Your website's almost ready to go. All you need now is content that SEO catches and AI references to attract the right traffic.
Scroll down to find out how our website content writers achieve this for clients.
Most new websites get held up at the final stage: writing the content. These four issues are the main reasons why:
“The site’s designed, built and approved but we’ve got no content. No one has time to write it and the whole project has stalled."
“They tried but the content was dry and cliched. After spending this much on the design, we're not launching it with substandard copy."
"No-one really knows if we're targeting the right keywords or creating copy that AI summaries will source and search engines will rank."
“Our products and services make a real difference to customers but none of those benefits come acorss on our new website's sales pages."
Your potential customers are searching for solutions. Our professional content writers use focused SEO methods to help them find you, understand what you offer and take action.
Introduce your business by highlighting your core products or services and showing how customers benefit from working with your company.
Showcase your product's benefits and use cases in plain English, driving new leads and sales by showing how they solve customer problems.
Explain what your services do, how they work and the results they deliver, so prospects understand the benefits and want to take the next step.
Share your company accreditations and testimonials and your key staff members' experience and qualifications to build client confidence.
Create focused landing pages for single offers. Lay out the benefits step-by-step and prompt visitors into positive action with a strong CTA.
Create high quality content sharing your expertise and industry insights to build online authority and improve search results across your whole site.
Show visitors how you solved problems just like the ones they're experiencing and the benefits that's delivered to customers with case studies.
Offer white papers and e-books full of valuable actionable information on your site and social media in exchange for prospects' contact details.
Before we start writing content like your blogs articles, we need to understand your business, your market, your target market and what your website needs to achieve. Here's how we generate content ideas for your site:
We ask simple, focused questions about what you sell, who you sell it to and what makes it valuable to customers. We also find out what you want your website to achieve.
If you have an existing site, we check what's working well and what's not. We also look for content gaps your competitors are filling and you’re not, so we can close them.
We find the keywords buyers use to find your products and which rival firms already rank for them. That helps us plan content that gets you seen by the right people.
The simpler your site navigation, the easier it is for visitors and Google to find your valuable content, meaning more buyers reach the information they're looking for.
We build content clusters: groups of pages on related topics linking to each other. Google ranks sites with strong clusters higher, making your site easier to find.
After launch, we monitor your sales funnel, finding which content performs well and where visitors lose interest so you can keep more buyers engaged for longer.
Before we start writing content like your blogs articles, we need to understand your business, your market, your target market and what your website needs to achieve. Here's how we generate content ideas for your site:
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We ask simple, focused questions about what you sell, who you sell it to, what makes it valuable to customers and what you want your new website to achieve.
If you have an existing site, we check what's working well and what's not. We also look for content gaps your competitors are filling and you’re not, so we can close them.
We find the keywords buyers use to find your products and which rival firms already rank for them. That helps us plan content that gets you seen by the right people.
The simpler your site navigation, the easier it is for visitors and Google to find your valuable content, meaning more buyers reach the information they're looking for.
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We build content clusters: groups of pages on related topics linking to each other. Google ranks sites with strong clusters higher, making your site easier to find.
After launch, we monitor your sales funnel, finding which content performs well and where visitors lose interest so you can keep more buyers engaged for longer.
Creating effective website content takes expertise, time and skill. Even small websites of 10–20 pages need careful planning and specialist writing to attract customers and rank highly in Google. Compare the DIY approach to using w.marketing:
If you’ve got a rough plan, we’ll help you sharpen it. If you’ve got nothing, we’ll build it from scratch. Either way, we'll do the hard part because we're your writing team. Here’s how to get things moving.
Arrange a quick call to discuss your business, what you offer and the goals you have for your website.
Send us your existing plan if you have one or spend 10 minutes explaining what you want from your site.
We provide you with a customised content strategy. Give us your feedback and we'll refine it further.
Once you approve your plan, we'll start writing immediately, meeting clear deadlines for every page.
Another great way to rank your website and get AI to reference it in answers is by creating a library of authoritative and intent-based articles and blogs. Find out more about our service that starts from £1,000 a month by clicking the link below.
Case studies show your audience how your products and services solve real pain points and unlock new opportunities. They're also fantastic tools for generating online leads and closing sales. Find out more about our six-format case study service by clicking below.
Here's a selection of the types of questions customers ask when they contact us.
New website content is the process of planning, creating, and publishing text, images, and multimedia to achieve specific business objectives. Its primary purpose is to attract a defined target audience, engage them with valuable information, and guide them towards a conversion, such as making an enquiry or a purchase. For a business, high-quality website content is crucial for building brand authority, improving search engine visibility, and generating qualified leads.
The first step in creating new website content is to develop a content strategy. This is so that the content you create for your site matches and targets your commercial objectives by defining a target audience, primary messaging and your KPIs.
Create between one and three detailed buyer personas by conducting interviews with existing customers and sales staff, analysing website analytics. Research who your competitors target. Once you know who it is you're writing for and what interests them, you can create content that speaks directly to their goals, questions and buying triggers.
