Never design before you know the content
Clients are understandably eager to discuss design details right out of the box. But it is difficult to begin sketching together a page until the designer has a clear idea of what the content will be. And beware the designer that says differently.
The bald truth is that of the 4 elements to web design – content, usability, appearance (design), and visibility – content must come first.
This doesn’t necessarily mean that every word needs to be written before you begin briefing your designer, but you should at least know the goals and purpose of the website. Additionally, you should have a clear sense of the ‘containers’ that you’ll want your designer to build to hold the future content.
For example, is the key driver of the website to make your catalogue available online? If so, how large will each entry be – and will they be static or updatable according to season or sale? What about links to product demonstration videos, or online customer service options to help shoppers choose? Will clients be able to rate products or offer detailed reviews of the items?
The web developer has capabilities to make your website sharp, easy to use and easy to find. But it has to start with the content. For a great case study in how content can be turned into a fresh, dazzling and brand-driven website, see Wiliam’s feature on the dancewear retailer Bloch here.
