Profitable websites are designed around a customers’ journey / sales funnel, with an SEO / content strategy to drive traffic
Most websites are built based upon the likes and dislikes of the owners, tendered out to one of the lowest bidders. Some mention may have been made about the platform being “SEO-friendly”, so the stakeholders mistakenly believe the site will automatically deliver a steady stream of new buyers.
But there’s typically no traffic or conversion strategy behind these website designs at all.
Often the very same content that failed spectacularly in the old site is pasted right back into the new one; so consequently the new site fails to deliver any return on investment… ever.
Copy should always lead design. I believe design must be functional; it exists to support your company’s sales funnel and traffic building strategies.