How it works
Nothing starts from a blank screen.
Five stages, applied to everything we make for you. The website, the ads, the emails and the content all go through the same process, because they all carry the same message and all come from the same source.
The method
- 01Spec
One document, in your words, saying what actually makes you different.
- 02Source
What competitors claim, what people search for, and anything you have published before.
- 03Build
Every format written from that one document, never from a blank screen.
- 04Review
A person reads it. What does not pass gets sent back and rebuilt.
- 05Ship
Published everywhere at once, not one channel a month.
Refactor. When your business changes, the spec changes and everything rebuilds.
Each stage, in full
What actually happens, in the order it happens.
We write down what makes you different.
One document, at full length, in your words. Sourced from what customers actually say when they call, not invented in a workshop. It also carries the voice rules everything downstream has to obey, which is why nothing later sounds like it came from somewhere else. This is yours to keep whether or not we keep working together.
We check it against the real world.
Search demand, competitor claims, deep research and the questions people actually ask. Then two steps almost nobody does: we corroborate claims across more than one source, and we check everything against anything you have published before, so we are not repeating anyone, including you.
Everything comes from that one document.
An ad, an email, a landing page, a social post and a sales conversation are five lengths of one thing. They get built from the spec rather than written fresh, which is why they all sound like the same business. Because they are literally derived from the same source.
A person reads it before it goes out.
Checked for originality, for whether it sounds like you, and for whether it is actually any good. Each piece is scored before publication and read end to end by a person. What does not hold up gets sent back and rebuilt.
It goes live everywhere at once.
Straight onto your website, your email list and your social accounts, together rather than one channel a month. You approve, we handle the rest.
When your business changes, it all changes.
You add a service, drop one, start serving a different customer. We change the source document and everything built from it updates to match. Most agencies rewrite one asset at a time and let the rest drift out of sync. This is the part that keeps the whole thing consistent.
What is in scope
The whole program, built against the one document. Content is where most of the work goes, because it is what earns the search and AI answers and what every other channel is built from. None of it sold à la carte.
A piece that didn't ship.
A real article, written for our own furniture brand. Here is the spec it was built from, what review found in it, and the reason it stopped there. Every format goes through these same stages. An article is just the one that shows the work most clearly.
- What the business is actually selling
- Quality furniture from trusted manufacturers, not cheap imports. Genuine leather and solid wood. Officially licensed team furniture. Specialist expertise in fan caves and game rooms.
- Voice rules, everything downstream obeys these
- Write like a knowledgeable friend giving advice. Treat quality as an investment that lasts, not as a premium price. Never assume an unlimited budget. Never be preachy about quality versus budget options, educate on value instead. Never use aggressive or exclusionary language.
Sixteen claims were pulled out of the finished draft and checked one at a time. Nine trace back to a named source you can open. Six are the writer’s own judgement, and they are labelled that way rather than dressed up as research. One was neither.
Checked against the published web. No matching passages found.
Nine of sixteen claims trace to a named source you can open. Six are our own judgement, and they are labelled as our own judgement.
Every section of the research brief covered, against twenty-seven gathered facts.
One claim could not be confirmed by any source we could find. The threshold is 70.
Flagged in review. Never published.
What working together looks like
It starts with a call: free, about an hour, and you leave with a one-page plan whether or not we work together. If we do, we write the spec first, then build against it month over month. You see and approve everything before it ships.