How to prepare content for a website
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Part of the What a Website Really Costs in Canada series. Related: Do I Need A Website For My Small BusinessWhat Makes A Good Small Business Website
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To prepare content for a website, gather your text, images, logo, and contact details before design begins. Start by listing your pages, then write clear copy for each (what you offer, who you serve, why choose you), collect high-quality photos, finalize your logo and brand colours, and compile reviews and credentials. Having content ready before the build is the single biggest factor in launching on time.
Step 1: Plan your pages and structure
Before writing a word, decide what pages your site needs. For most small businesses this includes:
- Home: who you are, what you do, and your main call to action.
- About: your story, team, and credentials.
- Services: one page per major service, ideally.
- Service area or locations: the cities you serve.
- Contact: phone, form, address, and hours.
Sketch a simple sitemap so you know exactly what content to prepare. This prevents the common problem of writing copy halfway through the build and stalling the whole project while you scramble for material.
Step 2: Write clear, customer-focused copy
Good website copy speaks to the customer's needs, not just your business. For each page:
- Lead with the benefit: what problem do you solve for the customer?
- Use plain language, not jargon, so anyone can understand quickly.
- Include keywords naturally, like your service plus city, for local SEO.
- Add a clear call to action on every page.
- Keep paragraphs short and scannable for mobile readers.
If writing isn't your strength, many web design companies offer copywriting as an add-on. But even then, providing rough notes and key points speeds the process and ensures the copy reflects your real expertise and voice.
Step 3: Gather images and visual assets
Visuals make or break a website's credibility. Prepare:
- Your logo in high resolution (vector or PNG with transparency if possible).
- Brand colours and fonts, if you have them.
- Real photos of your team, work, premises, or products; authentic images beat stock.
- Project galleries if you're in a visual trade like contracting or roofing.
- Any certifications or badges you want displayed.
High-quality, authentic photography builds far more trust than generic stock images. If professional photos aren't available, even good smartphone shots of real work and people often outperform stock. Organize everything in one labelled folder for the designer.
Step 4: Compile trust signals and details
Finally, gather the proof and practical details that convert visitors:
- Customer reviews and testimonials (with permission to publish).
- Credentials: licensing, insurance, certifications, and memberships.
- Accurate contact details: phone, email, address, and hours.
- Social media links and your Google Business Profile.
- Any legal text like a privacy policy (required under PIPEDA in Canada).
Pulling all of this together before the build means your designer can work without constant pauses to chase missing pieces. The more complete your content package, the faster and smoother your launch, and the better the finished site.
FAQ
How do I prepare content for my website?
List your pages, then gather text, images, logo, brand colours, reviews, and contact details before design begins. Write clear, customer-focused copy for each page, collect authentic photos, and compile credentials and legal text. Having everything ready before the build is the biggest factor in launching on time.
What content do I need for a website?
You need page copy (home, about, services, contact), a high-resolution logo, brand colours, authentic photos of your team and work, customer reviews, credentials like licensing and insurance, accurate contact details, and legal text such as a privacy policy. A clear sitemap ties it all together.
Should I write my own website content?
You can, especially if you know your business and customers well. Lead with benefits, use plain language, and include local keywords. If writing isn't your strength, many web design companies offer copywriting, but providing rough notes still helps ensure the copy reflects your real expertise and voice.