You begin with a text, you sculpt information, you chisel away what's not needed, you come to the point, make things clear, you're a content.

Even if your less into design and more into strategy you may find some redeeming value with, wait for it, dummy copy, no less.

A client that's unhappy for a reason is a problem, a client that's unhappy though he or her can't quite put a finger on it is worse  images.