In a lot of web projects the content is likely to change much more frequently than the design. The design will be done by a freelance designer once and be reuse

In a lot of web projects the content is likely to change much more frequently than the design. The design will be done by a freelance designer once and be reused for several years, possibly on multiple sites. The content is often written by the business owner or as a side job for someone who works for the business full time and as such gets updated every week via a CMS. I've seen plenty of web projects where the client has supplied the initial content and the design has been built around that. Come back in a few months and everything is a mess because new content has been shoehorned into places where it doesn't really work. In such cases the best one can hope for is a generic template style design that doesn't break when someone copy-pastes 300 characters into a space designed for 100.