Your content calendar is full. Your enquiries are not. The two are connected.
Answer your buyers’ questions so well they arrive ready to talk price.
How readers turn into customers
An example, not client data. The shape is the point, not the numbers. Most readers never enquire, and that is fine. The few who do enquire have usually read 3 or 4 pieces first.
- Search + AI visitors12,400
- Engaged readers (>2 min)3,100
- Qualified leads248
- Customers won41
- Made it all the way0.33%
Write down what your sales team already says all day.
The calendar is not set by a word count. If publishing less turns out to work better, we publish less.
- Every piece starts from a real customer question
- The things sales can use on a call ship first
- Research built on your own numbers, once a quarter
- Anything not earning its place is dropped at 90 days
Buyers who turn up already halfway convinced.
- 01Sit with the sales team (weeks 1–2)
We listen to your sales calls, talk to your 2 best salespeople, and write down the 30 questions that keep coming up.
You get: The list of questions buyers ask before they buy. - 02Decide what to keep (weeks 2–3)
We go through everything you have already published. Usually a fair chunk of it is doing more harm than good.
You get: A keep, rewrite, or delete decision on every page. - 03Ship what sales can use (weeks 3–8)
Comparison guides, answers to common objections, cost workings — the things that help close a deal on a live call.
You get: Six to eight pieces live and in use by your sales team. - 04Publish research once a quarter
A survey of your customers, or your own operating numbers. This is what earns coverage and links.
You get: One published study, pitched to four to eight publications. - 05Reuse, check, prune (ongoing)
Each piece becomes five. Every month we check which ones the people who enquired had actually read.
You get: A monthly note tying pieces to the enquiries they touched.