A typical timeline for producing 10 pages of new website content, from strategy to publication, is four to six weeks. This timeline includes a one-week strategy and planning phase, a two-to-three-week content creation and review phase, and a one-week implementation and optimisation phase
A three-stage subject matter expert (SME) review process ensures technical accuracy and involves interviews with staff members in the first instance, followed by a first draft review and then a final review.
A business measures the ROI of new website content by tracking specific conversion metrics within an analytics platform like Google Analytics 4. Key metrics include the number of marketing qualified leads (MQLs) from content downloads, the conversion rate of key pages, and the total value of sales attributed to organic traffic, which it calculates using the formula: ((Revenue from Content - Content Cost) / Content Cost) x 100.
On-page SEO refers to optimising elements on the page itself, such as using target keywords in headings, meta descriptions, and body text. Off-page SEO involves taking actions outside of the website to build its authority, primarily through acquiring backlinks from other reputable sites.
A business decision-maker should expect to commit approximately four hours over a six-week project. This will involve an initial strategy meeting, review calls during the process, and time to read and approve website content. Copywriters also spend additional time with your staff to deepen their knowledge of your business and its products and services.
The most effective content types for B2B lead generation demonstrate expertise and solve specific problems. These include:
Analyse competitor keywords, using SEO tools like Semrush to identify high-intent search terms and then map them to keywords to different stages of the buyer's journey. Then, prioritise terms with a balance of search volume and commercial intent.
A content audit is a systematic review of all existing content on a website. A business conducts an audit to identify underperforming pages to remove or update, find successful content to repurpose, and discover critical content gaps that the new content strategy must fill.
A business should updates its content on a six or twelve-month cycle as part of a content maintenance plan. This work involves reviewing the content's performance against its original KPIs, checking for factual accuracy, updating statistics, and making SEO adjustments to improve or maintain its search ranking.
Internal links improve content performance because they distribute page authority (or "link equity") throughout the site and guide users to relevant, related content. This process helps search engines understand the website's structure and can increase user engagement time.
A pillar page is a comprehensive piece of content that provides a definitive overview of a broad topic. A business creates new, more specific "cluster" content (like blog posts) to link back to the pillar page, which signals to search engines that the website has deep authority on that subject.
If a piece of new content does not achieve its target KPIs within three to six months, you shoudl run a performance review. The review team analyses user engagement data and search rankings to diagnose the issue, which leads to a plan for either rewriting, repositioning, or replacing the content.
Images and visuals play a crucial role because they break up text, explain complex concepts, and increase reader engagement. Custom diagrams, charts showing data, and high-quality photographs make content more memorable and shareable.
Start by thinking about what your audience is actually searching for. A good keyword strategy helps you match your content to the right search terms, so your pages show up when it matters.
Keep your content readable. That means short paragraphs, clear subheadings and language your visitors understand. Google rewards sites that are easy to use and helpful, so improving user experience helps your rankings too.
You can also use tools like Google Analytics to track how your content performs. If people aren’t reading or engaging with certain pages, that’s a sign they may need improving. Strong headlines and clear structure help hold your readers' attention and make your site feel easier to explore.
Search engine optimization isn’t just about keywords. It’s about writing content that’s useful, full of relevant information, and easy to find—for both people and search engines.
A professional content writing service helps businesses create content that’s tailored to their audience, industry and goals. Writers often handle the full process from research and planning to writing, editing and publication.
Good services keep communication clear throughout and work closely with clients at every step. Clients are always given the chance to review drafts and give feedback before anything goes live, with final approval always resting with them.
Many services also include market research, including reviewing competitors’ websites, to make sure the content speaks directly to your audience and sets you apart. Whether you’re working with a freelance writer or a full agency, flexibility, feedback and collaboration are key to getting great results.
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.Start by defining what you want your website to achieve. Every section, whether it’s your homepage, service pages or blog, may have a different goal like building trust or generating enquiries, so the content strategy should reflect that.
Next, get clear on who your audience is and what they need at each stage of their visit. That helps you choose the right types of content, from product descriptions and case studies to FAQs, downloads and customer testimonials.
Plan each page with a clear purpose. Don’t just fill space: instead, think about what the visitor should do or understand by the time they finish reading. Use bullet points where needed to make key messages easier to scan.
Behind the scenes, create a simple content governance plan. This helps you stay consistent, keep things up to date and make sure different people involved in the site are on the same page. It’s not just about writing but about managing content over time.
Start by planning what pages you need and what each one is meant to do. A simple sitemap helps keep everything organised and makes it easier for visitors to find what they need.
Give each page a clear purpose that supports your wider business goals, whether that’s making a sale, booking a call or explaining what you do. Using a good content management system (CMS) simplifies the process of managing web content.
Keep your writing easy to read. Use short paragraphs, clear subheadings and break things up with visual assets where you can. People remember images better than text alone, and visual content helps keep them engaged.
Finally, don’t treat your website like a once-and-done project. Review and refresh your content regularly to keep it relevant and useful.