Roles and Responsibilities

You want a website that resonates with your clients and encourages them to engage with your product or service. As a strategic marketing company, Emarkable works with you to develop your story, craft your messaging, and generate the level of engagement your brand deserves.

While we are committed to delivering success, it’s essential to clarify the scope of work — what’s included in the project and what isn’t. Setting clear expectations protects your investment, keeps your project on track, and ensures stakeholders understand exactly what will be delivered.

“We will supply the content”

By default, we assume that clients will supply all final, proofread content for the site, ready for our designers and developers to work with. Importantly, we do not start the website build phase until all content is supplied and approved by the client. This ensures we avoid costly rework, shifting timelines, and design compromises.

But we often hear:

“I don’t have a clue where to start.”

“I don’t have enough time to finish the content..”

“..what should my website say?”

Over the last year, 80% of projects our content team were not involved in launched late due to content delays. The projects where our content team managed the process launched on or before the deadline. If we don’t lead the content, your deadline probably won’t be met, which may affect the business goals we’ve discussed.

When content is delayed, deadlines slip. When deadlines slip, business goals tied to the website launch suffer.

Can We Build the Site and Add Content Later?
Technically, yes.
Strategically, it’s a bad idea.

When designers and developers have real content — even early drafts — they can build a design that enhances your message and user flow. Without content, we’re designing an empty shell and trying to “squeeze” content into pre-made spaces later — and that always leads to compromises, delays, and higher costs.

Content should lead design — not follow it.

We can help.

Many of our clients have told us just how deceptively challenging it is to put together the content and how it takes much longer than they anticipate, not to mention fitting it into their busy schedules. We can take that burden off you, so it becomes one less thing you have to worry about.

You are the expert

There’s no doubt we need your expertise on the subject matter, since you know your business better than we do. However, the benefit of having our content team engaged is that your copy will be written in a tone and style that consistently reflects your brand, and ultimately takes less time to produce.

So let’s look at the different levels of Content Services we offer. Even though I know you can provide us with content yourself, the benefit of using our content team is that they understand how to write content for the web. Using proven techniques, they will make your content easier for people to understand and more likely to take action.

  • Standard/Default – Design and Build – We agree on a sitemap. You supply all the content in electronic format, proofread, and ready for a designer and developer to work on. * If we have a design and build contract, that’s what we will do: Design and Build. Even though I know you can provide us with content yourself, the benefit of using our content team is that they understand how to write content for the web. Using proven techniques, they will make your content easier for people to understand and more likely to take action.

  • Marketing Brief – We conduct a website discovery session, examine competitors and best practices, and work with you to determine the style, tone, and type of language that will help achieve your business goals. Effectively, we design the sitemap with a strategic focus and guide the writer on the content that needs to be generated. Having great content is more important for your website than how it looks or what code it’s written in. Working with our content team will uncover new ideas and opportunities for your business that you may not realise.

  • Content generation– we write some or all of the content based on the Marketing Brief. Sometimes, calling in the professionals is the way to go. Better quality, in less time than the client who could write it themselves. Sure, we’ll require more budget to get our content team engaged, but did you know that the difference between good content and great content can make a very tangible difference in how many of your site visitors convert into leads or customers? The impact that great content has will always bring a return much higher than what you invest in producing it.

  • Search Engine Optimisation – we will optimise supplied content and create new content to help develop high-ranking search engine pages.

  • Visual Content – we can source stock images, create graphics, design downloads, and produce high-quality visual content that you may not have access to.

Content production can make or break your website project. Without a plan and support, content delays will likely derail your launch and impact your success.

You have a choice:

Supply your content (with a realistic understanding of the effort required).

Partner with Emarkable to guide and support you through the content process.

Or invest in complete content creation for the best and fastest results.

Whatever you choose, our goal is the same:
Launch your website on time, on budget, and ready to achieve the business goals you set out to reach.

Ready to make your content process seamless?

More Planning your Website

Part 9

Writing Content for the Web

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