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SchoolWorks: Content-First Design

Sep 27, 2024 | Mike McKenna

How a content-first approach led to a successful redesign

We recently completed a successful website redesign project for our client, SchoolWorks. Perhaps the one thing that stands out the most for me in this process was how well we stuck to the plan of following a content-first approach. By committing to–and sticking with–the belief that website redesigns need be done with a content-first approach, we were able to ensure:

  1. Clarity of Message: When you start with content, you're forced to clarify your message from the get-go. This clarity carries through to the final product, resulting in a website that communicates effectively.
  2. User-Centric Design: Content-first design naturally aligns with user needs. Remember, great design is the vessel through which content is delivered–not the other way around.
  3. Improved SEO: Search engines prioritize content. A content-first approach ensures that your site's structure and hierarchy are optimized for search from the ground up.

Designing without content is like building a house without knowing who's going to live in it. You might end up with an attractive structure, but it may not be functional for its inhabitants. Some common issues:

  1. Mismatched Layouts: When design comes first, you end up with awkward spaces, truncated content, or worse - important information getting cut off entirely.
  2. Inconsistent User Experience: When content is an afterthought, the user journey often suffers. A gorgeous design that fails to clearly convey your message will lead to users leaving.
  3. Inefficient Development Process: Designing without content often leads to multiple revisions once the actual content is in place. This back-and-forth is time-consuming and costly, both in terms of resources and team morale.

Embracing the Content-First Mindset

So, how do we shift to a content-first approach? Here are some strategies:

  1. Start with a Content Audit: Before you even think about design, catalog all your existing content and identify gaps in your message and tone.
  2. Create a Content Strategy: Define your key messages, target audience, and content hierarchy.
  3. Develop Content Prototypes: Use simple wireframes or even a simple document to lay out your content structure.
  4. Collaborate Early: Get your content creators, designers, and developers talking from day one.
  5. Design Flexibly: When you do move to design, create flexible templates that can accommodate various content types and lengths.

The Bottom Line

A content-first approach might seem like more work up front, but it pays dividends in the long run. You end up with a website that not only looks good but effectively communicates your message and serves your users' needs.

Remember, your website is ultimately a communication tool. By prioritizing your message and letting design serve that message, you create a more cohesive, effective, and user-friendly digital presence. And in today's crowded digital landscape, that's not just nice to have - it's essential for success.