Content & Conversion
Content marketing consultant.
Content fails one of two ways: slow and expensive, or fast and shallow. I run a third way — fewer, better pages built from real expertise through an audited AI-assisted workflow, and landing pages engineered to convert the traffic you pay for.
Who this is for
The blog isn't working
Years of posts, little traffic, fewer leads. Nobody can say which pages earn their keep — and some may be diluting topical focus or dragging the site's quality signals down.
Tempted by AI volume
The team wants AI speed; you've heard what scaled AI content does to rankings. You want the acceleration without the demotion.
Traffic that won't convert
Visitors arrive — from ads or search — and leave. The problem isn't more traffic; it's what the pages do with it.
What you get
Content strategy from real data
What to write, for whom, targeting demand that measurably exists: live UK Google Keyword Planner data via DataForSEO, mapped so every page owns one term and nothing cannibalises. The map's biggest value is the pages you don't build. The process, published.
The audited production workflow
Your expertise in — interviews, notes, source documents. Then: AI-assisted drafting, every claim audited against sources, independent review by a second model from a different vendor — which catches the blind spots one model can't see in its own work — then rewrite and human sign-off. Built for a UK specialist retailer as the Content Studio; generalised for any business.
Editorial governance
Cadence rules, quality gates and pruning frameworks that lift performance on client estates. This site runs the same governance purely as prevention — every new page is produced through it, and the methodology is published in full. I sell what I practise.
Landing pages that convert
Fast, focused, single-purpose pages for paid traffic — shipped for legal claims, dental implants, private healthcare and B2B lead-gen. One audience, one promise, one action.
Conversion rate optimisation
Analytics and tracking review, page teardowns, message hierarchy and objection mapping, form-friction audits and a prioritised test backlog — grounded in leading website strategy, CRO and analytics through OneFamily's merger rebrand, plus eight years converting my own paid traffic at Travel Magical.
Copy with subject range
From hydraulic engineering that survives scrutiny by engineers to founder-brand storytelling for Skär Organics. Written to be checked, not to fill a page.
How an engagement runs
- Content audit
What exists, what earns, what harms. Prune list first — subtraction before addition.
- Keyword map
Live-data targets and cannibalisation boundaries, locked in writing.
- Workflow build
The audited pipeline configured for your sources, claims and sign-off.
- Produce
Controlled cadence — one substantial piece at a time, expertise-anchored.
- Convert
Landing pages and CRO on the pages where money changes hands.
Why listen to me on content
Because I've seen both failure modes up close. I've written content the slow way that ranked for a decade — including B2B technical work with hard numbers behind it. And I've watched, on third-party sites, what scaled AI content does to domains in the helpful-content era — the pattern, and the recovery playbook I use for client sites, are published in my analysis. The workflow I sell exists because of both: it's what AI-assisted content looks like when the safety systems are designed by someone who takes the failure mode seriously.
Fraser blends extensive digital marketing knowledge with the ability to implement directly. Whether it's creative, web dev, UX or channel management — I highly recommend him.
Fraser is a fantastic person to work with, no problem is too big and he is always there at the end of the phone to help.
AI, applied carefully
How AI accelerates this work
AI drafts, audits and reviews; it never invents the expertise. Every piece starts from first-hand material — yours or mine — and nothing publishes without human sign-off. For landing pages, AI explores message variants and objection lists; experience picks the winners and data settles the argument. The full systems are on the AI marketing consultancy page.
Questions worth asking any content consultant
Do you use AI to write the content?
AI assists inside a governed pipeline — drafting from real source material, claim-audited, independently reviewed, human-signed. I publish the entire methodology, and it's a question worth asking anyone who writes for you.
How much content do we need?
Almost certainly less than you think. In most SME markets, a small set of genuinely expert, well-targeted pages outperforms a much larger set of thin or overlapping ones — and the thin ones actively drag the rest down. Engagements usually start by removing content, not adding it.
Can you work with our in-house writers?
Ideal, in fact — your writers hold the expertise. I build the strategy, the keyword boundaries and the workflow; your team produces inside it; the quality gates keep everyone honest.
What does it cost?
Content audits and keyword maps are fixed-fee. Workflow builds are project-priced. Ongoing production is per-piece or light retainer — sized after the audit, because scope before diagnosis is guesswork.
Do you do one-off landing pages?
Yes — a single page for a campaign is a normal project, usually a week or two including tracking. If you're running paid traffic to it, I'll want to see the campaign too; the ad and the page should agree.
Content that earns its keep — and pages that convert it.
Share your site and I'll give you an honest read on whether the first move is to prune, rewrite, build or convert — the first conversation is usually the most useful one.