Who writes website content, and how to keep it from delaying launch

Three models

You write everything

Works when someone in the company writes well and has time. Risk: texts written from the company's perspective ("we are a leading…") rather than the customer's, and delays when that person is busy.

A writer interviews you

A copywriter interviews the owner, sales staff and specialists, then writes pages for your review. Usually the most efficient model: you provide knowledge in conversation, the writer provides structure and clarity.

Mixed

Specialists write technical parts (specifications, processes), a writer edits and writes the commercial parts, and a native speaker translates.

What content a site needs

• Page texts: headlines, introductions, descriptions, calls to action.
• Service or product details: what is included, process, specifications, prices or pricing factors.
• Proof: project descriptions, reviews with permission, certificates.
• Company information: history, team, values — briefly.
• Practical information: contacts, hours, delivery, returns, legal pages.
• Microcopy: button labels, form hints, error messages, confirmation emails.
• Meta titles and descriptions for every page.
• Photos, videos and diagrams.

What good website copy looks like

• Written for the customer's question, not the company's self-description.
• Specific: what exactly you do, for whom, how, with what result — without inflated claims.
• Scannable: short paragraphs, clear subheadings, lists where appropriate.
• Honest about prices and limits; "we name the price after reviewing your task" is better than silence.
• Consistent terms for services and products across the site.

See writing service pages that sell.

Photos and visuals

Real photos of your team, work, products and premises build trust in a way stock images cannot. Plan a photo shoot early, with a shot list based on the page plan. For products, consistent lighting and backgrounds matter. Stock images can fill gaps for abstract topics but should not represent your team or your work.

Translation

Translate from the final, approved text of the main language. Translating drafts in parallel means translating twice. Use native speakers for each language, and give them a glossary of your terms. See Azerbaijani, Russian or English.

Organising the process

• A content plan: every page, who provides information, who writes, who approves, deadlines.
• A shared document or content management system where drafts live, not email attachments.
• Priority order: pages that matter most for launch first.
• A cut-off: pages without approved content by the deadline launch later, not with placeholders.

After launch

Content needs owners: someone who updates prices, adds projects, publishes news and reviews pages periodically. Outdated content — old prices, former staff, finished promotions — damages trust.