Website Strategy & Content
We work out what each page is for, who it is talking to and what it needs to say before anyone opens a design tool.
Then we write it so it ranks, so AI assistants quote it, and so the reader picks up the phone. Every page follows the same anatomy, every blog article meets the same standard, and nothing goes live without your approval.
Building or rebuilding a site? Start with the Website Strategy. Fixing a site you already have? Start with the Search Strategy on the SEO page.
PLAN
First
- One job or keyword per page
WRITE
To the anatomy
- Answer up top, proof, ask, FAQs
APPROVE
Before live
- Two locks until you sign off
PUBLISH
Then verify
- Checked on the live site after
REPEAT
On a cadence
- Titles approved in three-month blocks
If you want a twelve-month plan for success, check out our SEO plans.
This gives you the freedom not to worry, just sit back and receive the VIP treatment as our team does the planning and execution, reporting back to you with clear reports that make sense.
Step 1: Strategy
Building or rebuilding? Start here. Fixing an existing site? Start with the Search Strategy.
Website
Strategy+GST
one-off
-
For a new site or rebuild
- Who each page is for and what it must get them to do
- Page map and navigation
- Message hierarchy and brand voice
- Call to action flow, first visit to enquiry
- Keyword mapped to every planned page
- Built to rank from day one
Search
Strategy (for an existing site)+GST
one-off
-
For an existing site
- Tracking verified so results can be proven
- Full audit: technical, on-page, local, AI, competitors
- Spam link check
- Authority ceiling as a number
- One keyword mapped to every page
- 12-month roadmap
- 30 minute walkthrough call
-
Credited against any SEO plan
Strategy is the ten percent of the job that decides whether the other ninety percent works.
Step 2: Content
Pages once off. Blogs on a twelve-month plan.
Service
Pages+GST
per page, once off
-
Rewrite an existing page or write a new one
- Service block for the term the page should own
- Cost, timeframe and eligibility up top
- Proof, call to action, FAQ with schema
- Keyword-mapped, never competing with a page you have
- Internal links in and out, checked live after
- You approve before it goes live
- Minimum three pages
Blog
Fortnightly+GST
monthly, 12 months
-
Two blog articles a month, $225 each
- 900 to 1,500 words, the answer in the first paragraph
- Question headings, a table where numbers exist, five FAQs
- Named author, reviewed date, full schema
- Titles approved in three-month blocks
- Links to the service page it supports
- Published to your site or handed over as files
Blog
Weekly+GST
monthly, 12 months
-
Four blog articles a month, $200 each
- Everything in Fortnightly
- Topic clusters planned across the month
- Quarterly content review
- For sites that have had a Search Strategy or are on an SEO plan
Pages are once off. Blogs run twelve months, because one article now and then does little and a steady cadence is what builds authority. On an SEO plan, both are included.
What every page we write carries
One job, one keyword
- Primary term in the H1, first 100 words and meta
- Never two pages on the same term
- Titles under 60 characters
The answer up top
- Cost, timeframe and eligibility near the top
- Direct answers where snippets and AI read
- Question-based headings
Proof and the ask
- Reviews, licences, examples
- Call to action above the fold and repeated
- Named byline where trust matters
FAQs with schema
- Five real questions per page
- FAQ schema built from the visible text
- Aimed at People Also Ask and AI Overviews
Links in and out
- Linked from the pages that should feed it
- Links out to the service page
- No stranded pages
Approved, then verified
- Nothing live without your sign-off
- Checked on the live site after publishing
- Australian English, no AI tells
Questions people ask about content
Scott Nailon, Sites By Design
I’m Scott Nailon. I have run Sites By Design for 20 years and the writing standard on this page is the one we hold ourselves to on our own site. Every page is built to rank, to be quoted by AI assistants and to get the reader to pick up the phone.
If you want to see what a page to this standard looks like before you buy one, ask. We will show you a live example in your industry.
Before you order
Is the content written by a person or by AI?
It is written to a standard, checked by a person, and approved by you before it goes live. Every piece is run through a sweep for repeated openers, hedge words and the patterns that make content read as machine written. Nothing client-facing may read that way, and that is written into how we work.
What if I already have content on the page?
A Service Page rewrite keeps your facts and rebuilds the page to the full anatomy: what you do and for whom, cost and timeframe up top, proof, a clear ask, FAQs with schema. You approve the rewrite before it replaces anything, and it is checked on the live site after.
Do I need a strategy before I order pages?
Not for a page or two. For a whole site, yes. Without a keyword map, new pages compete with the ones you already have and both lose. The Search Strategy produces that map, and it is credited against any SEO plan.
Can you publish it for me?
Yes. We publish to your WordPress site, held private until you approve, then checked on the live URL. If you would rather publish yourself, we hand over the files.
Why do blogs run twelve months?
Because a blog only works as a cadence. One or two articles do nothing on their own; a year of them, each answering a real question and linking back to the service it supports, builds the authority that lifts the whole site. Weekly is for sites that have had a Search Strategy or are on an SEO plan, so the articles have somewhere solid to land.
Want us to handle everything?
If you would rather not manage three suppliers, we build the site, write the content and run the search work as one job. One point of contact, one report, and nothing falls between the gaps.