Remember that moment when you finally pressed the publish button on your website? You sat back and waited for the visitors to flow in, but that didn’t happen. In many cases, that’s because you pressed publish without thinking about a website content strategy.
Content strategies are often confused for content plans, but there’s a big difference.
While a content plan details what you’ll publish and when, the strategy is high-level, including your positioning, messaging, and how each web page and blog post will contribute to your brand’s growth.
As a website copywriter and content strategist, I specialise in exactly this. So, if you’re thinking about working with me, I’ll cover everything you need to know in this post.
Step 1: We Figure Out What You Actually Need
I’m not a fan of sales pitches (they land in my LinkedIn inbox but never get replies), so you can rest assured that you won’t be getting one from me. Whether you choose to message me or book a free 15-minute chat, I’m here to listen to what you need.
Sometimes it’s a case of knowing where you want to be but not having a roadmap. Or, it could be that you know something’s wrong, but can’t quite figure out what it is.
Either way, our first conversation is a no-pressure chat about the problems you’re currently facing and how I can help.
Step 2: The Research Stage
I always think of this as the most important part, because it’s where we find out what’s really going on with your website.
This is the part that separates real strategy work from generic advice. Before any recommendations are made, I look at:
- Your Website: Reviewed from your ideal client’s point of view, not just a technical checklist
- The Competition: What’s working for them, and where the gaps are
- Search Intent and SEO Opportunities: How people are actually searching, and whether your content matches that
- Messaging and Positioning: Whether your website communicates who you help and why you’re different
This research phase is what makes the eventual advice specific to your business, rather than a template pulled from a generic checklist.
Step 3: You Choose the Route That Fits (Audit or Full Strategy)
Once the research’s done, you don’t get handed a 40-page audit stuffed with technical scores and zero explanation of what they actually mean. You get a focused report that flags your highest-priority fixes — the handful of things that’ll genuinely move the needle — written in plain English, with clear steps for putting them into action yourself.
But before that report lands, there’s a choice to make: how deep do you want to go?
The Website Audit (£97)
I review your site from your ideal client’s point of view, flag what’s creating friction and what’s making people leave without getting in touch, and send you your top 5 priority fixes within 2 working days. No jargon, no 40-page spreadsheet — just a clear picture of what’s getting in the way and where to start.
The Content Strategy (£597, or 3 x £199)
My content strategies are for when “just post more” has stopped cutting it. It’s a fuller, 3-month process where I dig into your market, competitors, SEO opportunities, messaging, and website direction, then map out exactly what to focus on next:
- Month 1: Analysis, insights, and SEO groundwork
- Month 2: Positioning, messaging, and a website copy strategy
- Month 3: A 12-month content plan you can follow with confidence
If you’re not sure which one you need, that’s exactly what the free 15-minute chat is for — I’ll help you figure out where you actually are before you spend a penny.
Step 4: You Implement With a Roadmap, Not a Guessing Game
Here’s the bit that separates this from a full-service agency retainer: you stay in the driver’s seat.
I’m not writing every page or posting on your behalf — I’m handing you the research, the priorities, and the instructions, so you (or a designer or copywriter you brief) can make the changes yourself, knowing you’re fixing the right things in the right order.
Growth doesn’t just happen because you’ve sat through a strategy session, though. It happens when the recommendations actually get put into practice.
Step 5: You Keep Your Momentum Going
This is where many strategies quietly fall apart — not because the advice was wrong, but because life gets busy and the report ends up sitting in a folder somewhere.
So before we wrap up, we talk about what “implementation” realistically looks like for you: are you doing this yourself, briefing it out, or do you want me to check in down the line and see how it’s landing?
Worth flagging what this doesn’t cover, too — it’s your website, pages, blog, and SEO performance. Not day-to-day social media content. If social’s part of your mix, that’s its own conversation.
And if you’ve already run one of those free SEO audit tools and been handed a page-speed score with no context — this isn’t that. It’s not a spreadsheet of metrics.
It’s a short, honest list of what will actually make a difference, explained clearly enough that you can act on it straight away, so you go from second-guessing your website to actually building momentum with it.
Interested In A Website Content Strategy?
Website content strategy consulting isn’t about being told everything that’s wrong with your site.
It’s about getting an outside, research-backed view on why it isn’t converting or ranking the way it should. You get a clear plan for fixing it, so you can stop second-guessing and start building momentum.
Need extra support? My Done-With-You Messaging and Copywriting Consulting services teach you the strategy messaging that drives lasting growth.