Service 02 — Content Writing
Articles written by someone who understood the subject first.
Long-form articles, guides and comparison pages written to answer a real question properly. Researched with your team, edited to your voice, and structured so search engines can read them.
Covered here
- Pillar pages & guides
- Blog & article production
- Comparison and alternative pages
- Expert interviews
- Editing & rewrites
- Content refreshes
The difference is upstream of the writing.
Generic content is not a writing problem, it is a research problem. If the writer only knows what is already on page one, the draft can only ever be a summary of page one — and that is precisely what nobody needs another of.
So before drafting we get something the competition does not have: half an hour with someone in your business who does the work. What customers actually ask. Where the standard advice is wrong. The thing you find yourself explaining every week.
Written to be read, structured to be found.
Every piece is built on a brief: the reader, the question, the promise, and the shape of the answer. Headings follow the way people actually scan. The first hundred words say something rather than warming up.
The search work is quiet and structural — descriptive headings, terms used the way readers use them, internal links to the rest of the cluster, schema where it earns its place. No keyword stuffing, because it reads badly and no longer works anyway.
A review process that does not eat your week.
You see an outline before a draft, so disagreements happen when they are cheap. Drafts arrive with the sources attached. Two rounds of revisions are included, and edits come back as tracked changes rather than a fresh document you have to re-read.
We write in your voice, not ours. Where there is no house style yet, we write one down and stick to it, so a stranger cannot tell which pieces we wrote and which you did.
What you get
Deliverables, named plainly.
Briefed drafts
Each article arrives with its brief, sources, suggested title variants, meta description and internal links.
Pillar pages
The long, definitive page at the centre of a subject — the one everything else in the cluster points at.
Supporting articles
The specific, narrower pieces that answer one question well and feed the pillar.
Refresh passes
Existing pages rewritten rather than replaced, keeping the URL and whatever authority it has already earned.
How it runs
The order the work happens in
- 01
Brief
Reader, question, promise, structure, terms and links — agreed before anyone starts writing.
- 02
Interview
A short conversation with whoever in your business knows the subject best. This is where the good material comes from.
- 03
Outline
Sections and the argument in each. You approve the shape before we spend a day on prose.
- 04
Draft and edit
A full draft, two rounds of revisions, then a final pass for structure, links and metadata.
Questions
About content writing
Not for drafting. We use it the way most people use a search engine — to find sources and pressure-test an outline. The draft is written by a person, because the parts that make a page worth linking to are exactly the parts a model cannot know about your business.
Works well with
What usually runs alongside this
Content Writing
Think content writing is where you should start?
Send the situation in a few sentences. If a different service would help more, we will say that instead — it costs us nothing to be straight with you.
- A written reply from the person who would do the work
- No pitch deck, no discovery call before a first opinion
- If we are the wrong fit, we will say so and point elsewhere