In this paper we describe workflow analysis for web publishing based on a general stage-activity process model. Using a case study approach, existing web publishing methods used by major Hong Kong ICP companies have been evaluated. Based on the evaluation results and our observations, issues and problems of the existing methods are identified. A general process model, called the stage-activity model, is proposed which facilitates the development of a framework for automating the Web publishing process, incorporating workflow management. The results and outcome of this research contribute to a clear understanding of what challenges ICPs currently face and a solution to building an automating web publishing system. The framework can also be used to evaluate and select web publishing tools in the market.