For a relaunch for a dietary supplement brand, there were draft versions of the product copy, including claims about effects. Copywriting wasn't part of the job, and claims like these have to be reviewed before publication anyway. So we defined early on who delivers what: the client provides final, reviewed copy, ingredients, notices and legal texts. We build them in and design them. That applies not just to this industry, but to every relaunch.
The case
Clients often assume that an agency building the store is also accountable for all the text in it. Or that Shopify's templates for terms, privacy policy and right of withdrawal will do. Both are misunderstandings. An agency can integrate texts technically and present them well. Whether a product claim is permissible or a legal text fits your own business is something the client has to clarify with their legal counsel.
Who delivers what?
| Content | Delivered by | We handle |
|---|---|---|
| Product copy and claims about effects | Client, reviewed and approved | Integration and design |
| Ingredients, nutrition facts, notices | Client | Clean presentation on the product page |
| Terms, privacy policy, legal notice, right of withdrawal | Client or their legal counsel | Creating the pages and linking them |
| Page structure, footer links and checkout integration | Us | Technical implementation |
Why we clarify this right at the start
- Missing texts block the launch. A store without legal texts or mandatory information can't go live. That mustn't come up on the last day.
- Clear responsibility speeds things up. If you know what you need to deliver, you can prepare it in parallel.
- Approvals before publication. Every text that goes live has been approved by the client.
That's why we request missing content right at project kickoff, with a list of what's needed when.
What to take away
- A store project isn't legal advice. The agency builds it in, the review is on you and your counsel.
- Platform templates are a starting point, not a finished text. They don't replace a review for your business.
- Clarify early who delivers which texts. That keeps the launch from getting stuck on a missing page.
- With sensitive products, this goes double. The stricter the rules in your industry, the more important a clean approval is.
Relaunch coming up? At kickoff, we'll tell you which content we need from you, so nothing holds up the launch at the end.