Two jobs: rank, then convert
Commercial: money pages, not blogs
One page: at a time, properly

Volume content sits under Content Writing.

SEO Copywriting

Ranking and converting are different briefs. Most commercial pages are written for one at the expense of the other — either keyword-stuffed copy nobody wants to read, or elegant copy that never gets found.

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Content Marketing

Writing built to rank on Google and to be quoted by AI assistants.

Tension: And how to resolve it.

Where the two briefs conflict

Search rewards explicitness. A page should state plainly what it is, use the terms people actually search, and answer the question directly. Conversion rewards persuasion, specificity and momentum, and often works better with fewer words.

The conflict is real but usually overstated. It resolves through page structure rather than compromise: satisfy the search intent explicitly and early, then build the commercial argument underneath. A visitor who arrives from a query wants confirmation they are in the right place before they will read anything persuasive.

What does not work is treating keyword density as the job. That produced a decade of unreadable service pages, and it stopped working some years ago.

8 areas: One body of work, not a menu.

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What’s included

Intent analysis

Establishing what someone searching this query actually wants, which is frequently not what the page currently offers.

Page structure

Headings and information order that satisfy the query early, then build the commercial case. Also what makes a page extractable by AI assistants.

Commercial page copy

Service pages, category pages, landing pages and location pages — the pages with a revenue job.

Title and meta copy

Written for click-through rather than keyword inclusion, and monitored for the rewrites Google frequently applies.

Conversion elements

Calls to action, proof placement, objection handling and form framing, informed by what the traffic source implies about readiness.

Cannibalisation resolution

Rewriting pages that compete with each other, which usually means consolidating rather than differentiating.

Localisation

Copy for Indian-language and multi-market pages written natively rather than translated.

Existing page rewrites

Frequently better value than new pages. A page already ranking on page two often needs editing rather than replacing.

Common questions: Asked on most first calls.

Questions

Is this different from content writing?

Yes. Content writing covers volume — blogs, articles, product descriptions. Copywriting is the commercial pages where the words directly affect revenue. Different skill, different rate, different volume.

Do you use AI to write?

For research, outlining and processing large datasets, yes. For final commercial copy, no. AI output on money pages reads generically, and generic copy converts poorly whatever it does for rankings.

What about keyword density?

Not a thing we optimise for, because it has not been a meaningful ranking factor for a long time. We make sure the page uses the language its audience uses, which is a different discipline.

Can you write in our brand voice?

Yes, given examples of what you consider good. If you have no established voice we will propose one, though that is properly a branding exercise rather than a copywriting one.

Will rewriting an existing page lose its rankings?

A short-term wobble is possible. Done carefully — preserving what the page ranks for while improving structure and clarity — the usual outcome is improvement. We baseline before changing anything.

Related: Often scoped alongside this.

Next step: We look at your site before the call.

Start with a free audit

An automated crawl plus a 30-minute walkthrough of what we can see from outside your site. If what you need isn’t something we do well, we’ll tell you.

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