Then the question arises: where’s the content? Not there yet? That’s not so bad; dummy copy can fill the gap. But worse, what if the content doesn’t fit the design? Sentences too short, too many headings, images either too large or too small, or they fit but look awkward for some reason.

A client who is unhappy for a specific reason is a problem, but a client who is unhappy without knowing why is even worse. This often indicates a lack of collaboration, communication, and proper checkpoints. Without an agreed-upon, detailed process, content strategy can go off track right from the beginning.

If you think content evaluation is difficult without design, consider the other way around. How can you assess design without content? No typography, no colors, no layout, no styles—all these elements convey critical signals beyond the text alone. They establish hierarchies of information, weight, emphasis, priorities, and all those subtle cues that visually and emotionally appeal to the reader.