Written by people who read the source, not the top three results.
SEO articles, service and location pages, landing page copy, ad and email sequences, brand messaging, case studies and whitepapers. Researched properly, briefed against real search intent, and edited by someone who will send it back.
Free content audit
Send us the site. We will tell you which existing pages to rewrite, which to merge, which to delete, and what is actually worth commissioning new.
Four reasons content gets published and nothing happens.
The free audit identifies which of these applies to you, and usually it is more than one.
Written from the top three results
Paraphrasing the pages already ranking produces something that adds nothing. Google has no reason to rank a worse version of what it already has.
Targeting the wrong intent
A buying query answered with a definition, or a research query answered with a sales page. The traffic arrives and leaves immediately.
Volume without a structure
Eighty blog posts with no clusters, no internal linking and no commercial pages behind them. Effort without architecture.
Published and abandoned
Nothing updated since publication. Competitors refresh, the search results change, and your page quietly slides out of view.
Eighteen formats, grouped by the job they do.
Most clients buy from two or three of these groups. The audit tells you which, based on where your funnel actually leaks.
Search content, written to rank
SEO articles and blog posts
Researched against real search intent rather than a keyword list, with a point of view rather than a summary of what already ranks.
Service and landing pages
The commercial pages that actually earn revenue. Written to convert as well as rank, which most SEO content is not.
Location and service area pages
Genuinely local pages rather than the same page with the town name swapped, which search engines have handled badly for years.
Pillar pages and topic clusters
A comprehensive hub with supporting pieces linking into it. How you compete for a competitive head term without pretending one article will do it.
Product and category copy
Descriptions that answer the question stopping the purchase, and category pages with enough substance to rank rather than a filter and nothing else.
Content refreshes
Updating what you already have. Usually a better return than commissioning new, and almost nobody does it systematically.
Conversion copy, written to sell
Landing page copy
Campaign pages where the only measure is conversion rate. Written against a specific audience, offer and traffic source rather than in general.
Email and lifecycle copy
Welcome flows, abandonment sequences, winbacks and newsletters. The channel you already own and the one most often left running on defaults.
Ad copy
Google, Meta and LinkedIn, written in volume so there is something real to test rather than three variants and a guess.
Where AI touches your content, and where it never does.
You are going to ask, so here it is in writing rather than buried in a contract. We use AI in research and production support. We do not use it to generate the words you publish, and we do not charge you writer rates for output nobody wrote.
Research and production support
Tasks where speed matters and the output gets checked by a person before it goes anywhere near your site.
- Clustering keyword sets and spotting intent patterns
- Summarising what currently ranks and where the gaps are
- Generating meta title and description variants to choose from
- Building schema markup and formatting output
- Checking a finished draft for things we missed
Anything you publish under your name
Not because AI writing is always bad, but because it is average by construction, and average does not rank or persuade.
- Generating the draft and lightly editing it afterwards
- Producing anything quoting data we have not verified
- Writing in a founder's voice for ghostwritten work
- Case studies, interviews or anything containing a claim
- Bulk publishing to hit a word count target
Five stages, and you see the brief before we write.
The brief is where most content is won or lost. Approving it takes you ten minutes and prevents the rewrite that otherwise costs a week.
Intent research
What the searcher actually wants, what currently ranks, and whether this is a query worth writing for at all.
Day 1Brief
Angle, structure, sources, internal links, word count and the point the piece has to make. You approve it.
Day 1 to 2Draft
Written by a person who has read the sources, with original examples rather than a paraphrase of the competition.
Day 2 to 4Edit and fact check
A second person edits, verifies every claim and checks the piece delivers what the brief promised.
Day 4 to 5Optimise and publish
Meta, schema, internal links and formatting. We can publish it on your site or hand over the file.
Day 5 to 6Rewriting beats publishing more, most of the time.
A page that ranked in position four two years ago has a history, links and data behind it. Rewriting it is usually faster and cheaper than starting again, and almost no one does it on a schedule.
Decay analysis
We pull every page losing impressions or slipping position over the last twelve months and rank them by how much traffic is recoverable.
Rewrite, merge or delete
Some pages need updating, some need consolidating into one stronger page, and some should be removed because they are diluting everything else.
Re-optimise against today
Search results change. A page written for what ranked in 2023 is competing against a page layout that no longer exists.
Per piece, not per word.
Paying by the word rewards padding. Every price includes research, the brief, the draft, a separate editor, fact checking, meta and schema, and one revision round.
Starter
Steady publishing for businesses that need consistency more than volume.
- 4 standard pieces monthly
- Briefs approved by you first
- Editor review on everything
- Meta, schema and internal links
- Published to your site
- Quarterly performance review
Growth
Enough volume to build clusters rather than publish isolated pieces.
- 8 pieces monthly, any mix of formats
- 20 social posts monthly
- Topic cluster roadmap maintained
- 2 content refreshes monthly
- Ad and email copy as needed
- Monthly review call
Authority
Full content programme including long form and executive ghostwriting.
- 16 pieces monthly
- One long form asset per quarter
- Ghostwriting with monthly interview
- 4 content refreshes monthly
- Digital PR and press support
- Fortnightly review calls
Ninety published posts and almost no traffic.
Written by a general agency from the top three results, with no clusters and no commercial pages behind any of it. We merged forty pieces into twelve, deleted twenty three, rewrote the rest around a proper cluster map, and built the pillar pages the supporting content should always have pointed at.
Book a discovery call