Every website project reaches the same question sooner or later: who writes the texts? Many clients start by saying they will write them. Some do it quickly and well. Others discover that writing about your own business is harder than it looks, and the project waits.
Our data shows how much this matters. WordPress projects where we recorded missing or late content had a median delivery time of 74 days (n=23). Projects without content delays: 26 days (n=87). They also logged more than twice the hours – 32.6 versus 13.5 – because placeholders had to be built, replaced and adjusted.
Option 1: you write the texts
When it works well
- You already have good texts from an old site, brochure or proposal
- Someone on your team writes well and has time blocked for it
- Your industry is highly specialised and only you can describe it accurately
- Legal or regulatory wording must be exact
Where it goes wrong
- Texts are promised "next week" for many weeks
- Texts arrive page by page, so the draft is rebuilt several times
- Texts are much longer or shorter than the layout, which changes the design
- Texts are written for print, not for web readers who scan
- Headlines describe the company instead of what the customer gets
How to make it work
- Write before the kickoff, or at least in parallel with the first draft
- Use one document with a section per page
- Keep paragraphs short and add headlines every few paragraphs
- Start each page with what the visitor wants to know, not your history
- Mark any text that must stay word for word (legal, certifications)
Option 2: we draft the texts
Drafting content for clients came up in 9 of our 110 WordPress projects. Increasingly we use AI tools to produce a first draft of the copy, based on the client's brief, existing materials and a short interview. The draft is then edited by our team and, crucially, reviewed and confirmed by the client.
When it works well
- You know your business but do not enjoy writing
- Your old texts exist but are outdated or too long
- You want a consistent tone across all pages
- Time is short and a launch date is fixed
What we need from you
- A short brief or call covering services, customers, differences from competitors and typical questions customers ask
- Any existing materials: old site, brochures, proposals, LinkedIn profiles
- Facts only you can confirm: numbers, locations, years, certifications, team members
- A careful review – you know details we cannot
Where it goes wrong
- Claims that are not accurate for your business slip through when review is rushed
- Texts sound generic when the brief was generic
- Specialist terms are used loosely
That is why a drafted text is always a draft until the client confirms it. We have seen clients catch terms they legally could not use yet – for example a professional title still pending accreditation. Only the client knows that.
Comparison
| You write | We draft, you review | |
|---|---|---|
| Accuracy of details | High | High after your review |
| Speed | Depends on your time | Usually faster |
| Consistency and web style | Varies | Consistent |
| Your effort | High | A brief and a review |
| Risk of project delay | Higher | Lower |
A hybrid that works often
Many projects use a mix: the client writes the "about" page and service specifics; we draft the homepage, calls to action, meta descriptions and supporting texts, then align the tone across everything. This splits the effort where each side is strongest.
What about images?
The same logic applies to photos. Projects waiting on a photo shoot stall just like projects waiting on texts. If a shoot is planned, schedule it before the build, or launch with carefully chosen stock images and swap them later.
SEO and copy
If search visibility matters, texts should be written with keywords in mind from the start: page titles, headlines and meta descriptions. Rewriting finished texts for SEO later is double work. When we draft copy, we include basic keyword research for the main pages.
Our recommendation
Decide at kickoff, not halfway through the project. If you choose to write yourself, set a deadline before the first draft and stick to it. If you are unsure you will find the time, let us draft and focus your energy on the review.
FAQ
Do you use AI to write website texts?
We may use AI tools to produce a first draft, which our team edits. Every text is reviewed and confirmed by the client before launch.
Can I start the project before my texts are ready?
Yes, with placeholders. But launch depends on final texts, and our data shows late content makes projects much longer.
Will drafted texts sound like everyone else's?
Not if the brief is specific. The more real details you share – customers, examples, what makes you different – the more the texts sound like you.
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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