If there is one lesson our project data makes painfully clear, it is this: a website is only as fast as its content. We compared the WordPress projects where missing or late content came up in the feedback with the ones where it did not.
- With content problems: median delivery time of 74 days (23 projects)
- Without content problems: median delivery time of 26 days (87 projects)
The projects waiting on content also logged more work – a median of 33 hours versus 14 hours – because layouts built around placeholders often have to be adjusted once the real material arrives.
What "content" actually means
Clients often think of content as "the texts". In practice, these are the items that held up our projects:
| Content item | Why it blocks progress |
|---|---|
| Page texts | Layout depends on text length; translations cannot start before texts are final |
| Photos of team, premises, products | Placeholders are fine for a draft, not for launch |
| Logo in usable formats | A JPG from a letterhead does not work on a dark header |
| Videos | Hero videos and testimonials are often promised, then delayed |
| Client logos, reviews, certificates | Trust sections cannot go live empty |
| Legal information | Imprint and privacy policy need the company's exact details |
| Service and price lists | Especially for booking systems and shops |
Why placeholders become the deadline
We do not stop work when content is missing. We build the site with placeholders so the client can see the structure and design. That is the right approach, but it has a side effect: the site looks almost finished, and the missing pieces feel minor. Then a week passes, then another.
We found notes like "the video is a placeholder until the client brings their own" and "photos are still being edited, use the current ones as placeholders" in many of our slower projects. The honest reality: nobody on our side can shoot your team photo.
Should the agency write the texts?
Often, yes. In several projects we drafted the texts ourselves based on the briefing, the old website and a call, then asked the client to confirm them before translation. This works well when:
- the client knows their business but does not enjoy writing,
- the old website has usable information,
- someone on the client side can approve texts within a few days.
It works badly when drafts are sent to several people who each rewrite different parts. Then you get three versions and no decision.
Our content checklist before kickoff
We now send this list with every website project:
- Final or near-final texts for every page (or a call so we can draft them)
- Logo as SVG or high-resolution PNG, plus brand colours and fonts
- Your own photos, or agreement that we use licensed stock images
- Company details for the imprint and privacy policy
- List of services with short descriptions
- Reviews, client logos or certificates you want to show
- Any videos, or a decision to launch without them
- Contact details and where form enquiries should be sent
If an item is not ready, we agree what the site launches with. "Launch with stock photos and replace them later" is a perfectly good decision. "Wait until the photos are ready" should be a conscious choice, not a default.
A realistic content timeline
For most small and medium business websites, content preparation is not a huge task, but it is a task somebody has to own. In our experience, it works best when the client blocks two or three focused sessions in the first week: one to review or write texts, one to select photos and logos, one to check legal details and contact information.
If you are working with a copywriter or photographer, bring their dates into the website plan. A photo shoot scheduled for week six means the site will not launch in week four, however fast the build is. Being explicit about this at the start avoids frustration on both sides.
What we do when content is late
- We set a content deadline that is linked to the launch date, so everyone sees the dependency.
- We launch in phases when it makes sense: core pages first, secondary pages later.
- We draft and ask for approval rather than waiting for a blank page to be filled.
- We keep translations for last, so late text changes do not have to be translated twice.
FAQ
Can you start designing before the texts are ready?
Yes, and we usually do. The first draft can use structured placeholder texts. But the site should not go live until real texts are in place, and heavy text changes later can mean layout changes.
Is it okay to use stock photos?
For many sections, yes, as long as they are licensed and fit your business. We recommend your own photos for the team and premises, because visitors can tell the difference.
What is the single most useful thing I can prepare?
Your texts. In our experience, having final texts at kickoff removes the most common reason for extra revision rounds and delayed launches.
How much does missing content slow a website down?
A lot. Missing or late content appeared in 23 of our WordPress projects, and those had a median delivery of 74 days versus 26 days without it.
What feedback comes up most on a first website draft?
Brand details. Fonts, colours and design details came up in 52% of our WordPress projects, and mobile layout in 38%. Sending exact brand values and checking the draft on a phone early saves a round.
Where the numbers come from: our own project records in Odoo – 233 finished projects, 909 tasks and about 4941 logged hours, mostly from 2025–2026. Durations are calendar days from kickoff and we quote medians, so one unusually long project does not distort the picture.
Planning a website project?
If you want a realistic plan for your own project, book a short call with our team and we will walk you through the phases, what we need from you and where projects like yours usually lose time. You can also browse finished work in our website portfolio.
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