I know this is old hat but the longer I’m in the business of building websites – and designing for print for that matter, the more I see the importance of crafting your content before the design visuals. By nature of the act of designing you are aligning and presenting information in a fashion that communicates most effectively.
Sure, a general look can be agreed upon and a brand should be defined before the supporting components such as a website, brochure etc. but my point is this. Lorem Ipsum can only get you so far. The nuances of context and explicitly defined calls to action are key to coming up with a winning design.
Figure out the content in detail first, then drive the design home with intent and purpose! Otherwise, you’ll just spin your wheels as the content changes.