A great way to make a balance between content and visuals depends upon your project. As visuals are processed faster on the other side, content gives us much understanding. So before making a balance between the two of them you need to understand your project.
The beginning of every design starts with the goal of your business. What you are trying to achieve with the website design. The common types of goals include awareness, education, marketing, sales, interaction, or engagement. The balance between the visuals and content depends upon your main goal of business.
Here you need to understand what kind of content you are using? If you are promoting your brand with a brand ambassador then a visual will play a greater role than content. So there are different types of content. if you are writing blogs, copywriting sales, social media, ads, and website home pages then it will take more ratio of visuals. And if you are writing books, blogs, manuals, and white paper then it will have more content in it.
When it comes to taking visuals and text together it is important to consider your audience’s expectation. The audience won’t like to get visuals from a novelist. You need to understand what your users are expecting from your business
You can also use the scaling method where you can put your visual content on one side and text content on another side. This will help you in judging what needs more space or what’s not.