Content for new websites

A: Every page on your site has a job to do, whether that's generating qualified leads or making a direct sale. Our job is to understand what you want from your website as a whole and then make sure that each page is clear, persuasive, and achieves your commercial objectives. As a rule though, clients want us to create content that appeals to their target audience, showing why they're the best choice to generate new leads and sales.

A: We start by talking to the people on your front line: your sales and service teams. Your frontline staff deal with customers day in and day out. That tells them what their real challenges are and where they need help. This means the content we create speaks directly about proven pain points and how to overcome them, the reason they're viewing your site.

A: We provide you with a clear timeline from day one on when the content for your new site or a new part of your existing site will be ready. After our initial discovery call, you'll have a full content creation plan in your inbox within two working days, including a content calendar containing the dates we have to write content by and how long you have to review them to stay on course.

A: Strategy is the ‘why’ (your goals), while the plan is the ‘how’ (the schedule and formats). For example, our content strategy for your site is there to build webpages that prove your authority, rank highly in search and AI overviews and generate enquiries. The plan is the schedule we stick to when we create that content.

A: Quality of content matters far more than quantity. Rather than creating dozens of pages of web content, we target the SEO keywords and the AI overview questions where your business needs to be seen by your target audience. We focus on impact so if we think there are four weak pages on your site that we could replace with one strong one, that's what we recommend.

A: Every page has a role but the two most important types of page on your website are your product/service pages (how you generate enquiries) and your credibility pages ('About Us' and staff bios where buyers check you out before getting in touch). You need excellent content on both of these pages to convert, especially if your company is not yet a leading name in your sector.

A: Think of your 'About Us' page as the page that establishes your credibility. 'About Us' and staff bios are vital for companies whose products or services involve a complex sales process with multiple decision-makers and influencers. Bullet point each one with your company mission and in-house expertise to deliver the last piece of reassurance they need to make contact.

A: Blogs are more than a great idea for a B2B site. Blogs are the single best tool for proving your authority over the long term to search engines and, by default, AI-led search. The higher your rank, the more often AI will find and cite your content in their answers, as long as they have an AI-friendly structure.

A: They have very different jobs. Think of a service page as a sales portal through which customers can either buy your product or make an enquiry. They're designed for action. In B2B, landing pages tend to be used to collect customer details, for example, when downloading a white paper, ebook, or thought leadership piece. We write both, plus many other content types, always tailoring each piece to its unique audience and commercial goal.

A: When you write for Google search, you're targeting keywords and topic relevance at the same time. AI Overviews don't look for keywords - they look for facts, favouring content that answers common questions clearly, cites sources, and reflects real expertise. How they're connected is that you've got a better chance of getting into an overview if you rank highly on Google.

A: Relevant keywords will always be important for SEO but, with the advent of AI, content that targets keywords is now more of a signpost than a destination. The higher your content ranks through keyword inclusion and topical relevance, the more likely it is to be pulled into an AI Overview. That means instead of clicking a blue link to reach your site, visitors may see your brand, your answer or your product featured directly, keeping you visible even when they don’t click.

A: E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) is Google's quality benchmark for content. It looks for proof that you are an expert behind any claims you or others make about your expertise. In our new website content, we build in that proof by citing credible data and showcasing author expertise to both readers and search engines.

A: Great content and strong technical performance are key online ranking elements. All the work you put into a website to make it authoritative can be undone by slow loading times and bad code. Our content plan includes clear technical recommendations for your web team to implement so your pages load quickly, rank reliably and give visitors a better experience from the first click.

A: We structure every page with AI in mind by using clear, logical headings, short paragraphs, dense FAQ sections, key takeaways, TL;DR sections and more. In addition to that, we create schema markups you can load into every page that make it easy for SEO and AI to understand context and accurately cite your information.

A: We believe in showing how our work contributes to your success. While we can't see your sales figures directly, we focus on the metrics that lead to them. We provide clear, jargon-free reports on qualified leads from contact forms and click-throughs on key calls-to-action, giving you the data needed to demonstrate a return on investment.

A: Once the project is complete and signed off, you receive full intellectual property rights. The content becomes 100% your asset to use however you see fit, forever. We believe in creating permanent value for you, not in complicated content licensing.

A: AI tools are useful for basic drafts, but they cannot create strategic content marketing or website collateral. Although Google says it doesn't penalise AI content now, we are certain it will in a few months once the volume of AI content becomes overwhelming. A skilled human website content writer, on the other hand, understands commercial nuance and your brand voice, creating content that persuades senior decision-makers to get in touch.

A: We start by becoming familiar with your existing brand guidelines, or we can help you create brand guidelines from scratch if you don't currently have any. From there, your writer learns your specific vocabulary, tone of voice and cadence until they sound like a natural extension of your team. The goal is content that's right first time, saving you valuable editing time.

A: We certainly do. Our approach combines human creativity with data-driven insights from specialist search engine optimization tools like SurferSEO and Ahrefs. This allows our writers to analyse the competitive landscape with incredible detail, ensuring the content isn’t just well-written—it’s precision-engineered to perform from day one.

A: Search is a dynamic environment, so fluctuations are natural. It's precisely for this reason we offer ongoing content partnerships. For further information, ask about these plans. They are designed to protect your investment by proactively tracking performance and refreshing content to maintain and grow your visibility long-term.