Investing in Website Copywriting vs. Web Design

I often find myself on calls with CEOs, business owners, or marketing leaders discussing websites — specifically, whether to prioritize stunning design or compelling content. When budgets are tight (and let's be honest, when aren't they?), this decision is often the biggest hurdle to overcome before signing on the bottom line and getting started with an agency.

It's not surprising that many of my C-suite clients initially lean toward prioritizing design. After all, you want your business to look legitimate, professional, and established.

But I've got a secret — Google's algorithms (and the emerging Generative Search engines) don't care about your beautiful animations or stunning color schemes. At least, not as much as they care about your content. And truthfully, I've watched countless gorgeous websites sit with low (to no) traffic while simpler, content-rich sites drive real business results. 

The real numbers we've seen behind content-first investment

In my experience working with marketing teams across industries, I've consistently observed that content drives organic traffic at a fraction of the cost of paid channels. When my clients are forced to choose between content and design, here's what I tell them:

• Since most of the B2B sales process (83%) occurs before a prospect ever reaches out to you, content marketing is the necessary touchpoint to not only generate leads but to nurture them as well.
• The content we create today will still drive traffic years from now — we have clients getting some of their highest engagement from blog posts we wrote five years ago.
• I rarely see great design compensate for poor content, but I've watched stellar content perform brilliantly even with basic design templates.

What I tell marketing teams about implementation

When marketing teams come to me for advice, I share what I've learned from overseeing hundreds of website projects.

The gold standard: synchronized content and design development

I've seen the magic that happens when companies can invest in content and design simultaneously. This isn't just about having a bigger budget — it's about understanding how these elements work together to create something greater than the sum of their parts.

When we develop content and design in tandem, I've seen projects move faster and deliver better results. Here's what this process allows when completed simultaneously:

• Content writers and designers collaborate from day one, sharing insights and inspiring each other's work
• Designers create and evolve wireframes as content takes shape, ensuring perfect alignment
• User experience decisions are made with real content in mind, not "lorem ipsum" placeholders
• Navigation and site architecture emerge naturally from content needs
• Brand voice and visual identity grow together, creating a truly cohesive experienceSat

You can always plan a design phase II

Here's what really excites me about a synchronized approach: it creates the perfect foundation for more advanced features. When we build this way, we can more easily add to your website design and functionality in the future, including:

• Interactive assessment tools
• Custom calculators
• Quiz modules
• Personalized content experiences
• Dynamic data visualizations

These elements work better when they're part of a Phase II because they're built on a foundation where content and design are already in perfect harmony.

And if you can truly only afford one...

"If I can only afford one, which should I choose?"

My answer is always the same: Start with content. You can enhance design incrementally, but you can't attract and convert customers without compelling content. In these situations, I tell decision makers:

• Nail down your core messaging and value proposition
• Develop the essential content that drives conversions
• Use a professional website template temporarily (I can recommend several that work well)
• Track content performance to inform future design decisions

Google's algorithms don't care about your beautiful animations or stunning color schemes. I've watched countless gorgeous websites sit empty while simpler, content-rich sites drive real business results.

When you focus on content first:

• You immediately start gaining traction for SEO/GEO, while design-only sites don't make nearly as much progress
• You'll see value and engagement from day one
• The data gathered informs smarter design investments later
• Revenue opportunities emerge sooner
• The overall project risk drops significantly

Make content updates easy with HubSpot CMS

Now's my chance to tell you that the biggest decision you make during your website journey might not even be about whether you invest in design or content first, but rather where your website will live — your Content Management System (or CMS).

As a HubSpot Partner, we are obsessed with HubSpot CMS — and for good reason. Unlike some complex enterprise systems that require technical knowledge for basic updates, HubSpot CMS makes ongoing content management straightforward.

With HubSpot CMS:

• Content editors can update copy without touching design elements
• Marketing teams can publish new blog posts and landing pages using existing templates
• Teams can quickly A/B test different content versions to optimize performance
• Built-in SEO tools help ensure new content follows best practices

This ease of content management becomes especially valuable once you've validated your content strategy and are ready to scale your efforts. Your team can focus on creating and optimizing content rather than wrestling with technical challenges.

That means that everything you write, from your footer to your service pages, are accessible with a few clicks (rather than locked away by your agency, preventing you from doing anything without their assistance). 

Just remember: Even the most user-friendly CMS won't compensate for weak content. Start by developing a content strategy, then choose tools that make it easier to execute that strategy effectively.

Thinking about a website refresh (or overhaul)?

For over a decade, I've been guiding everyone from Fortune 500 companies to ambitious startups through website transformations. And the most successful websites I've helped build weren't necessarily the ones with the biggest budgets — they were the ones that started with a clear strategy and stayed committed to serving their users' needs.

Want to discuss your specific website needs? Feel free to reach out. I'm always happy to share what I've learned from helping companies navigate these decisions. Otherwise, here are some smart budget tips so that you can get the most for your money when you decide to pull the trigger.