In large enterprise website revamps, content writers are often expected to be project managers, UX designers, content strategists, and digital transformation experts—all while writing thousands of words of content.
This misalignment of expectations creates stress, delays projects, and ultimately produces subpar content. Let's clarify what writers should and shouldn't do in enterprise website revamps.
The Writer's Core Role
Primary Responsibilities
Writing new content to approved specifications
Rewriting existing content to meet new standards
Adapting tone of voice for different audience segments
Ensuring consistency across content pieces
Meeting content delivery deadlines
Essential Activities
Creating content from approved briefs
Following established style guides
Implementing approved messaging frameworks
Writing meta descriptions and SEO elements
Crafting calls-to-action
Producing content in agreed formats
What Writers Need to Succeed
Required Inputs
Clear content briefs
Approved messaging frameworks
Established style guidelines
Target audience information
Technical requirements
Content templates
SEO guidelines
Review processes
Support Systems
Content strategy team
Project management office
Subject matter experts
Technical writers
UX/UI designers
SEO specialists
What Writers Are Not Equipped To Do
Creating content strategy
Developing information architecture
Managing stakeholders
Coordinating approvals
Building content calendars
Designing page layouts
Writing technical specifications
Managing content migration
Training content owners
Creating governance frameworks
Working With Other Teams
Content Strategy Team
Receives content briefs
Gets tone of voice guidelines
Obtains messaging frameworks
Reviews content templates
Project Management
Receives deadlines
Gets writing priorities
Obtains progress updates
Reviews resource allocation
Subject Matter Experts
Gets technical information
Verifies factual accuracy
Clarifies complex concepts
Reviews industry terminology
Best Practices for Writers
Focus on Writing Quality
Maintain consistent voice
Ensure accuracy
Follow style guides
Meet technical requirements
Optimize for SEO
Create scannable content
Professional Development
Improve writing skills
Learn industry trends
Understand audience needs
Master style guides
Keep up with SEO best practices
Redirect to Other Team Members
Asked to create content strategy
Solution: Refer to content strategy team
Expected to manage stakeholders
Solution: Redirect to project managers
Required to build site architecture
Solution: Redirect to UX team
Asked to coordinate approvals
Solution: Redirect to project managers
Measuring Writing Success
Key Metrics
Content delivery speed
Quality scores
Consistency ratings
Error rates
Revision requests
Deadline compliance
Quality Indicators
Adherence to style guide
Messaging alignment
Technical accuracy
SEO compliance
Readability scores
The success of large website revamps depends on each specialist playing their proper role. The writer's role in enterprise website revamps is specific: creating high-quality content that meets established guidelines and serves user needs.