Content planned around the questions your buyers type.
Twenty generic blog posts rarely bring in customers. We find out what your buyers search for, see where competitors answer badly, and write briefs for pages that answer the question properly.
Each brief rests on search intent and commercial value. We keep the writing plain and factual, so a reader finds a real answer and a reason to get in touch.
- Focus
- Search intent, competitor gaps, topic clusters
- Standards
- British English, factual verification, plain language
- Deliverables
- Content maps, editorial briefs, refresh specifications
- We need
- A short call with your team and your product notes
- Scope
- Strategy, briefs, drafting or page refreshes
- Price
- From $3,000 for the strategy project, then from $1,800 a month for ongoing briefs and page refreshes. US dollars plus any taxes that apply. Your written proposal fixes the final price.
- Led by
- A senior content strategist
A search query becomes a brief a writer can follow.
One example, from what people type into Google to the brief we hand to a writer. The business is invented.
Talk to us about contentInterior design cost for a small office
- Query
- “interior design cost for a small office”
- Intent
- Someone comparing options and prices before getting in touch.
- Gap
- The site has no page that answers this question directly.
- Outline
- What affects cost. Package options. How to get a quote.
- Status
- Brief ready for reviewA human writer drafts it only if you commission that.
Example brief. The query and business are illustrative.
Six parts of the work.
Good content starts with listening: what buyers ask, what competitors miss and which of your pages need work.
Customer intent and queries
We follow the questions buyers ask, from first noticing a problem to comparing suppliers.
- Which searches are looking to buy and which to learn
- Questions mapped to each stage of the decision
- Search volume checked, with seasonal patterns
- The searches that tend to lead to enquiries
Competitor content review
We read what the top results in your market say, and note where they are thin, out of date or confusing.
- Which keywords you and competitors both target
- Thin pages and outdated claims
- Questions their guides leave unanswered
- Where a clearer, better-evidenced page would win
Topic clusters and linking
We group topics so your service pages and your guides support each other.
- One main page per topic, with supporting articles
- Internal links with descriptive link text
- A clear parent and child structure
- No two pages competing for the same search
Content briefs a writer can follow
Each brief tells a writer what to answer, what headings to use, what facts to include and how to format it so it can be quoted.
- Heading outline
- Customer questions to answer directly
- Terms and synonyms buyers use
- Tone and technical depth for your audience
Refreshing existing pages
Pages that once earned traffic often slip. We find them and rewrite the sections that aged.
- Which pages lost traffic, and when
- Out-of-date facts corrected or removed
- Restructured to win featured answers
- Links added from newer content
Editorial check
Every page has to stand behind your name. We check clarity, flow, British spelling and every claim.
- Plain English, no buzzwords
- Statistics and customer claims verified
- Consistent names for your products and services
- Proofread for readability
Plans a writer can pick up and use.
You get documents that writers, editors and your experts can act on the same day.
Your team can write from them, or you can ask us to draft. The standard is the same either way.
Intent and opportunity map
A spreadsheet of topics ranked by buyer stage, search demand, difficulty and commercial value.
Topic cluster and linking plan
A diagram and table showing how your main pages link to the guides that support them.
Editorial briefs
One brief per article: headings, buyer questions, intent, proof points and internal links.
Refresh specifications
A page-by-page list of what to update, expand or cut on articles that have slipped.
Style guide
Rules for spelling, voice, banned buzzwords and how claims are checked, so every page sounds like you.
How the work runs.
Each stage ends with something you can read and approve.
Audience and problems
We talk to your team about customer pain points, sales objections and the words buyers really use.
Queries and competitors
We analyse search queries, competitor rankings and intent to find the topics most likely to lead to enquiries.
Briefs and schedule
We group the chosen topics, write the briefs and agree a publishing schedule your team can keep.
Drafting and review
We draft the pages you commission, or review your team’s drafts, and check every fact before publication.
Every engagement ends with a Delivery Record.
It is the proof that comes with the work: what we agreed, what we delivered, how it was checked, what you own and what we recommend next. You sign it off, or tell us what is missing.
You get one at the end of a project, and one each month on a monthly plan.
In this service it covers
- Each brief delivered, with the search query and intent behind it.
- Pages refreshed, and the publishing schedule you agreed.
- What is published, what is still waiting, and what we would write next.
What a typical engagement covers.
These are the facts from the top of this page, set out as one sheet. Your own scope is agreed in a written proposal before any work starts.
Content Research & Strategy
- Focus
- Search intent, competitor gaps, topic clusters
- Standards
- British English, factual verification, plain language
- Deliverables
- Content maps, editorial briefs, refresh specifications
- We need
- A short call with your team and your product notes
- Scope
- Strategy, briefs, drafting or page refreshes
- Approval
- Scope waits for your approvalNothing starts until you agree the scope.
Example summary. Scope, timing and price are agreed in a written proposal.
What is and is not included.
We focus on research-led content for buyers. Here is what you get and what we leave out.
What is covered
- Search intent research and query sorting
- Competitor gap analysis
- Topic cluster and internal link plan
- Content briefs with heading outlines and proof points
- Decay reviews and refresh recommendations
- Copy editing for clarity, tone and British spelling
- Fact-checking so no claim is invented
What is not included
- Mass-produced AI articles written only to attract links
- Promises of viral traffic or fixed rankings
- Press release distribution or paid syndication
- Claims or testimonials with no customer evidence behind them
- Ghostwriting on subjects outside your documented expertise
Common questions
Do you write the articles, or only the strategy?
Both are available, priced separately. The strategy project starts from $3,000, and ongoing briefs and page refreshes from $1,800 a month. If you want us to draft, we interview your specialists and quote the writing in your proposal.
How do you choose which topics to do first?
By buyer intent first. A search made 200 times a month by people ready to buy is worth more than one made 10,000 times by browsers. We also weigh how big the competitor gap is and how realistic it is for your site to rank.
Why not generate 100 blog posts with AI?
Search engines and AI assistants increasingly ignore generic text with no first-hand knowledge. A hundred thin articles also use up crawl time and put off the buyers you want. We write fewer pages that answer the question properly.
Can you improve content we have already published?
Yes, and it is often the fastest win. We find pages whose rankings slipped or whose facts aged, then specify the edits: updated facts, clearer answers and better internal links.
What do you need from our experts?
A 30 to 45-minute conversation per topic cluster, or access to your product documents and customer notes. That is how the briefs capture details a generic web summary would miss.
Tell us what you need.
Share your website and what you want to improve. We reply from a person and agree the scope in a written proposal before any work starts.
Services that work with this one.
Each service can be bought on its own. These connect to it, so the work fits together.
Know what to publish next.
Tell us who you want to reach and what you publish today. We will look at your content and tell you where the best openings are.