How to Prepare Content Before Web Design? Practical Guide

Preparing your content before starting the design phase is the most critical step to avoid project delays and unexpected costs. When you send unorganized images and incomplete copy, the project quickly gets stuck in endless revisions. Here is everything you need to know to deliver the right content from day one.

Why can't the designer write the copy for me?

The designer creates the visual architecture and user experience, but you know your business, clients, and actual numbers best. A specialist in graphic design will structure information logically, but cannot guess your pricing strategy, service guarantees, or technical specifications. If you use placeholder text (Lorem Ipsum), you risk breaking the visual layout once the final copy is inserted. For instance, a 3-word headline looks completely different from a 12-word one. Content dictates form, not the other way around. If you need support with structure or AI search visibility, you can apply GEO / AEO / AIO optimization principles directly within your copy.

What file formats should I send for images and logos?

Images should be delivered in high resolution (JPG or PNG at a minimum width of 2000px), while branding elements must always be in vector format. Delivering the right files saves dozens of hours of back-and-forth emails. To ensure a presentation website loads fast and looks crisp on Retina displays, follow these specifications:

• Logo: SVG, EPS, AI, or vector PDF (not a screenshot or JPG extracted from Word).
• Product/Team Photos: JPG or WebP at 72–150 DPI, without aggressive compression.
• Graphics and Icons: SVG or transparent PNG at a minimum of 1000px.

Avoid generic filenames like "IMG_001.jpg"—instead, use descriptive names like "sales-team-2024.jpg".

What is the best format to submit copy for a website?

Submit your copy in a single Google Docs or Word document, clearly structured by pages and sections, without complex custom font formatting. The easiest method is creating a shared Google Drive folder with one document per page (e.g., "Home", "About Us", "Services"). Use clear heading tags (H1, H2, H3) and add brackets for designer notes, such as [INSERT BUTTON TO CONTACT PAGE HERE]. If you have an established brand guidelines document from a prior visual identity project, specify your tone of voice. Do not send copy typed into the email body, embedded in images, or inside scanned PDFs.

How much content do I need for each website page?

An effective service page needs 400–800 words, while the homepage requires 600–1200 words structured into clear visual blocks. Your content must provide real value without overwhelming the reader. Each primary page should include:

• Clear headline and unique value proposition: What you do and for whom (within 3 seconds).
• Concrete benefits: 3–5 key highlights supported by facts or data.
• Social proof: Testimonials, mini case studies, or business metrics.
• Call to action (CTA): A clear prompt directing users to contact or purchase.

Writing under 200 words per page makes the site feel incomplete and hinders proper search engine indexing.

Where do I get images if I don't have professional photos?

You can use a mix of premium stock platforms and custom graphics, though authentic photographs of your business are always best. If your budget doesn't cover a custom shoot initially, select high-quality stock imagery that doesn't look staged. Avoid generic corporate photos of people in suits shaking hands in sterile rooms. Look for natural lighting, real textures, and color tones that match your visual palette. A designer can also create custom vector graphics, custom icons, or 3D assets to replace generic stock photos. In my portfolio, you can see projects built with both real photography and dynamic graphic assets.

How should I prepare the menu structure and sitemap?

Your sitemap should be structured as a simple hierarchical list, keeping your main navigation menu to a maximum of 5–7 items. Users do not have the patience to dig through complex menus with 3 levels of subcategories. Create a text file listing primary and secondary pages:

• Main Menu: Home, Services, About Us, Portfolio, Contact.
• Submenus: Under "Services", list dedicated landing pages (e.g., logo design, web design, packaging).

The flatter your structure (maximum 2–3 clicks to reach any detail), the higher your conversion rates and mobile usability will be.

What happens if I change content after the design is approved?

Modifying copy or page structure after visual layouts are approved results in extra costs and project delays. Replacing a 20-word paragraph with a 200-word block forces a full redesign of the page layout. The designer must readjust white space, font sizes, image alignments, and mobile responsiveness. If the site is already in development, copy changes require direct coding edits. To avoid bottlenecks, ensure all submitted text is proofread and signed off by key decision-makers beforehand.

How should I prepare testimonials and client logos?

Collect genuine testimonials with full names, job titles, profile pictures, and links to the client's website or LinkedIn profile. Generic quotes like "Great service! - John" carry zero credibility. Gather 3–6 detailed reviews explaining the client's initial challenge and the concrete results achieved after working with you. Obtain written permission to use their names and pictures. For client or partner logos, request high-res vector files (SVG or transparent PNG). Strategically placed proof elements increase visitor trust by over 40%.

What materials do I need for portfolio or case study sections?

For every portfolio project, you need a brief summary of the challenge, your solution, and at least 3–5 high-quality visuals. An impactful case study is a story about value delivered, not just a photo gallery. Prepare a text file for each project structured into three parts: Objective, Solution, and Results (metrics, sales growth, or feedback). Include high-resolution process images, final product mockups, and real-world usage shots. For print or packaging, physical production photos add immense credibility.

What's Next?

If you have an upcoming project and want to build a high-performing website or clean brand identity, the first step is an organized discussion around your content. Thorough preparation saves time, money, and frustration for both sides. If you have your text and structure ready—or need guidance getting them in order—send me a message via the contact page. We will review your materials together and define the most effective visual strategy for your business.