It’s tempting to jump straight into design, but a high-performing landing page starts with strong messaging. A page that resonates with its audience prioritizes the message first, ensuring the design enhances—rather than dictates—the content. While visual layout is important, content should shape the structure and guide the user toward action.
Many marketers and designers treat copy as an afterthought, filling in text after creating the layout. This often leads to forced messaging, awkward phrasing, and missed opportunities to connect with visitors. When copy comes first, it allows for a more strategic approach, ensuring every word is intentional and serves a clear purpose.
A copy-first approach also establishes the foundation for the rest of the page. It defines the key selling points, addresses audience pain points, and creates a logical flow that leads visitors to take action. Instead of designing blindly and hoping the right words fit, starting with copy ensures that design and messaging work together seamlessly to engage and convert users.
Why a copy-first approach works
Copy drives the message and narrative
The core purpose of a landing page is to communicate a specific message and prompt visitors to act. Writing copy first ensures a clear, compelling story without being constrained by design elements. When the message is developed before the design, a stronger narrative flow leads visitors naturally through the page. This approach ensures that every section has a clear purpose and supports the ultimate goal—capturing leads, driving sales, or encouraging sign-ups.
Copy informs design decisions
Design should support the message, not the other way around. Writing first allows designers to create layouts that enhance key messages rather than forcing content into a pre-existing design. For example, if a landing page emphasizes a unique value proposition, the design can highlight that message through contrast, typography, or callout sections. When copy drives design, the final product feels intentional, with visuals reinforcing rather than competing with the message.
Facilitates better collaboration
A copy-first approach strengthens cooperation between writers and designers. Designers can build around the messaging, ensuring a cohesive and user-focused experience. Designers can make informed decisions about space allocation, hierarchy, and visual emphasis with a well-structured copy document. This synergy reduces back-and-forth revisions and fosters a more integrated creative process in which both teams work toward a common goal.
Good for efficiency and project management
Starting with copy streamlines the process, making aligning with campaign goals, sales funnels, and timelines from the outset easier. With the messaging framework in place, stakeholders can provide early feedback, reducing the risk of costly redesigns. Additionally, developers and marketing teams can begin working on other campaign elements while the design is refined, leading to a more efficient workflow.