In the last decade, significant enhancements have been made in how we build and interact with websites. As developers, we use frameworks for everything to speed up the process. As graphic designers, we have learned to work with the unique challenges of the web and incorporate good user interface design techniques.

And while the conversation surrounding those aspects of our business will continue, the topic of content seems to be making its way to the forefront, largely driven by the content first movement and the emerging field of content strategy. And, to my mind, it’s about time.

Content First

We’ve built plenty of websites. We’ve worked with many types of clients. We’ve collaborated with web professionals in various fields. We’ve worked in various processes. And the one thing I can say for certain in all of that is the projects where the content and architecture were finalized before anything else got started, were by far the most successful.

And there is a good reason for this phenomena—your content really is your website. It is the thing that drives all other aspects and should inform all other decisions.  And yet, standard operating procedure seems to be to develop the content last.  Sure, you’ll be working from some speculative site-structure and proposed content. But you may as well be designing Macy’s fall collection for the housewives of Mars.

In the process of developing your content and organizing it, it will change. It will change a lot. Bits that seemed important will turn out to be unnecessary and get dropped. That is fine. It is all part of a healthy revision process that leads to good content. But when it becomes a nightmare is when you are trying to build a website while all of that is happening. It is like trying to hit a bullet with a moving target. Inevitably, you will have solved some particularly difficult challenge about a part of the site that just got the axe.

Wasted time. Wasted money. Frustration. And all of it can be avoided.

Think about the difference between working on a first generation site and a second generation site. Second gen sites are almost always better. One reason for that is that the content is already done and you can design around it. Another reason is that people have used the site and discovered it flaws. But the content can be completed and tested before the website is produced. So, shouldn’t it be?

It’s time we put content first. Develop good content and let in inspire the rest of the site. And get it done before you ask anyone to do anything else.