Selling & Business Models
Who should write a client's website copy, and should web designers sell copywriting too?
The short answer
Assign one person to own the copy before design begins. A designer can offer copywriting when she has the skill, research process, and time to do it well. Otherwise, partner with a writer or make the client responsible for approved final copy by a firm date.
Choose the model at proposal stage
You have four sensible options: client-written copy, designer-written copy, a specialist writer, or collaborative editing. State which pages and word counts are included, who interviews customers, who verifies claims, how revisions work, and who gives final approval.
Do not build an entire site around lorem ipsum and discover that the real headline needs twice the space. Even when final copy comes later, get a content outline and realistic draft before approving layouts.
If you sell copy, sell the work behind it
Good website copy requires business discovery, customer language, competitive review, offer details, proof, objections, calls to action, editing, and factual verification. Price that separately from visual design. Do not present AI output as researched client copy.
The client must verify prices, credentials, guarantees, testimonials, product claims, and regulated statements. FTC advertising guidance says claims should be truthful, non-deceptive, and supported when required (FTC advertising guidance). For legal policies or specialist claims, the client should use qualified professionals.
Design and copy should meet in the middle
The writer supplies heading hierarchy, page purpose, and calls to action. The designer flags length, scanning, accessibility, and component needs without cutting meaning simply to preserve a layout.
Use one shared content document per page, with status, owner, and approval date. Freeze copy before final build while allowing a small proofing pass. Major copy changes after approval should follow the same change-order process as new design scope.
Sources and further reading
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Related WAHMN resource
If you want to turn this website task into a service or build a stronger process for your own site, this system walks through the work in more depth. See Website & Landing Page Build System.