SEO content for B2B companies

Pages written from the words of the people who do the work

Service pages, customer case studies and articles for businesses whose subject is hard to explain. You put forward the person who knows it; I ask the questions, write the piece and agree it with you before anything is published.

See the three packages How a piece is made

The brief

What the piece has to do, who is meant to read it and what it will be built from, settled in writing before a word is written.

The interview

A recorded conversation with the person you nominate. The subject knowledge is yours; the questions are mine.

The facts you confirm

Everything the piece states as fact goes back to you to be confirmed. What cannot be confirmed is left out.

Draft, edit, approval

The piece is written to the agreed outline, edited, and put in front of you as a draft to approve or send back.

Handover, or publication

The approved piece is handed over as a file, or published on your own site if you have given me access to do it.

Three kinds of material, kept apart

They are written for different readers at different points, and they are not interchangeable. A page that sells a service is not an article, and an article dressed up as a sales page does neither job.

Printed drafts of service pages and case studies spread across a pale desk, one of them marked up in pencil — Service pages, articles and case studies are written to different shapes, and the shapes are set out on the materials page.

What each kind is for, and how it is commissioned
Kind	Who reads it	Commissioned as
Service Pages	A buyer who already has the problem and is working out whether you are the right people to take it to.	Service Page Copy (£240 per project) or the Monthly Content Allocation (£1150 per month)
Articles	Someone researching the subject who has not decided that they need a supplier at all yet.	Monthly Content Allocation (£1150 per month)
Case Studies	A buyer who believes you can do the work and now wants to see it done for somebody like them.	Customer Case Study (£380 per project) or the Monthly Content Allocation (£1150 per month)

There is no one-off article in the price list, so articles are written inside the Monthly Content Allocation as part of that month’s three pieces. The materials page sets out the running order each kind is built to, the questions the interview has to answer and what you are asked to confirm.

What it costs

Three packages, in pounds sterling. Two are commissioned a piece at a time. The third is a month’s allocation, and it is an alternative to the first two rather than something added on top of them.

Service Page Copy

One page that explains a single service in the words a buyer would use.

£240per project

Commissioned one piece at a time.

Service Page Copy: what the package holds
What you get	One service page
Length	Up to 1,000 words
Interview	Up to 30 minutes
Revisions	One round
Turnaround	5 working days

What is included

One service page of up to 1,000 words
An interview of up to 30 minutes with the person you nominate
An outline agreed with you before the writing starts
Editing, and a draft put in front of you for approval
One round of revisions against the agreed brief
Publication on your own site if you give me access to do it

What is not included

A second round of revisions, or changes outside the agreed brief
A second page on the same subject
Claims that your source material does not support
Any undertaking about where the page ranks or how much traffic it draws

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Customer Case Study

One customer story, written from an interview and checked back with them.

£380per project

Commissioned one piece at a time.

Customer Case Study: what the package holds
What you get	One case study
Length	Up to 1,500 words
Interview	Up to 60 minutes
Revisions	Two rounds
Turnaround	7-10 working days

What is included

One case study of up to 1,500 words
An interview of up to 60 minutes, with your team or with your customer
An outline agreed with you before the writing starts
Editing, and a draft put in front of you for approval
Two rounds of revisions against the agreed brief
Publication on your own site if you give me access to do it

What is not included

A third round of revisions, or changes outside the agreed brief
Getting your customer to agree to be written about, which is yours to arrange
Figures or outcomes you cannot evidence, which are left out rather than estimated
Any undertaking about where the case study ranks or how much traffic it draws

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Monthly Content Allocation

Three pieces a month, drawn from whichever of the three kinds you need.

£1150per month

Billed monthly, in place of commissioning pieces one at a time.

Monthly Content Allocation: what the package holds
What you get	Three pieces a month
Length	Up to 1,200 words each
Interview	Up to 90 minutes in total
Revisions	One round of each piece
Turnaround	Monthly

What is included

Three pieces a month, up to 1,200 words each
Service pages, articles and case studies, in whatever mix you choose that month
Interviews of up to 90 minutes in total across the three pieces
A plan for the month agreed with you before the writing starts
Editing, and each draft put in front of you for approval
One round of revisions of each piece
Publication on your own site if you give me access to do it

What is not included

A fourth piece in the same month, which is quoted on its own
Carrying an unused piece or unused interview time into the following month
A second round of revisions on a piece
Any undertaking about where the pieces rank or how much traffic they draw

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The figure quoted is the figure invoiced. Work outside an agreed brief is quoted separately in writing before it starts, and nothing is charged until you have accepted that in writing. The three side by side shows where they differ.

The two things this depends on you for

Neither is a formality, and both are worth knowing before you commission anything: without them the writing has nothing to be made of.

A voice recorder and an open notebook on a pale table, with a pen resting beside them — The material comes out of a recorded conversation, not out of what is already published about your subject.

You provide the expert

The material comes out of a recorded interview with somebody at your business who actually does the work: the engineer, the surveyor, the person who takes the difficult calls. I bring the questions and the writing. The knowledge is yours, and a page written without it reads like every other page written without it.

Each package allows a set amount of interview time, and the time is for the interview itself. If the person you nominated cannot make the call, it is moved rather than filled in with guesswork.

You confirm the facts

After the interview you get a short list of the claims the piece intends to make, the figures it intends to quote and the names it intends to use. You confirm each one, correct it, or strike it out.

Anything you do not confirm is left out. It is not softened, hedged or replaced with a rounder number, which is why a piece sometimes comes back shorter than expected and why what does come back is safe to publish.

How it works sets out both stages in full, with what falls to you and what falls to me at each one.

What is not promised

No position in search results is undertaken, for any word, at any point, in any package. Nor is a volume of visitors, a number of enquiries or a share of a market. Search engines rank pages by rules they do not publish and change without notice, and anybody who offers you a position is either guessing or selling you something else.

What is undertaken is the piece: written to a brief agreed in advance, built on material you confirmed, and delivered on the date that was agreed. If what arrives is not that, there are things you can do about it, and they are set out on Refund & Cancellation.

Request this service See all three prices