Since 1999 I've worked almost exclusively on the Web, always as a contractor.
Trisha Rorabaugh was re-designing the Medipharm site but the content was unsatisfactory, and she requested my help.
I interviewed the Medipharm CEO by phone, read the documentation he suggested, and researched chromatography on the Web.
I asked him what kind of information he wanted to convey to his audience and we condensed it down into categories. It took me several drafts to get it correct, of course.
Their existing site's text was about a 26 on the Flesch/Kincaid scale--you needed three PhD's in order to understand it, yet the owner still thought it was too elementary.