Website and brandingDriveways, patios and garden makeovers across the North East.
Launching soon
Content marketing
Pages that answer the actual question.
Every brief starts with the search, not with a word count. We map what people are really asking around a topic, structure the page to answer it in the order they ask, and write it so it reads like a person wrote it, because that is what keeps ranking.
Blog posts, landing pages, buying guides, comparisons and case studies. SEO copywriting that is briefed before anyone writes a word, and refreshed before it decays.
Content
Publishing more is the easiest thing to sell and the least likely to work. A page can rank first for four thousand searches a month and produce nothing, while a page ranking third for six hundred fills your diary.
How we work- Content strategy
- SEO copywriting
- Blog writing
- Landing page copy
- Refreshes of pages already live
- Weekly plain-English report
- + More
What's included
- 94%Intent match on published pages
- 18 moBefore a piece needs refreshing
- BriefedBefore anyone writes a word
- CompoundsOld pages still earning today
Why it's worth it
Last year's pages are still working.
This is the argument for content, and it's the one that takes patience to believe. The pages written eighteen months ago are still bringing people in this month, for nothing. That's the opposite of paid, where traffic stops the day the budget does. It's also why the first three months feel like nothing is happening, and why the businesses that quit at month four never see the part that makes it worthwhile.
- You own every page. There's no rent, and no algorithm to be evicted by.
- The cost per visit falls every month a piece stays live.
What we can help you with
Everything a page needs before it ranks.
Content strategy
Which topics are worth writing, chosen by what the searcher is trying to do rather than by volume. We'll show you the working.
The brief
The query, the intent, the questions in the order they're asked, a length taken from what currently ranks, and the links it has to carry.
SEO copywriting
Answer in the first eighty words. Structured to be skimmed and still make sense. One clear action. Written for the person.
Blog writing
Posts that target the questions your customers ask before they buy, each one briefed from what already ranks.
Landing pages
The pages that sell, written around one intent each, with titles, headings and schema pointing the same way.
Buying guides and comparisons
Different jobs, written differently. A comparison page for someone about to spend is not a buying guide for someone still learning.
Refreshes
Pages decay from about month eight. A refresh costs a fraction of a new piece and usually recovers more traffic than a new one would win.
Internal linking
Three links from every piece to the pages that sell, so the traffic a post earns has somewhere to go.
Reporting
Traffic, enquiries and position per page, every week, so you can see which pieces earn and which are quietly dying.
01. What we write
Five kinds of page, five different jobs.
A buying guide and a comparison page are not the same thing and should never be written the same way. This is one client's library over the last 30 days.
Content library, last 30 daysPublished
| Page | Traffic | Enq | Pos |
|---|---|---|---|
| Smart heating, explainedwhat is smart heating | 4,180 | 6 | 1 |
| What a full install actually costssmart heating cost | 2,960 | 41 | 2 |
| Grants you can still claimheating grants uk | 3,410 | 28 | 3 |
| Heat pump or combi, honestlyheat pump or combi boiler | 1,870 | 33 | 2 |
| Why your radiator is cold at the bottomradiator cold at bottom | 5,240 | 9 | 1 |
Monthly traffic 17,660Enquiries 117Best converter heat pump or combi
02. Right topic, wrong intent
Ranking is not the goal.
Both of these pages rank. Only one is written for somebody who is about to spend money. The first gets six and a half times the traffic and a twelfth of the enquiries. Ranking is just how you get in front of the right person.
Two pages, one topicIntent
"what is smart heating"4,180Position 1, 6 enquiries
"smart heating installer near me"640Position 3, 71 enquiries
Monthly organic sessions41,200From 4,900
Average position1.7Across the library
03. Your best page is dying quietly
Published is not finished.
A page peaks around month eight, then loses perhaps 3% of its traffic a month, slowly enough that nobody notices. Competitors published something newer, the facts aged, the search shifted. A refresh costs a fraction of a new piece and usually recovers more than a new piece would have won.
Page traffic, 24 monthsRefreshed
- Decay before refreshEvery month, from month 8−3%
- Recovered by refreshWithin two months+69%
- Refresh cost against a new pieceSame page, updated figures and questionsLower
- Refreshes a monthOn pages already live2
Briefed 6Drafting 4With you 3Published 5
How we work
The order we do it in.
Publishing more is the easiest thing to sell and the least likely to work. Everything here happens before volume.
- 01
Audit what you already have first
Most sites we take on are already sitting on pages that could rank and don't. We inventory everything, measure what each piece actually earns, and separate the ones worth refreshing from the ones worth merging or deleting. Thin pages competing with each other for the same query are a common and completely fixable problem.
- 02
Choose topics by intent, not by volume
A page can rank first for a term with four thousand searches a month and produce almost nothing, while a page ranking third for six hundred fills your diary. We prioritise by what the searcher is trying to do, and we'll show you the working, including when the honest answer is that a topic isn't worth writing about.
- 03
Brief it properly, before anyone writes
The query, the intent behind it, the questions that must be answered and in what order, a length taken from what currently ranks rather than invented, and the internal links it has to carry. Nearly every piece of content that fails, fails here.
- 04
Write it so a person would finish it
Answer in the first eighty words. Structure so it can be skimmed and still make sense. One clear action. No throat-clearing introduction about how important the topic is. Search engines have spent years getting better at spotting content written for search engines, and the defence has always been the same: write for the person.
- 05
Maintain the library, not just the calendar
Published is not finished. Pages decay from about month eight, and a refresh usually recovers more traffic than a new piece would have won, for less than the cost. Part of every month goes on updating what's already live, which is the part almost nobody budgets for.
What does content cost?
The content audit costs nothing. If you go ahead, we price the work monthly against the number of briefs, pieces and refreshes in the plan, and you'll see the number before you commit to anything.
How long before content brings in traffic?
Refreshing existing pages moves things within a month or two. New pieces take longer, often three to six months to settle, and then keep earning. The businesses that quit at month four never see the part that makes it worthwhile.
Do you use AI to write it?
We use tools for research and structure, and a person writes and edits every piece. Search engines have got very good at spotting content written for search engines, and so have your customers.
Who owns the content?
You do. Every page is published on your site, in your name, and stays yours if you ever leave.
Am I tied into a contract?
No long tie-ins. We work month to month, because an agency that has to keep earning your business tends to behave better than one that doesn't.
Do you work outside the North East?
Yes. We're based in Newcastle and most clients are nearby, but we run work across the UK, in Spain and in the US already. Remote-first, on site when it actually matters.
Our work
Recent projects.
Website and local SEOHeating and air conditioning engineers across London and the South East.
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Website and product marketingDigital workers for operations teams, explained in one scroll.
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Website and local SEOTrusted roofers in Gosforth, found first on Google.
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Website and brandingDriveways, patios and garden makeovers across the North East.
Launching soon
The rest of it
Content feeds everything else.
Almost every other channel is downstream of having something worth reading. This is where that gets made.
Search engine optimisation
Decides which pages are worth writing. Content is how the SEO roadmap actually gets built.
Pay-per-click
Tells us which messages convert before we commit a quarter to ranking for them.
Content creation You're here
Briefed from what already ranks, written for the person, and maintained after publishing.
Web development
A slow page loses the reader before the first paragraph, however good the writing is.
Social media
One long piece cuts into a month of posts, so the same research pays twice.
Email marketing
The thing worth subscribing for, and the material every newsletter is cut from.
Start here
Find out what's worth writing.
Send us the domain and we'll come back with which of your existing pages are decaying, which are competing with each other, and the five briefs we'd write first, before you've committed to anything.