If the client has existing content that has to be brought over from an old site, or content ready to go onto a new site, we need to ensure that the content when added, is formatted properly. This is important for the site’s on-page SEO.
We will reformat it and redistribute the content on the new site in such as way as to maximise the on page SEO. We prefer that the client takes part in this exercise as it is practice for them going forward.
But we also know that clients often prefer not to deal with backlogs of existing content. So we tend to price this as a variable item so we can do more or less as required.