Content strategy
Content with a reason to exist
Plenty of business blogs are full of posts nobody reads. They were written because someone said you need a blog, with no plan for who they’re for or where they lead.
A content strategy fixes that. Every page has a search it’s meant to answer and a sensible next step for the reader. It’s a core part of our SEO services.
How the pieces fit
Service pages
If someone searches for exactly what you do, there should be a page that answers them, with prices, process and proof.
Guides
Long pieces covering a whole subject, sitting between service pages and articles. Like our own guides.
Articles
Shorter pieces answering the questions people ask before they buy. How much, how long, which option suits me.
How we plan it
1
Start with what you sell
Service pages come first. Missing service pages are often the biggest gap on a small business site.
2
Then the questions people ask
Questions from sales calls, emails and Search Console become guides and articles that answer properly and point to the right service.
3
Group it by topic
Hubs and spokes. A service page, a guide covering the subject, and articles on each detail, all linked together.
4
Write it properly
Google’s guidance asks for helpful, reliable content made to benefit people, and tells site owners to think about who created it, how and why. We write in your voice and check every fact.
Our approach
Writing from real experience
Generic content is easy to produce and hard to rank. If an article could have been written by anyone in your industry without knowing anything about your business, it probably won’t stand out.
The content that works draws on what you know. The questions customers ask on the phone. The mistakes you see people make before they come to you. The jobs that went well and why. That’s the material that makes a page worth reading and worth linking to.
Our job is to get it out of your head and onto the page in a form that reads well and fits the plan. Sometimes that’s a twenty-minute call and we write it up. Sometimes you write and we edit.
Then there’s keeping it going. A plan that needs a new article every day falls apart in month two. We build a schedule around the time you actually have, and we’d rather you published something good every fortnight than something rushed every week.
At a glance
What you get
- ✓A topic map showing the pages you need and the search each one targets
- ✓A publishing plan you can keep up with
- ✓Pages and articles written, fact-checked and published
- ✓Internal links added as each new page goes live
- ✓Regular reviews using Search Console
Good to know
How it ties in
New pages need the basics right from the start, which is where on-page SEO comes in. Content worth reading makes link building easier, and it’s the heart of AI search optimisation.
We can plan, write and publish, or just plan and edit while you write. Pricing follows whichever split suits you.
Often enough to keep going, and no more. Two good articles a month will do more than eight thin ones. Google’s spam policies specifically cover pages churned out at scale to manipulate rankings.
Yes, and you may well write it better than anyone, because you know the work. We can provide the plan and the briefs, then edit what you write.
With a list of the questions customers ask you most. Our guide to SEO for business websites is worth a read in the meantime.
As long as they need to be to answer the question properly, and no longer. Some topics need two thousand words. Others need four hundred.
We review them as part of the plan. Some are worth updating, some should be merged, and some can go.
Often. A case study can become a service page section, an FAQ can grow into an article, and a talk you’ve given can become a guide.
Search Console shows which pages appear for which searches and how many clicks they get. Analytics shows whether those visitors get in touch. We review both.
That’s the aim. We’ll read what you’ve already written, talk to you about how you’d explain things and write in that voice.
Related services and guides
On-page SEO
Getting each new page right.
AI search optimisation
Clear answers that AI can use.
Link building
Content that earns links.
Our guides
See the model in action.
We’re not like other agencies
No B.S. Just brains, beauty, and battle-tested results.
Results-Driven Approach
Every decision is commercial. Every click, campaign and line of code is engineered to drive pipeline, revenue and growth, not vanity metrics.
End-to-End Service Offering
From initial strategy through to execution and ongoing optimisation, we own the whole process. One point of contact, full accountability, no finger pointing.
Transparent Communication
You’ll always know what we’re doing, why we’re doing it and what it’s delivering. No smoke and mirrors, no monthly reports full of meaningless numbers.
Scalable Solutions For Growth
Whether you’re an established business looking to dominate your market or a growth stage company building for scale, we build digital infrastructure that moves with your ambitions.
Book A Call
No pitch. No pressure.
We don’t do discovery calls designed to wear you down until you sign something. This is a straightforward conversation between two businesses. We ask the right questions, listen properly and tell you honestly whether we’re the right fit.
If we are, you’ll go away knowing exactly what a partnership with TWA looks like and, more importantly, how it can benefit your business. If we’re not, we’ll tell you that too.
We’d rather turn down the wrong work than take on a client we can’t genuinely help scale.
