Our approach
Search decides whether you're seen. Writing decides whether anyone stays.
We plan for both from the first page: what people search for, how the site is organised to answer it, and copy that sounds like you.
The three pillars of SEO & Copywriting
- StructureA site organised around what people search for
- VoiceHow you sound, written down as decisions
- CopyClear answers, in your voice
Scope
From the first search to the last line.
- 01Search and content auditWhat is found, what is read and what holds the site back, ranked by what to fix first.
- 02Search intent researchThe questions your audience asks, in their own words, and what they want when they ask them.
- 03Site structureSitemap, page hierarchy, headings and internal links, decided together with the design.
- 04Tone of voiceA voice guide with principles, vocabulary and example lines your team can apply.
- 05Web copyPages, landing pages and product copy that answer the question first.
- 06Visibility in AI answersAI answers quote sources. We make your pages the clearest source to quote, for ChatGPT and Google's AI Overviews.
- 07Technical SEOCrawling and indexing, page speed, metadata and structured data: what search engines read first.
- 08Redesigns without losing rankingsEvery old page mapped to its new place, and checked after launch.
- 09Measurement and refreshSearch Console clicks and queries, enquiries and AI-answer presence, compared with a baseline at agreed check-ins.
Standards
What every page gets.
The baseline of every text we deliver. Each addresses a failure we see on most sites.
- A writer and an editor on every pageNamed from the start. Our own AI tools inform the analysis; people write, edit and sign off.AddressesGeneric copy nobody owns.
- Reader first, keyword secondSearch data shows what people ask; the page answers it for a person.AddressesCopy written for a tool rather than a reader.
- One job per pageEvery page has one purpose and answers one main question.AddressesPages that rank for nothing and convert no one.
- The answer comes firstThe key point up front, where readers and AI answers find it.AddressesImportant claims buried halfway down the page.
- Facts approved by youNo claim about your business goes live without your sign-off.AddressesStatements you never made, published under your name.
- Measured against your goalsEnquiries and clicks from search, compared with where you started.AddressesReports full of rankings that bring nothing in.
Starting point
Three ways in,
depending on what you have.
- Tool we use · Google Search Console
Search & copy audit
We go through your site the way search engines, AI tools and readers do: what is found, what is read, where people leave. You get a ranked list of what to fix first, and why.
- Best for
- An existing site that isn't found or doesn't convert, and a team that wants to know where to start.
- Less suited for
- A site being rebuilt from scratch; structure and voice fit better.
- Example · Mailchimp style guide
Structure & voice
Before a word of copy: the sitemap, what each page has to answer, and your voice written down as decisions. The foundation every page is then written on.
- Best for
- New sites and rebrands, where structure and voice should be decided before the pages.
- Less suited for
- A quick fix on one or two pages.
- Written for people, Google and ChatGPT
Key pages, rewritten
We start with one page to agree the voice together, then write the rest. Each page answers its main question first, so people and search engines find the point straight away.
- Best for
- Teams that know which pages matter most and want them clearer and easier to find.
- Less suited for
- Teams without a clear direction yet; start with structure and voice.
Tell us what you have, and we'll suggest where to start.
Discuss your projectProcess
Five steps, each one signed off by you.
Every step ends in something you can review before the next one starts.
01Listen
Your goals, your audience, and how you want to sound.
You receiveA short brief
02Research
A search audit, research into what your audience asks, and a baseline of where you appear today, including in AI answers.
You receiveFindings, priorities and a baseline
03Structure & voice
The sitemap, what each page has to answer, and your voice written down.
You receivePage plan and voice guide
04Write
One page first to agree the voice, then the rest, each with its metadata.
You receiveApproved copy, page by page
05Launch & hand over
Pages go live and every old address is redirected. We review results with you at agreed check-ins.
You receiveMeasurement plan, voice guide and page plan your team can use
AI in our workflow
Our tools do the analysis.
People do the writing.
Our own AI tools handle search analysis, audits and data: which questions you're missing, which pages compete with each other, what the metadata lacks. Every sentence, every decision and every sign-off stays with people.
- Search analysis and audits
- Missing questions and competing pages found
- Pages checked before launch
- Every word written by people
Frequently asked questions.
No. People write and edit every word. Our own AI tools support the research and the analysis.
Yes. We write your voice down first and agree it on one page before writing the rest.
Yes. The audit shows what to keep, what to improve and what to replace.
AI answers quote sources. We make your pages the clearest source to quote: the answer first, facts backed up, structured data in place. No one can promise how AI tools rank.
No one honestly can. We commit to the work, a clear plan and measurement against your goals.
Not if it's planned. Every old page is mapped to its new place before launch.
That's why we start with one page. We rework it with you until the voice is right, before writing the rest.
Most at the start and at each sign-off: a conversation about your goals and audience, then reviews between the steps.
Your goals, access to your analytics and Search Console, and someone who can approve facts about your business.
We measure, refresh and improve, or hand over the voice guide and page plan so your team can carry on.
You dream it, we build it
Walk in with an idea, walk out with a website that moves you and your business forward.