These days, a website is not merely a bunch of web pages linked together to give information about you and the services/products that you deal with, but, essentially, it is one of the most important marketing tools to create an image for your organization.
A few years back, the websites were only meant to fulfill online presence needs but gradually when people started to spend more and more time online, there was a whole new shift towards making websites a bit more user-friendly necessitating the relevancy of their content to give accurate information to its users. In fact, the relevancy of content has been further emphasized by Google via its famous updates- Panda (2011) and Penguin (2012).
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A good website designing company should know the very objective behind having a website to prepare the design theme around a content strategy to leverage the website so that it has a good chance in SERPs (Search Engine Results Pages). Developing the design theme having a prior idea about the kind of content that the website should be having is very much in these days.
Thus the mere emphasis on the design aspect while not including the content aspect to develop the design theme around is not a good strategy when content is all too important these days.
Call it to search engine domination, or they are merely following what the users really want these days, a prior content strategy for a website is how a good website designing company works these days.