Writing as a business

When designing a website, it’s easy to get caught up in the visual elements — the colour schemes, layouts, and graphics. However, one crucial aspect that often gets overlooked is the content.

Content is not just filler text; it’s the lifeblood of your website. Real content can make or break the user experience, and it’s especially important when creating web prototypes.

For many years, designers have used Lorem Ipsum, a pseudo-Latin text, as a placeholder for content in web prototypes.

It’s a convenient tool to fill space without distracting from the visual design. However, while Lorem Ipsum has its uses, it falls short in several critical ways when it comes to web prototyping.

1. Lack of realistic context

Lorem Ipsum lacks the context and meaning that real content provides. It doesn’t reflect how users will interact with the actual content on your website. Real content can influence the design decisions you make, such as the size and placement of elements.

2. Missed opportunities for user testing

When user testing a web prototype, it’s essential to simulate a real user experience as closely as possible.

Using real content helps users understand the site’s purpose and navigate it more naturally. This leads to more valuable feedback during testing.

3. SEO and content strategy considerations

Design and content should go hand-in-hand, especially when it comes to SEO and content strategy.

Using Lorem Ipsum can neglect critical SEO considerations, such as optimising headings, titles, and body text for search engines.

Now that we’ve seen some of the limitations of Lorem Ipsum, let’s explore why using real content in web prototypes is a game-changer.

1. Improved user experience

Real content allows you to design with the user in mind.

You can create a more intuitive and user-friendly interface when you consider how the content flows and how users will engage with it. This, in turn, leads to a better overall user experience.

2. Accurate space planning

Real content helps you plan the space on your website more accurately.

You can determine the right amount of space needed for headlines, paragraphs, images, and other elements. This can prevent design issues that may arise when you replace Lorem Ipsum with real content later in the development process.

3. Content-first design

Content-first design is an approach that prioritises content creation before design.

When you start with real content, you’re forced to think about the message you want to convey and the story you want to tell. This can lead to more cohesive and persuasive web designs.

4. Better SEO integration

Considering SEO from the beginning is crucial for a successful website.

Real content allows you to optimise headings, meta descriptions, and keywords early in the design process. This can help your website rank higher in search engine results from day one.

Now that we understand the importance of real content in web prototypes, let’s explore some strategies for effectively incorporating it into your design process.

1. Collaborate with copywriters

One of the most effective ways to ensure high-quality content in your prototypes is to collaborate with professional copywriters.

Copywriters can craft engaging, on-brand content that aligns perfectly with your design goals.

2. Create content guidelines

Develop content guidelines that outline the tone, style, and messaging for your website. These guidelines will ensure consistency across all pages and help your team maintain a unified vision.

3. Use placeholder text sparingly

While Lorem Ipsum has its limitations, there may still be situations where you need placeholder text during the design process.

Use it sparingly and strategically, such as for areas where the final content is not yet available.

4. Plan content iterations

Content is not a one-and-done task. Plan for content iterations as you refine your web prototype. This ensures that the content evolves alongside the design and user feedback.

5. Conduct usability testing

Test your web prototype with real users to gather feedback on both the design and content. This invaluable input can help you make improvements and identify any content-related issues.

6. Consider mobile content

Remember that content on mobile devices may need to be concise and focused. Design with mobile content in mind to ensure a seamless user experience across all devices.

Let’s take a look at some real-world examples of how using real content in web prototypes can make a significant difference:


When designing a website for a Gym in Woking, using real content instead of Lorem Ipsum significantly enhanced the prototype.

The CLASS website prototype uses real content on the homepage, class descriptions and feedback to engage users effectively and showcase its offerings.

  • Homepage: The homepage greets visitors with a real message that reflects Class’ mission. It also includes a teaser for the classes that are offered to encourage sign-ups.
  • Class descriptions: Class provides real descriptions for its classes, showcasing the variety and expertise available to members.
  • Success stories: Real feedback from Class members add credibility and motivation, showing potential members the tangible results they can achieve.

Scarab London

When developing this London antique watch company website, similar to CLASS’s website, not using Lorem Ipsum really helped to illustrate the content areas on where user’s eyes were drawn to next.

Use of real headings, paragraphs and even call-to-actions helped to better navigate the users throughout the website, without struggling to think where to click next, or what an interaction with an element on the website does — resulting in less dead-clicks.


In the world of web design, real content is a powerful tool that can elevate your prototypes to the next level. It provides context, enhances user experience, and ensures your design aligns seamlessly with your content strategy.

So, the next time you embark on a web design project, consider going beyond Lorem Ipsum and start with real content from the beginning. Your users will thank you, and your website will be better for it.

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