Who Should Write My Website Content?

When building a new website, most B2B businesses focus on the design first. Content is often treated as an afterthought — something to be 'filled in' once the wireframes are ready. This is a reversal of how effective commercial websites are actually built.

The words on the page are what answer buyer questions, build trust, and ultimately drive enquiries. Deciding who writes those words — and what they should say — is perhaps the most critical decision in the entire project.

Should the web designer write the content?

EVANS OPINION: Generally, no. While some agencies provide copywriting as part of a package, many web designers are focused on aesthetics and user interface. Expecting a designer to also be a commercial copywriter is often a mistake. A designer's job is to make the information easy to navigate; the writer's job is to make it worth reading and commercially persuasive.

Can AI write my website content?

OBSERVATION: AI tools like ChatGPT can produce large volumes of text quickly and cheaply. However, they tend to produce generic, 'middle-of-the-road' content that lacks the specific proof and authority a B2B buyer needs. AI is excellent for outlining or suggesting structures, but it cannot interview your customers, understand your unique proprietary process, or provide the specific case studies that build real credibility.

What the homepage must say

In B2B, a homepage has seconds to prove its relevance. It must answer three questions immediately: What do you do? Who do you do it for? And why should I care? A homepage written by a brand specialist might focus on a 'mission statement' or 'vision', but a commercially written homepage focuses on the buyer's problem and the specific solution you offer.

How much copy do you actually need?

There is no 'perfect' word count, but substance matters. A thin page with 200 words rarely provides enough information to earn an enquiry or rank well in search. Conversely, a 5,000-word page may bury the most important information. Aim for 'sufficient depth': enough to answer all common buyer objections and provide the necessary proof, without unnecessary padding.

The essential B2B website pages

• Homepage — Your 'relevance and routing' hub.
• Service Pages — Detailed guides for each specific capability (see 'What should a B2B service page include').
• About Page — Less about your history, more about why your team is the right partner for the buyer's problem.
• Sector/Industry Pages — Showing you understand the specific nuances of the buyer's market.
• FAQ Page — A commercial tool to address friction points and technical hurdles.
• Location Pages — Only if they are commercially appropriate and contain genuine, non-duplicate content.

Writing copy that sells to B2B buyers

B2B buyers are often risk-averse. They are spending their company's money and their own professional reputation. Therefore, your copy should focus on reducing risk. This means using specific data, naming your process, highlighting technical compliance, and providing checkable proof. The goal is to make the decision to enquire feel like the 'safe' and logical next step.