How to ask a website client for missing content and assets

Replace “send the content” with a small inventory

A website client may think content means a company description while you are waiting for product names, approved pricing and photography. List the missing items by page or section. Separate material you need to start from items that can arrive later.

Useful instructions specify the item, the version or format required, where to place it and who can approve it. Ask for an approved logo file rather than “the logo,” and final homepage copy rather than any text the client can find. Avoid creating technical format requirements that are not actually needed for your workflow.

Explain the dependency, not just the frustration

Identify the design decision affected by the missing item. Final headline length may affect the hero layout. The number of services may affect the page structure. An image selection may affect crop, contrast and placement. This gives the request a practical reason.

If you can continue with another agreed section, say which one. If a stage is blocked, name it. A client who has paid a deposit may still need an accurate progress update even when the next action belongs to them.

Placeholders can help demonstrate a layout, but mark them clearly. Agree whether the placeholder is for review only and whether the final content requires another assessment. Do not present a placeholder-based mockup as a finished content-approved design.

A missing-content email template

Hi [contact],

To complete [next stage], I still need:
- [specific approved copy]
- [specific image or asset]
- [other required item]

Please add these to [shared location] and confirm [who approves them / expected delivery date]. [Specific stage] is waiting on this material; [work that can continue] can proceed.

Once the required items arrive, I will review them and confirm the remaining schedule.

[Your name]

Remove the sentence about work that can continue if nothing can proceed. Requesting a delivery date is different from confirming that you can complete the design immediately after it.

Example: the homepage is waiting on approved copy

In this fictional project, Maya has the logo and service outline but not the approved hero copy or selected photo. Alex has sent several possible images without a final choice.

Hi Alex,

For the homepage hero, I still need the approved headline and supporting sentence in the shared copy document, plus your final choice of hero photo in the project folder. The logo and service outline have arrived.

The hero layout is waiting on those two items. I can continue the agreed footer layout meanwhile. Could you confirm when the copy and photo selection will be ready?

After reviewing them, I will confirm the remaining design schedule.

Maya

Acknowledging what arrived avoids making the client resend it. Naming two missing decisions keeps the request smaller than a general complaint about the whole project.

What if the client asks you to write the copy?

Check whether copywriting is included. If it is additional work, assess the requested deliverable and make a separate offer before beginning. If you do not offer that service, explain what you need from the client or their writer. A content reminder should not quietly add a new service.

Should I ask for passwords by email?

Ask for access through the appropriate invitation or secure access process instead of inserting passwords into a content spreadsheet or a public review link.

How can I make the next request easier?

Keep a shared content inventory with received, pending and approval-required states. A file upload and final approval are different events; record both when the distinction affects your work.