Content written to rank, and to actually read well
Most agency content is assembled from the top ten results and reads like it. We start from what your customers search for, what your competitors failed to answer, and what only your business can credibly say.
Why most content never earns its cost
Publishing more rarely fixes it. These are the reasons content sits there doing nothing.
- Articles that rank for nothing anyone searches
- Category pages with a paragraph of filler under the products
- Five posts competing with each other for the same term
- Copy that could be any competitor with the name swapped
- Product descriptions pasted from the manufacturer
- A blog that stopped a year ago and still shows the date
- Generated text that reads fluently and says nothing
- Traffic arriving on posts that never lead to a sale
The formats that do the work
Articles and guides
Long form pieces built to answer a real question completely, structured so search engines and AI answer engines can lift the answer cleanly.
Category and collection copy
The highest value pages on most ecommerce sites and usually the thinnest. Written to rank the category rather than pad it.
Product descriptions
Specific, scannable and different from the manufacturer text every competitor is also using, which is what stops you competing on duplicate copy.
Landing and service pages
Pages with one job. Written around the objection that actually stops people buying, not around a keyword density target.
Content strategy
What to write, in what order, and what to stop writing. Built from search demand, your existing coverage and the gaps competitors left open.
Refreshing what exists
Often the cheapest win available. Consolidating pages that compete, updating what decayed, and rescuing posts that rank on page two.
Briefed from data, written by people
Every brief starts in the same place: what your Search Console already shows people asking, what the crawl says you have and have not covered, and where several of your own pages are quietly competing for the same term. That last one is common and almost always invisible without a crawl.
Then a person writes it. We use AI for research and for the tedious parts, and not for the draft, because generated copy reads fluently while saying nothing specific enough to earn a link, a citation or a sale. If you have tried publishing at volume with generated text, you have probably already seen the results plateau.
We also publish extensively ourselves. There are more than 150 articles on this site, written to the same standard, which is a reasonable way to judge whether you like the writing before you commission any.
From plan to published
Audit
We crawl what you have, pull your Search Console queries and find the overlaps, gaps and pages already close enough to rescue.
Plan
You get a prioritized list of what to write, refresh or merge, with the reasoning attached. You can act on it with or without us.
Write
Briefed, written and edited by people, in your voice, with the internal links and structure decided rather than improvised.
Measure
We track what each piece earns and revisit the ones underperforming, instead of moving straight on to the next commission.
Before you get in touch
Do you use AI to write the content?
Not for the draft. We use it for research, for summarising sources and for the mechanical parts of the process. The writing itself is done by people, because generated copy is fluent, generic and interchangeable with whatever your competitors generated from the same prompt. Anything we deliver is written and edited by a human and checked for originality before it reaches you.
How much content do I need?
Usually less than you think, and better. Ten strong pages that own their questions outperform sixty thin ones, and thin pages actively drag on the rest of the site. For most clients the first job is fixing and consolidating what already exists before commissioning anything new.
Will you write in our voice?
Yes. We work from what you already publish, plus a short conversation about what you never want said. First pieces come back with a revision round built in so the voice gets calibrated early rather than argued about later.
Can you just do category and product copy?
Yes, and for ecommerce it is often where the money is. Category pages usually carry the commercial search terms and are usually the thinnest pages on the site, which makes them the fastest thing to improve.
Do you publish it or just hand over documents?
Either. Plenty of clients want documents to run through their own process. If you would rather it went live formatted, internally linked and with the schema in place, we do that too, which removes the step where good content sits in a folder for two months.
Start with the plan, not the invoice
Tell us your topics and your market. We will come back with what is worth writing, what is worth fixing and what is not worth doing at all.
You see the plan and the reasoning before you commit to a single article.