Who Writes the Copy and Where to Get Images for Your Website

A developer sets up a site in a few days. Then they wait. They wait for the "About" text, for photos, for the price list, for an answer on whether "About us" is written in first or third person. In our guide on timelines we wrote that the deadline depends on how ready your content is. This is the follow-up: what that means page by page, who should write the copy, and where to get images you are allowed to publish.

Who should write the copy: you, us, or AI?

In most cases: you write the raw material, someone else edits it.

Nobody knows your customers, your prices and the reasons people choose you better than you do. A developer or copywriter can guess. You know. So the best order is this:

1. You write the rough version. Ignore style. Answer the questions you get on the phone and you have 70% of the content.
2. An editor tidies it. Cuts, breaks it into paragraphs, adds headings, makes the tone consistent. We can do that, or a colleague of yours with a feel for language.
3. You check the facts. Prices, lead times, service names. Every mistake here is yours, not the editor's.

What about AI? It is useful for a first draft. Give it your notes and ask for a structure. Then read every sentence. Models invent numbers, promise "guaranteed satisfaction" and write the same way as a hundred other sites in your industry. A visitor spots copy that nobody read with your eyes in the first paragraph.

If you would rather not write the copy yourself, we take that on. We still need half an hour of conversation with you and answers to the questions below.

What exactly does each page need?

A typical business site has four to six pages. Write the answers to these questions for each one and the structure is done.

Home

• One sentence on what you do and for whom. No "welcome to our website".
• Three reasons customers choose you. With numbers where you have them (years, projects, response time).
• What the visitor should do next: call, write, book.

Services (one page per service if you have more than three)

• Who the service is for and which problem it solves.
• How it works: three to five steps.
• A price, or at least a range. A page without a price loses the people who only want to check whether you are within reach.
• Two or three frequent questions with answers.

About

• Who you are, since when, why you do this. One person with a name beats "our team of experts".
• A photo of a real person or the real premises.

Contact

• Phone, email, address, opening hours. All four, even if you think nobody reads them.
• A form with at most four fields.

References (if you have them)

• Client name, what you did, what changed. Three real ones are worth more than ten generic ones.

On length: 150 to 300 words per service page is enough. The home page can have less. Long copy does not signal seriousness; the visitor skims it in eight seconds looking for a price or a phone number.

What kind of images does a fast website need?

On most slow sites, images are the number-one culprit. A four-megabyte phone photo in the header means three seconds of waiting on a mobile connection. This site loads in under half a second because we resize every image to the right dimensions and store it in a modern format (WebP) before publishing. We do that part. From you we only need a good-quality original.

What to send us:

• Originals, not compressed copies. A picture from WhatsApp or Facebook has already been degraded. Send the full-size file from the camera or phone.
• At least 1600 pixels on the long side for full-width images, 800 for smaller ones. More is fine; we scale down.
• JPG or PNG. We can convert HEIC from an iPhone, but it is easier if you set the camera to "most compatible" in settings.
• The logo as a vector (SVG, AI or PDF). A logo saved as a JPG from an email signature looks blurry on a large screen.

What works: photos of your premises, your people at work, your products on a neutral background. What does not work: smiling stock-photo teams the visitor has already seen on five competitor sites.

Where can I get images I am allowed to publish?

An image from Google is not yours. Even if it is "everywhere". The author can claim damages and courts award them. There are three safe sources:

1. Your own photos. Half a day with a photographer gives you material for the whole site and a year of social media posts. Ask for a "business photography" package price; it is a better investment than any plugin.
2. Free libraries with a clear licence. Unsplash, Pexels and Pixabay allow commercial use without attribution. Check the licence on each image, not just on the site.
3. Paid libraries. Adobe Stock, iStock, Shutterstock. Buy a standard licence for web use and keep the receipt. Three years from now, when someone asks, you will have proof.

Be careful with AI-generated images: they work for illustrations and backgrounds, but as "our team" or "our office" they mislead. A customer who walks into your office and recognises nobody from the photo will not trust you.

What does the law require on the page?

Content is not only marketing. Slovenian law requires a business to state its registered name, registered office, registration and tax numbers, and whether it is registered for VAT. An online shop also needs terms and conditions and information on withdrawal from the contract. We collected all of it in a separate guide (in Slovenian); prepare the data before you send the copy and the site will be legally in order on launch day.

How much time does prepared content save?

With content ready, the build is a matter of days. Without it, the same project is measured in months, and that is true of every provider, not just us. If after reading this guide you have answers ready for four pages and a folder with fifteen original photos, you have done the hardest part.

If you want us to write and prepare the copy and images, or only to check what you have prepared, write to us. Tell us which pages you need and we reply the same working day.