The Content Prep Checklist Every New Website Needs

Most website projects don't stall because of design or code. They stall because the content isn't ready. Designers wait on copy. Developers wait on logos. Launch dates slip. If you're about to commission a new site — or you're knee-deep in one already — getting your content organised before the build starts will save you weeks of back-and-forth.

Here's exactly what to prepare, in what order, and how to avoid the common gaps that derail timelines.

Start With Structure, Not Words

Before you write a single sentence, decide what pages your site actually needs. Writing copy for pages you haven't planned is the fastest way to waste a weekend.

Map your sitemap first

A small business site usually has 5–10 core pages. Sketch it out on paper or in a tool like Whimsical or even a Google Doc:

• Home — the front door
• About — who you are, why you do this
• Services or Products — what you sell, broken into subpages if needed
• Case studies or portfolio — proof you can deliver
• Pricing — if you list it publicly
• Contact — forms, email, phone, location
• Blog or Resources — optional but useful for SEO
• Legal pages — Privacy Policy, Terms, Cookie Policy

For each page, write a one-line purpose. Example: "Services page — convert visitors who already know they need help into discovery calls." That single line will guide every word you write.

Define the primary action per page

Every page should push the visitor toward one action: book a call, buy, subscribe, download. If you don't know the action, the copy will wander.

Write the Copy in a Predictable Order

Don't start with the home page. It's the hardest page to write because it summarises everything else. Write it last.

1. About page — easiest to write, gets you warmed up
2. Services or product pages — these are the workhorses
3. Case studies — pull from past clients or projects
4. FAQ and supporting pages
5. Home page — distil the strongest points from everything above

What each page actually needs

For a services page, prepare:

• A clear headline (what you do, who it's for)
• A subheadline (the outcome or benefit)
• 3–5 bullet points on what's included
• Pricing or a price range (e.g. "projects start at $4,000")
• Two or three short testimonials
• An FAQ block with 4–6 real questions
• A call-to-action — book a call, request a quote, etc.

For an About page, prepare:

• A short founder or company story (200–400 words)
• Your mission or approach in plain language
• Team bios with headshots
• Press mentions, awards, or notable clients

Gather Visual Assets Early

This is where most projects stall. Designers can mock up pages with placeholder images, but launching with stock photos of strangers in a fake office is a credibility killer.

The minimum visual asset list

• Logo files — SVG preferred, plus PNG versions on light and dark backgrounds
• Brand colours — hex codes, not "that blue we used last year"
• Fonts — names and license info if you use paid fonts
• Photography — team headshots, product shots, workspace or process photos
• Icons or illustrations — if your brand uses them
• Video — even a 30-second intro clip can lift conversions

If you don't have professional photos, book a half-day shoot before the build starts. It's the single highest-leverage thing you can do for a small business website.

Image specs that actually matter

• Hero images: at least 1920px wide
• Team headshots: square crops, 800x800px minimum
• Product or portfolio shots: consistent aspect ratio across the set
• File format: JPEG for photos, PNG for logos and graphics, SVG for icons

Collect the Supporting Information

This is the boring stuff that nobody remembers until launch day.

• Business details — legal name, address, phone, hours, registration numbers
• Social profiles — exact URLs for LinkedIn, Instagram, X, YouTube, etc.
• Domain access — login credentials for your registrar
• Email setup — where contact form submissions should go
• Analytics — Google Analytics 4 property, Search Console access
• Existing accounts — Mailchimp, Stripe, Calendly, anything that needs integrating
• Legal copy — Privacy Policy and Terms (use a generator like Termly if you don't have a lawyer)

Build a Single Source of Truth

Don't email copy in Word docs. Don't send images via WhatsApp. Use one shared workspace.

A simple folder structure that works

/website-content
  /copy
    home.md
    about.md
    services-web-design.md
  /images
    /logos
    /team
    /portfolio
  /brand
    colors.txt
    fonts.txt
  /accounts
    credentials.txt (use a password manager, not a plain file)

Google Drive, Notion, or Dropbox all work fine. The point is one place, one structure, everyone knows where things live.

Write for Skimmers, Not Readers

People don't read websites. They scan. Prepare your copy with that reality in mind:

• Headlines that work on their own (a visitor should understand the page from headlines alone)
• Short paragraphs — 2 to 3 sentences max
• Bullet lists for features, benefits, steps
• Bold the words that carry meaning
• One idea per section

The headline test

Read only the headlines on each page. If the story still makes sense and the value is clear, your structure works. If it doesn't, rewrite the headlines before touching the body copy.

Review Before Handover

Before you send everything to your designer or developer, run a final pass:

1. Read every page out loud — awkward sentences become obvious
2. Check that every page has a CTA
3. Confirm every image has a purpose (not decoration)
4. Verify all links, phone numbers, and email addresses
5. Get one other person to read it cold

The agencies that deliver sites on time aren't faster designers — they're working with clients who handed over clean, organised content. Do this work upfront and your build will move quickly, look professional, and launch on schedule.

If you'd rather skip the guesswork and work with a team that handles the structure, design, and build end-to-end, Axoxweb builds fast, modern websites for small businesses and founders. Get in touch at axoxweb.com to start your project.