Page copy for a new site or a new section. Product descriptions, including the hundreds nobody in the building has the time to write. The paragraph explaining the thing that is genuinely hard to explain, which is usually the reason a page has been sitting unfinished for a month. Announcements, promotions and the pieces of writing that exist purely to be found in a search.
Writing
inframes co-founder Jon Ewing spent his working life as a freelance writer and editor before making his move to design and development, which is why we take words as seriously as design - occasionally more so, because a page nobody can be bothered to read is a page not worth publishing.
What we write
How it works, which is mostly by asking
The knowledge is almost always in your head rather than in a document, so we start by interviewing you. Around an hour or two of questions about what you sell, who buys it, why they choose you over the firm down the road and what people always ask before they buy is usually enough to write from, and it is considerably less work for you than trying to draft something yourself between other jobs.
What comes back is written for your customers rather than for you, which occasionally means saying less than you would like about the things you are proudest of and more about the things people actually ask.
Why it matters more than it used to
Original writing is now most of what separates a page that gets found from one that does not. Anything assembled out of a supplier’s spreadsheet looks exactly like the same text on forty other websites, and there is no reason for a search engine to prefer your version of it. Pages that answer a real question, in words somebody actually wrote, are the ones that rank and the ones that get quoted back by Google AI Overview.
Blog posts and articles
An article is the most reliable way to be found for something your product pages will never rank for, because it can answer a question outright instead of trying to sell at the same time.
The method is the same as everything else here. We interview whoever in your business knows the subject best, then turn what they know into a page written to be found: the question in the heading, the answer near the top, and the detail underneath for people who want it. Where it earns its place we add schema, the structured data behind a page that tells search engines and AI systems what the article is, who wrote it and which question it answers. That is a large part of what decides whether a page gets quoted rather than merely listed.
The subjects worth writing about are usually the questions you are asked every week and have stopped noticing.
On writing it with AI first
Plenty of clients now arrive with a draft they generated themselves, and there is nothing wrong with that as a starting point. What we would ask is what the page is for, because the usual problem is not that the writing is bad but that it is generic: it reads like every other page on the subject, which is precisely the quality that stops it being chosen or cited. Often the right answer is not one page but two, a page that sells and a separate piece that answers the question properly, and it is worth working that out before anything gets published.
Where to start
Tell us what needs writing and roughly when you need it. If the honest position is that a page has been half finished since the spring because nobody can face it, that is the most common brief we get.