All great landing pages begin with writing. While it may be tempting to dive straight into designing, a landing page that truly resonates with its audience always starts by focusing on the message, not the layout. Although it’s helpful to know how the page might look, content design should guide visual design by defining what needs to be communicated. A compelling narrative connects with the audience, directs them where you want them to go, and helps them take the desired action.
Why a copy-first approach works
Copy drives the message and narrative
The primary goal of a landing page is to deliver a specific message and direct visitors toward a particular action. Starting with the copy allows you to shape the story without being constrained by design elements.
Copy informs design decisions
Writing the copy first isn’t just about setting a direction for the design; it’s about collaborating with designers to create layouts and visuals that enhance and support the key messages rather than trying to squeeze the copy into a pre-existing design.
Facilitates better collaboration
A copy-first approach fosters stronger collaboration between copywriters and designers. Designers can use the initial copy to guide their creative decisions, creating a more cohesive final product.
Increases efficiency and improves project management
By starting with copy, you can streamline project management, making it easier to optimize campaign goals and sales funnels early in the process.