First results
Landing page work shows in the paid numbers within weeks.
Content is the least glamorous line in the budget and the one that quietly decides how the other five perform. An ad pointing at a thin page is an expensive way to lose a visitor.
What the work involves
Content mapped to intent
What someone needs to read before they will enquire, at each stage, rather than a blog calendar filled by topic generators.
Landing pages
Written for one campaign and one promise. Most paid accounts we inherit point six campaigns at one generic page.
Service and category pages
The commercial pages that carry the searches worth having, and the ones most businesses write once and never revisit.
Articles worth linking to
The pieces that earn coverage and referral traffic, which is also what makes link building possible.
Video and short form
Shot to be used on the site and in social, not produced twice.
A brief, always
Query, angle, questions to answer, pages to link. Content without a brief is a bill for words.
What to expect, and when
The honest version, including the part that is inconvenient.
Break-even
Organic content typically one to three months for rewrites, longer for new pages.
The trade-off
It is the easiest line to cut and the one whose absence you notice last.
Questions we get asked
Do you use AI to write it?
For research, clustering and first structure, yes. For the pages that have to convince someone to spend money, a person writes it and a person edits it. The difference is visible.
How much content does a site actually need?
Fewer pages than most agencies sell. Six strong commercial pages beat sixty thin ones, and they are cheaper to maintain.
Can you work with our in-house writer?
Yes, and it is usually the best arrangement. We brief, they write, we edit and publish.
Do we own it?
Yes, including the briefs and the source files.
The other five channels
None of them works in isolation. The split is the decision that matters.
Get your budget split before you get a quote
Tell us what you sell, what you spend now and what a customer is worth. You get back a proposed allocation across the six channels, the expected cost per lead for each, and how long before it shows.