Copywriting, funnels and conversion
There is a perceived risk with the best practice of ‘copy first, design second’, that nothing will be built until the discovery process is complete, the sales funnels have been designed, and all the copy has been written. Development delays could be costly and this often causes business owners to simply rush ahead with the design. Most websites are built ass-backwards. The copy becomes a handicapped afterthought at best, crafted to fit into the limitations of a fully baked design. Losing sales due to skipping the strategy phase is the real cost.
Having been a part of more than 1,000 website projects, spanning more than two decades, I always prefer to complete an initial round of discovery, to determine exactly who your target customer is; then design the customer journey/sales funnel(s) to convert your target audience, and finally map out the content/SEO strategy that will generate the traffic you need to achieve your sales objectives. But once we know exactly what we’re building, it’s full speed ahead; we can begin work on the website development, writing the copy and creating some initial content, all at the same time.