Written Content
Summary
We take the guesswork out of content creation, by carrying out detailed research both with you and independently, eliminating subjective hunches and focussing on objective, evidence-based courses of action.
Individual Project vs. Retainer
Individual Project
If you've come to us for the first time, or just need one new page, we recommend our Individual Project plan. We book you into the next available slot and follow the "How it works" process below.
Retainer
If you've used us before and are coming back for more content – or simply want to create a number of pages – we recommend one of our retainer packages. This guarantees you a new page on a regular basis, e.g. 1-2 pages a month, without having to wait for slots to become available.
How it works
Step 1: Discovery Call
We begin with a deep-dive call to understand your business goals, target audience, current website situation, and desired outcomes. Prior to the call, you will have provided us with some key data via a short questionnaire and we will already have carried out some initial research. This pre-work makes the discovery call much more fruitful and targeted. By the end of the call, we will already be exploring potential new content areas.
Step 2: New Content Decision
After the discovery call, there is a short period – typically no more than five working days – during which we first shortlist new content ideas and then settle definitively on one or more of them. Once the content decision has been made, you sign a contract and pay the first instalment. Alternatively, we decide mutually not to go ahead with content creation and the process ends.
Step 3: Content Drafting & Creation
Once we’ve agreed to proceed, we will conduct any necessary additional research and draft the content. You can be confident that the first draft will be 90% of the way there, incorporating the correct terminology, tone, and technical nuance. This expert-led approach saves your team valuable time and internal resources.
Step 4: Collaborative Review & Refinement
You and your designated subject matter experts will review the draft. This stage is designed for fine-tuning, not major overhauls. We'll collaborate to refine any specific technical details and ensure the tone of voice perfectly matches your brand identity. The process is designed to be efficient and respectful of your team's time.
Step 5: Delivery, Verification & Monitoring
On final approval, we deliver the written content along with all essential on-page SEO elements: title tags, meta descriptions, strategic internal/external links with optimised anchor text, etc. Images will also be delivered at this point, if you have taken up this option.
If you have also asked us to build the page in your CMS, we will carry out this work next.
Finally, whichever party has built the page, we will run our verification checks, to ensure all of the essential on-page elements are in place.
We then monitor the page’s performance monthly initially, and then quarterly, tracking key metrics, and will alert you if anything appears unusual.
What you get
All written content, typically 2,000 to 3,500 words
Title tag
Meta description
H1, H2 and H3 sub-headings
URL slug (recommendation)
Internal links and anchor text (recommendations)
External links and anchor text (recommendations)
Image/infographic/video recommendations and alt text
Schema markup
Optional add-ons
Image/video sourcing (free media only)
Simple infographic creation
Full page layout in CMS
Why it matters
By always following a well-thought-out, logical process, you will end up with a piece of content that your website visitors love and which stands the test of time. Top Google and AI rankings can never be guaranteed, but, more often than not, our highly search-friendly content ranks very well.
