I’ve been involved in a lot of website builds. And almost without exception, the same problem appears at the same moment — usually three weeks in, when the design is signed off and the developer is waiting.

The content isn’t ready. Not the copy, not the photography, not the case studies or team bios. Because nobody had the conversation about what the site actually needs to say — before the project started.

This is the single biggest reason website projects run over time and over budget. And it’s almost entirely avoidable.

A website is not a design project. It’s a content project that happens to look good!

Three questions to answer before anything else.

1. What is the site actually for?

Not “to tell people about us.” Specifically — do you want enquiries, bookings, purchases? Every page should serve one goal. If you don’t know it, the structure will be guesswork.

2. What content do you already own?

Photography, testimonials, case studies, team headshots. Do an honest audit now. Gaps don’t fix themselves mid-build — they delay it. Commission photography early. It always takes longer than you think.

3. Who is writing the copy — and when?

This needs a name and a deadline, not a general intention. Copy provided late is the number one reason a website launch slips by weeks.

Visitors don’t leave because your site is ugly. They leave because they couldn’t quickly understand what you do, why it matters, and what to do next. That’s a content problem — and it starts, or gets solved, before the first design concept is opened.

If you’re planning a build in the next six months, have this conversation first. The answers will shape everything that follows.