Every website requires text content. There are two options for copy (text content). Either we author the bulk of it, or you compose the bulk of it. Some of our clients are time-poor or are not good at communicating what they do in a way that resonates with their target audience. Other clients know exactly what they need to say to their clients and are happy to provide the copy.

You can choose whichever path best suits your circumstance.

Client provides most of the content

1. Discovery Meeting

For many websites, this will be our initial meeting before creating the proposal. If we need more information, we may have another meeting once the job is approved.

The discovery meeting gives us enough knowledge to recommend home page messaging using the Storybrand framework, which icreate is certified in.

2. iCreate recommends home page copy

Based on our learnings in the discovery meeting, we recommend copy and messaging for the home page. This will usually be presented within the initial design concept.

iCreate will explain the rationale behind the copy and structure of the page. We use a framework proven to resonate with both B2B and B2C audiences.

3. You provide us copy for the rest of the site

iCreate will set up a shared Google Doc and outline it with all the pages in the sitemap. We'll set up tables for structured content like staff profiles to make it easy for you to author and deliver us content.

If you have an existing website, you may direct us to take the copy from

4. Content Insertion

When you have finalised content for a page, icreate will insert the content in the new website.  

We will layout the page to suit the content and design, adding stock imagery where appropriate if no suitable company images exist.

iCreate provides most of the content

1. Discovery Meeting

For many websites, this will be our initial meeting before creating the proposal. If we need more information, we may have another meeting once the job is approved.

2. Messaging Workshop

This 2-3 hour workshop will dive deep into your business, customer and positioning. Many clients find this workshop an instant game-changer for how they communicate what they do.

Our storybrand certified guide, and director Sonia will take you through a 7-part framework where we workshop what you do, and how your help your customers arrive at success and avoid failure.

3. Messaging Playbook

After the workshop, our Storybrand certified copywriters will go away and produce a comprehensive Messaging Playbook to help you and your team articulate who you are, what problem you solve, and why your customers should work with you.

  • Your customer persona¬†
  • Your brand personality/archetype
  • Core Message Framework
  • Brand Story
  • Elevator Pitch
  • Tagline
  • Content for website homepage

4. iCreate writes website content

Armed with the knowledge and insights gained from the workshop and the production of the Messaging Playbook iCreate will be in a perfect position to author content for the bulk of your website.

For smaller sites we may author all the content, but for others you may still draft content for some pages, particularly if your products or service pages require specialist knowledge to create. We can massage and improve the draft copy for the pages you write where necessary.

5. Content Insertion

When the copy is approved, icreate will insert the content into the new website.

We will layout the page to suit the content and design, adding stock imagery where appropriate if no suitable company images exist.