Sometimes it's just writing the copy, or producing a video, but quite often it's most or all of the site. With the various development environments available today, it's more than possible to build a handsome, robust and highly functional site with no coding required. (I don't do code). You just have to understand how the environment developers think about the build. And, of course, follow a proven methodologyfor creative development. Here are some examples of various sites and roles: