When writing for a business, there is a temptation to turn writing into a solo affair. Why take time from several people when one is clearly an expert with all the knowledge you might ever need to include?

Unfortunately, it is also an approach that invites problems, from missed deadlines to reams of techno-babble, or worse still, it’s converse: a treatise so bland and accessible it seems to lack any genuine insight.

Injecting a second actor into the writing process speeds content generation, creates a more dynamic voice, and ensures the resulting text has both depth and breadth.

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Nowadays most business websites have a Content Management System driving them so their owners can make edits without having to go back to the original web developer. They have become sort of the norm and most business owners request such functionality when purchasing a new site.

If you hire the right web developer, the process of building such a site will be smooth with your having to make some key decisions along the way. However, regardless of how great your web developer is, he will eventually require content from you.

In the past, with static websites, content could be provided in simple …