Who writes the content for my website?

There are broadly three models. In a full-service model, the agency interviews you, then writes every page from scratch based on what you actually do and how you talk about it. In a client-supplied model, you write everything, and the agency designs and structures around it. In a collaborative model, you provide the raw facts, your services, your process, your positioning, and the agency shapes that into finished web copy.

None of these is automatically better. A full-service model is faster if you’re time-poor, but the result only sounds like you if the agency actually interviews you properly rather than guessing at your voice. A client-supplied model gives you full control, but it’s also the most common reason projects run longer than planned, because writing good web copy is a genuinely different skill from writing an email. Some businesses lean on AI to draft that content, which is worth doing carefully rather than assuming it’s a shortcut with no downside.

Whichever model applies, good content does the same job either way. It needs to answer the objections a prospect actually has before they’ll pick up the phone, not just describe what you do in general terms. It needs to sound like your business, not like a template with your name dropped in. And structurally, it needs to be organised in a way that both a visitor and a search engine can follow.

The practical advice: ask which model your quote includes before you sign anything. If you’re supplying content yourself, start earlier than feels necessary – it’s almost always the long pole in the timeline, not the design or development.

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