A layout drawn around lorem ipsum is a guess. The real headline will be longer, or shorter, or say something the picture contradicts.

So we write first. A rough headline, a rough first paragraph and the words on the main button, before anyone opens a design file.

Words decide the layout

A four-word promise wants a big, quiet page. A list of features wants a grid. Knowing what you need to say tells you what the page should look like.

Then cut

Our first drafts are always too long. We cut every word that does not earn its place, then cut again. What is left is usually the headline.