Prepare Materials Before Building the House
Imagine renovating a house—you wouldn’t wait for workers to arrive before choosing tiles and curtains. Website building follows the same logic. The design team handles “how to build,” but the materials for building must be prepared by you beforehand.
Many owners make the mistake of thinking “copy and images can be handled later,” resulting in delays after design is complete. Clients with sufficient preparation usually experience faster progress and fewer revisions.
Designers need actual copy length for layout and real photos for color and composition. Using placeholder text and stock images often leads to length, color, or proportion issues when real content is inserted, requiring multiple revisions.
This article explains key points and specifications for copy, images, and assets so you can be fully prepared before starting the project.
Copy Content: The Core Soul of the Website
Copy is the first information visitors see and the basis for search engines to determine the theme. Good copy must address user needs rather than just listing data.
Basic Principles for Writing Copy
Before writing, consider three questions: Who are the visitors? What do they care about? What action do you want them to take? Writing with these in mind creates persuasive content.
A common mistake is emphasizing only company strengths without showing relevance to clients. Changing “years of experience” to “assisted thousands of companies” makes the value clear.
Another key is being specific. Avoid vague adjectives and support claims with numbers, cases, and results. Check each adjective after writing and replace with numbers or remove if possible.
Essential Copy Items
- Company Overview: 300-500 words covering background, core values, and service advantages, written from the angle of solving client problems.
- Service or Product Descriptions: 150-300 words each, focusing on client benefits rather than specs.
- Homepage Key Message: 15-30 words so visitors understand the business in three seconds, clearly stating what you do, implying benefits, and encouraging further reading.
- Call to Action: Every page needs a clear next step, such as “Consult Now” or “Request Quote,” with specific wording to drive action.
Key Focus for Each Page
Different pages require different approaches. The homepage has short visitor time, so keep it concise with key message, highlights, data, and clear prompts. The About page should convey brand story and values. Service pages should answer “what problem does this solve” with pain points, solutions, outcomes, and cases.
Value-Added Copy Items
- Client Testimonials: 3-5 real recommendations with company and title, describing specific highlights and results.
- FAQ: Compile 5-10 common questions to aid SEO and reduce repeat inquiries.
- Knowledge Articles: Launch 3-5 articles at the same time, based on common client questions, providing practical content.
Image Assets: Key to Website Quality
Image quality directly shapes visitors’ first impression of the company, making the investment worthwhile.
Why Images Matter
The brain processes images much faster than text. Blurry photos make visitors discount the company’s quality even if services are excellent.
Image Specification Recommendations
- Resolution: Original files at least 1500px wide; avoid compressed social media files.
- Format: Provide original JPG or PNG; logos require SVG or AI vector files.
- Naming Convention: Use meaningful names like “product-front.jpg” for easy communication.
- Color Mode: Web uses RGB; convert if originally for print.
Image Categories
| Category | Recommended Quantity | Notes |
|---|---|---|
| Product Photos | 3-5 per item | Front, side, and lifestyle shots |
| Team Photos | 3-5 shots | Group, work scenes, office environment |
| Brand Logo | 2-3 versions | Horizontal, vertical, monochrome |
| Banner Visuals | 2-3 images | High-resolution wide photos |
| Client Cases | 2-3 per case | Finished and process shots |
| Event Records | 5-10 shots | Exhibitions, seminars, award events |
Stock Photo Usage Advice
If commercial photography isn’t possible, paid stock libraries can serve as alternatives, but check quality, style, and audience fit. Long-term, investing in commercial photography is recommended as a reusable asset.
Brand Identity Assets: Building Consistent Visual Language
Besides the logo, provide brand colors (HEX or Pantone), font names, visual style reference sites, and existing marketing materials to keep the website aligned with company image.
Website Structure and Page Planning
Essential pages include homepage, about, services, and contact. Common pages include portfolio, news, FAQ, and privacy policy. Use a tree diagram to list all pages and mark content blocks. Navigation should be shallow and wide so visitors reach any page in two or three clicks.
Common Content Preparation Mistakes
- Waiting until design is done to write copy—prepare in parallel so designers use real content.
- Insufficient image resolution—provide original high-resolution files.
- Content scattered everywhere—organize into one shared folder by page.
- Ignoring mobile experience—keep copy to 100-150 words with subheadings and bullets.
- Missing calls to action—every page needs a clear next step.
- Ignoring SEO layout—integrate keywords naturally without harming readability.
Practical Asset Organization Method
Create a shared folder with subfolders for copy, images, brand, and references. Write copy in documents, one per page, with status notes. Use consistent naming for images. Track progress with a checklist and set deadlines with buffer time for review.
Content Delivery Quality Checklist
Before handover, check: copy proofread, contact info correct, images high-resolution originals, logos in vector format, references with explanations, and all page assets complete.
The more prepared the assets, the smoother the project.
