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Most conversion rate optimization experts you'll meet would agree: Copywriting first. Design second.
The idea is that copy (and the message you're trying to convey through that copy) should dictate design – not the other way around. Now, this is in no way meant to underestimate the importance of design. Design can breathe life into the story the copy is telling, and done properly, great copy plus great design will always outperform great copy alone.
The point is, it's not hard to find examples of "ugly" pages outperforming beautifully designed pages – and in those cases, it usually boils down to the copy....
This simple landing page testing case study from HubSpot proves why you should take a copywriting first, design second approach to web design.