Developing a business website: Copy or design first?

Thinking about launching a new website for your business? While it’s exciting to see your idea and vision come to life, there’s a lot of work to be done before you hit the publish button.

Not doing the pre-work and rushing to get something online means you won’t be putting your best foot forward. Your business website is a marketing asset and must be built in such a way that it attracts your ideal clients on auto-pilot.

Developing a business website can be fraught with anxiety, obstacles and challenges that can cost you precious time and money – if you don’t plan it well right from the start.

Before you hire someone to build your business website, you need to decide: should you work with a copywriter first or a web designer?

Your website is a collaboration between words and visuals.

Both a copywriter and a web designer are crucial to creating a business website that’s functional, engaging, and aligned with your goals.

In this guide, I’ll walk you through the step-by-step process to take your website from idea to launch—and help you decide where to begin and how.

PS: This is a question I get asked by clients who want to launch a new website and are unsure about how to develop a website for their business.

Step 1: Define your goals and target audience

Before you involve anyone else, take a step back to clarify your goals and audience. Ask yourself:

1. What is the primary purpose of your new website? (E.g., selling products, generating leads, showcasing your portfolio).
2. Who is your ideal audience, and what do they need from your site?
3. What actions do you want visitors to take? (E.g., book a call, sign up for a newsletter, make a purchase).

My tip: Write down your top 2-3 goals and create a simple outline of the pages you’ll need, such as Home, About, Services, and Contact.

Step 2: Build a solid brand foundation before developing your website

Your new website should reflect your brand’s identity. If you haven’t already done this work, establish your brand’s:

1. Visual identity: Logo, colours, and fonts.
2. Voice and tone: Formal or casual? Expert or approachable?
3. Core message: What sets you apart from competitors?

Having these elements in place will make it easier for both your copywriter and web designer to deliver a website that works well.

Step 3: Start with a copywriter to clarify your brand message

Your copywriter is your go-to person for writing the words that will engage your audience and drive action.

Here’s why working with a copywriter first can drive success:

1. Messaging before design: Your website’s design should support its message, not the other way around. A copywriter will help you define the structure and flow of your site by building a site map.
2. Audience-centric content: They’ll create copy that speaks directly to your ideal clients—addressing their pain points and guiding them toward a solution.
3. SEO strategy: A good copywriter will optimise your site for search engines, ensuring your website gets found by the right people.

Example: If you’re launching a coaching business, your copywriter might come up with a compelling headline like, “Helping women over 40 build confidence and achieve their goals.” This gives your designer a clear direction for visuals that reflect empowerment and transformation.

Step 4: Work with a web designer to bring your vision to life

Once your copy is ready, it’s time for the web designer to work their magic. Here’s how they’ll design your business website:

1. Visual hierarchy: A designer uses layout, colours, and typography to guide visitors’ attention to the most important elements, like calls to action.
2. User experience (UX): They ensure your site is easy to navigate, mobile-friendly, and optimised for conversions.
3. Brand alignment: A web designer integrates your brand’s visual identity with the copy to create a seamless experience.

Example: For a photography website, your designer might pair your portfolio with minimalist copy and a clean layout, allowing the images to take centre stage.

Step 5: Collaborate for a seamless integration

The best websites are the result of collaboration between copywriters and designers. Here are some tips to ensure smooth teamwork:

1. Share information: Provide your copywriter and designer with the same brand guidelines, goals, and audience insights. A shared online folder works well.
2. Communicate: Encourage open communication between the two to avoid mismatches in tone or style.
3. Review together: Once the site is designed, review it with both professionals to ensure everything aligns.

Step 6: Test and launch your business website

Before you go live, ask your web developer to test your website to make sure everything works perfectly and provide you with a report. Or you can do this yourself.

Check for:

1. Broken links: Ensure all buttons and links work as expected.
2. Mobile responsiveness: Your site should look great on phones and tablets.
3. Load time: A fast-loading site improves user experience and SEO.

Finally, launch your website and celebrate! Why not create an Instagram reel to show it off online?

Don’t forget to promote it on social media, in email newsletters, and with your network.

My final thoughts

Deciding whether to start with a copywriter or a web designer depends on your priorities. If you want to ensure your message is crystal clear and conversion-focused, begin with a copywriter. If you already have a strong message but need help with the visual side, start with a designer.

Ultimately, the best approach is to work with both—treating your website as a team effort. When words and visuals work together, the result is a website that not only looks great but also drives the right traffic and results that matter to you.

Like reading this post? You might also like my chat with Josie Brown, a web developer on What you need to know before building a new website for your business.