversion, not just aesthetics
• There’s no awkward backfilling of text into a pre-made design
That’s not to say design isn’t crucial. In some cases—like portfolio sites or photo-driven brands—design leads. But for service-based businesses, strategy + copy should be the foundation.
Our Process: Collaboration from Day One
At Willow Tree, we don’t silo our creatives. Writers and designers work side by side from the start, mapping the user journey together. That’s how you get websites that feel seamless—where story, structure, and style are aligned.
Want to start with strategy? Let’s map your message and build something that works.