Your Website's Content: How Much, Who Writes It, and How Do I Keep It Fresh?

So, you're building a website. Awesome.

You’ve probably been thinking about the design, the colors, and the logo. But then comes the hard part: the words.

Suddenly, you're stuck on a few big questions. How much content do I even need? Who is supposed to write all this stuff? And what happens after the site is live?

It's a lot to think about, but it's not as complicated as it seems. Let's break it down.

"How much content do I really need?"

I've seen one-page websites that work brilliantly and 100-page websites that are a total mess.

The answer is: You need just enough content to get the job done.

What's the job? It's to tell visitors what they need to know and get them to take the next step. Your content has to:

1. Clearly say who you are and what you do.
2. Explain why you're the right choice.
3. Answer their most basic questions.
4. Tell them exactly what to do next (like "Call Us," "Buy Now," or "Book a Consultation").

Don't overthink it. Most service businesses do perfectly well with a 5-page site: Home, About, Services, Contact, and maybe a Blog or Portfolio.

If you're a local restaurant, you might just need a Home page, your Menu, and a Location/Hours page.

Don't write 2,000 words when 200 will do. Be clear, be direct, and then stop.

"Okay... but who writes all this?"

This is the big one. You've got three main choices, each with pros and cons.

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  Option 1: You. You know your business and your customers better than anyone. This is the cheapest option, but it costs you time. You have to be honest with yourself. Do you like writing? Will you actually sit down and do it? If you hate writing, you'll stall your own project for months.
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  Option 2: A Freelance Copywriter. This is a great middle-ground. You hire a professional writer for a specific project. They'll interview you, learn your "voice," and deliver polished copy that's ready to go. It costs money, but it saves you a massive headache and gets the project done.
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  Option 3: An Agency. This is the "all-in-one" solution. An agency will often handle the strategy, the writing, the design, and putting it all on the site. It's the most expensive option, but it's completely hands-off for you.

There's no wrong answer. It all depends on your budget, your skills, and how much you value your own time.

"How do I manage website updates?"

Your website is not a "set it and forget it" billboard. It's more like a storefront. You have to sweep the floors and change the window display once in a while.

Updates fall into two important categories.

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  1. The Technical Stuff (Security) This is non-negotiable. If your site is built on a platform like WordPress, it needs regular security patches and plugin updates. If you don't do this, your site will eventually get hacked or break. It's just a matter of time. You can (and should) hire your developer or an agency on a small monthly plan to handle this. It's 100% worth the peace of mind.
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  2. The Content Stuff (Relevance) This is about keeping your site fresh and accurate. This part is easy. Put a reminder in your calendar for once every six months. Grab a cup of coffee and read your entire website.

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    Is your phone number still correct?
  • •
    Are your team photos five years old?
  • •
    Do you have new, happy client testimonials to add?
  • •
    Is the last post on your blog from 2021?

This isn't a daily job. But a little digital housekeeping shows customers that you're still in business and you still care.

Thinking about your content in these three stages—how much, who writes, and who updates—turns a giant, scary task into a simple, manageable plan.