When to Hire A Website Copywriter

If you’ve been online for more than five minutes, you’ve probably heard this take: “Copy first, design second.” And yeah… I’ve said that too. I still believe it. But also… sometimes real life does not care about the “right” order.

Sometimes you’re mid-pivot, mid-growth or mid-what the hell is happening. And you’re just trying to figure out what actually matters first. So instead of pretending there’s one “correct” way to do this… let me tell you what happens when you prioritize branding before messaging—because I did exactly that.

And yeah, I have thoughts.

When I Chose Branding First & Immediately Regretted It

If you’ve been around since 2021, you know Kinfolk Creative did not always look like this. We had earthy greens, Appalachia themed packages, Pinterest services and Blogging support. Basically, a little bit of everything.

It was giving: “this is a business… but also maybe a side quest??” And wait, “she’s a therapist?!”

Because at the time, that’s exactly what it was. Then somewhere between “this is fun” and “wait… I’m fully booked???” things shifted. Suddenly I wasn’t just dabbling anymore, I was pivoting into full-blown website copywriting.

And instead of slowing down and getting clear on my messaging…

I panicked.

Like, full spiral mode.

I immediately hired a designer because I thought:

“If I just look legit, everything else will fall into place.”

Cue me:

• spiraling over fonts
• romanticizing color palettes
• falling in love with illustrations
• (literally getting the logo tattooed… no regrets but also… timing?? questionable)

Meanwhile…

• My messaging was still evolving.
• My offers were shifting drastically.
• My positioning was… blurry at best.
• SEO guy is joining forces as SEO expert meets Priscilla’s husband?!

And now I had a beautiful brand built on a foundation that was still moving.

Why Designing Before Your Messaging Gets Messy

I’ll just say it: Branding without messaging just makes confusion look pretty.

And when your messaging isn’t clear, everything gets harder:

• Writing your website feels like pulling teeth
• Your offers keep changing every other week
• You second guess every sentence you write
• You sit down to create content and your brain goes blank

(hi, yes, that’s literally how this blog started 🙃)

You end up working harder, not smarter—trying to force clarity into something that was never built for it in the first place.

So…Why Does Copy Comes First ?!

Your copy isn’t just words on a page. It is your foundational strategy.

Your website copy answers:

• Who are you actually for?
• What are you known for?
• Why should someone choose you?
• What makes you different in a sea of “basically the same”?

And meanwhile, everyone online is saying:

• “pick a niche”
• “be clear”
• “make it simple”

…which is exactly why everyone starts to sound the same.

That doesn’t make you easier to choose, It just makes you easier to scroll past.

What Hiring a Copywriter Actually Does (Because It’s Not Just “Writing”)

Most people think they’re just getting words. I mean, you are?! But also, you’re not.

You’re getting:

• wireframe structure
• solid strategy that’s backed by competitor research and SEO
• and someone who can actually see your business from the outside.

Here’s what that looks like:

1. Website Wireframing (AKA Your Website’s Skeleton)

Before design ever touches your site, a copywriter maps out exactly where everything goes.

Not just: “here’s your headline”

But:

• what section comes next
• how people move through the page
• where buttons live
• how the story unfolds
• which phrase or keyword is your H1

It’s basically a Google Doc that turns into a conversion machine.

2. Clear Brand Messaging From the Beginning

We’re talking:

• Ideal client mapping
• Positioning (what you stand for/don’t)
• Brand voice (how you actually sound)
• Differentiation (why you stand out)

If you don’t define this first, you’ll spend the next year trying to “fix” your website instead of letting it work for you – *cough, this is literally us right now*.

3. Built-In SEO (So People Can Actually Find You)

A pretty website that no one can find is an expensive online journal.

Even basic SEO (done well) helps your site:

• show up in search
• attract the right people
• work while you’re offline

And when it’s done right, your site actually starts working for you around the clock.

4. Collaboration With Your Designer So Nothing Gets Lost in Translation

Instead of: you → designer → confusion → revisions → chaos

It becomes: copy + design working together from the start.

Which means:

• fewer revisions
• smoother launches
• a site that actually feels cohesive from top to bottom

Wooohoo!!

5. Reviews, Edits, and “Wait… Did We Miss Anything?”

You’re not launching your website after one pass.

You’re getting:

• multiple reviews
• brand messaging checks
• website flow adjustments
• “does this actually make sense?” edits – AKA: can my 4 year old niece understand?!

At the end of the day, your website should feel like a well thought out experience, not a frantic “oh shit, I need a website to be taken seriously NOW!”

6. More Traffic + Better Performance

When your messaging is clear:

• people stay longer
• they click more
• they inquire faster

Your website doesn’t just exist—it performs for you 24/7.

7. Big-Picture Copy That Grows With You

Good copy isn’t written for who you were 6 months ago.
It’s written for where your business is going next.

So when your offers evolve (and they will), your site doesn’t immediately feel outdated.

So… Should You Always Do Copy First?

If you can—yes.
Absolutely.

But if you’re already mid-process, here’s what actually matters: Clear brand positioning beats aesthetics every time.

A clear message with “okay” design will outperform a beautiful website that doesn’t say anything meaningful.

Every. single. time.

If You’re Sitting There Like “Wait… This Is Literally Me”

Maybe you’re at the point where things need to get clearer before they can grow. Before you start to burn everything down, remember, you just need to build your foundational strategy first.

Want Help With That?

If your website feels like: “I have so much to say… but none of it is landing.”

That’s kind of our thing.

You can inquire about copywriting, snag the messaging workbook, or hop on the email list for weekly copy tips that don’t make you feel like you need a marketing degree.

Let’s make your website actually do its job. Oh, and if you need 1 more solid reason why you should hire a website copywriter, I share the sweetest part about working with us in this post.