The Content Bottleneck Your Agency Doesn’t Warn You About

You’ve hired the agency. You’ve paid the deposit. The wireframes are done. The designs look slick. Then… silence.

Weeks pass. Emails slow. The momentum dies. And you’re left wondering: What’s going on with the website?

Here’s the unspoken truth: It’s not the design. It’s not the dev. It’s the content.

Most website projects stall because the content isn’t ready. And the worst part? No one told you this would be your job.

The Silent Killer of Website Projects: Missing Content

In almost every stalled web project I’ve ever seen, whether as an agency founder, freelancer, or client-side marketer, the same issue crops up:

The agency is waiting on content. The client is too busy (or overwhelmed) to write it. And the project sits in limbo.

What happens next?

• Projects get deprioritised.
• Launch dates shift.
• Design tweaks pile up.
• Scope expands.
• Budgets balloon.

Eventually, someone gives up, or worse, you launch a half-baked site that doesn’t reflect your brand, speak to your customer, or deliver results.

Why This Happens and It’s Not Your Fault

Let’s be honest: You didn’t sign up to write a website.

You assumed the agency would take care of it. Or at least guide the process.

But most agencies? They’ll design a structure and hand you a Google Doc: “Just fill in the copy by next week.”

Suddenly, you’re responsible for:

• Explaining your value proposition.
• Writing product descriptions.
• Drafting bios and CTAs.
• Figuring out tone, keywords, hierarchy, and messaging.

All while running your actual business. No wonder the project stalls.

But Here’s the Good News

It doesn’t have to be this way. If you bake content into the process from day one, everything flows.

That’s how I work at Unlock Growth. I help clients:

• Develop strategic messaging before we touch design.
• Use Jobs-to-be-Done and customer insights to guide copy.
• Build out clear content pillars and page-level messaging frameworks.
• Turn “I don’t know what to write” into “Here’s what we need to say”.

And now I’m giving you the same tools I use with my clients.

Website Content Kickstart Kit

To help you write (or lead) your website content without overwhelm:

1. Page Messaging Map

Quickly map what belongs on each page, using a “top-down” strategic structure:

• Hero (What’s this?)
• Pain (Why should I care?)
• Proof (Can I trust you?)
• Offer (What do I get?)
• CTA (What do I do next?)

2. Homepage Copy Prompts

Not sure where to start? Use these plug-and-play prompts:

• “Our customers are struggling with…”
• “That’s why we created…”
• “Unlike others, we…”
• “Here’s what happens when you work with us…”
• “See how we’ve helped businesses like yours…”

3. Content Prioritisation Grid

Decide what to write first, what to reuse, and what to skip for now:

• Must-Have: Homepage, Contact, Product/Service
• Should-Have: About, Case Studies, Blog
• Nice-to-Have: Careers, Culture, Press

4. Voice and Tone Cheat Sheet

Write faster by clarifying how your brand sounds. Use this quick selector:

• Friendly or Formal?
• Bold or Reassuring?
• Playful or Serious?

What Happens When You Get This Right

When you plan for content up front:

• Your agency can design around your message (not guess it).
• You avoid last-minute copy cramming.
• You control how your brand is presented.
• Your website goes live faster, cleaner, and more aligned with what customers need to hear.

You won’t be scrambling, stalling, or frustrated. You’ll be focused, clear, and proud of the story your website tells. You’ll feel in control.

Ready to Remove the Bottleneck?

If you’re already in a project that’s dragging, I can help untangle it. If you’re about to start, let’s make sure you don’t fall into the same trap.