We start with what is broken, not what is billable
Every engagement opens with a diagnosis. If more marketing is not what you need, we say so before you commit — which is why our first recommendation is sometimes a smaller one.
Performance Growth
Website & Landing Page Content Strategy
Create website content that explains, converts and supports lead generation.
Create Website Content That ConvertsSee what is included
No obligation. We reply within one business day.
- Structure decided before a word is written
- One clear action per page, labelled with what happens next
- Claims written to what you can actually evidence
Ten seconds to answer three questions.
What does this business do, is it for someone like me, and what do I do next. Most sites spend those seconds on a company statement and a stock photograph, and the visitor leaves without either party learning anything.
Design decides whether someone stays. Words decide whether they enquire. This is the least visible work on a website and usually the highest-return.
Scope
What’s included
- Website page structure and sitemap
- Homepage and service page content
- Landing page copy
- CTA placement and offer clarity
- Audience messaging and trust-building sections
- FAQ planning
- Lead magnet direction
- SEO keyword alignment
Deliverables
What you receive
- A website content structure
- Page-wise copy
- Landing page copy
- CTA suggestions
- FAQ content
- SEO-friendly service descriptions
How it works
How the engagement runs
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01
Sitemap first
Which services deserve a page, which should be sections, what the homepage must carry, and where the enquiry paths run. Every page gets a stated job; pages without one get cut.
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02
Message per page
One argument per page, with the audience and the objection it has to overcome written down before drafting.
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03
Write the pages
Homepage, service pages, landing pages, about, and the FAQs that answer the objections your sales conversations keep hitting.
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04
Place the actions
A single primary CTA per page, repeated at the natural decision points, labelled to describe what happens next rather than “Submit”.
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05
Check the claims
Anything on the page that would need substantiation is flagged, which is a conversion improvement and a risk reduction at once.
A website has about ten seconds to tell a visitor three things: what this business does, whether it is for someone like them, and what to do next. Most sites spend those seconds on a company statement and a stock photograph, and the visitor leaves without either party learning anything.
This engagement covers the structure and the words: what pages exist, what each is for, what it says, and where the action sits. It is the least visible work on a website and usually the highest-return.
Structure before copy
We start with the sitemap, because writing beautiful copy for a page that should not exist is wasted effort. Which services deserve their own page, which should be sections, what the homepage must carry, and where the enquiry paths are. Every page gets a stated job, and pages without one get cut.
The pages that carry the most weight
- The homepage — the ten-second test. Offer, audience, proof, action.
- Service pages — where buying decisions are made. Specific enough to be argued with, honest about who the service is not for.
- Landing pages — one message, one action, matched exactly to the ad that brought the visitor.
- The about page — real names, real credentials, real photographs. Demonstrated experience is weighted heavily by both readers and search engines, and stock imagery signals the opposite.
- FAQs — the objections your sales conversations keep hitting, answered in the first sentence.
On CTAs
A page with one clear action outperforms a page offering four. We place a single primary action per page, repeated at the natural decision points rather than scattered, and we make the label describe what happens next. “Book a growth diagnostic call” tells someone what they are agreeing to. “Submit” does not.
Writing claims you can defend
Specific claims convert better than superlatives, and they carry an obligation: performance figures and comparative statements need substantiation you can produce. We write to what you can evidence, and flag anything on your existing site that would be difficult to support — which is a conversion improvement and a risk reduction at the same time.
Who this is for
Businesses building a new website, revamping tired content, or launching lead generation landing pages — especially where traffic exists but enquiries do not.
Who it is not for
Businesses wanting copy filled with claims they cannot back. We will not write those, and a page that overpromises produces enquiries that waste your sales team’s time. We would rather tell you now than invoice you first.
Why Auraa
Why businesses bring this work to us
Findings carry a number you can check
Not benchmarks from a blog post. Your leads, your timestamps, your conversion rate and your deal value — with the working shown, so you can argue with the figure rather than take it on faith.
You own everything we build
Accounts, pixels, dashboards and documents live in your name, inside your business. Nothing is held hostage in an agency workspace, and access transfers cleanly whenever you want it to.
Claims we would be willing to substantiate
We write to what can be evidenced, disclose creator partnerships properly, and flag anything on your site that would be hard to defend. It is a conversion improvement and a risk reduction at once.
Next step
Start with a conversation
Tell us where things currently stand. We will come back with an honest view of whether this service is the right starting point — including when it is not.
- A website content structure
- Page-wise copy
- Landing page copy
We reply within one business day. Your details are never sold or shared.
FAQ
Questions We Get About This Service
Design decides whether someone stays; words decide whether they enquire. The most common problem we find on a good-looking site is that a visitor cannot tell within ten seconds what is offered, to whom, and what to do next — because the homepage opens with a statement about the company rather than about the reader.
Long enough to answer the questions a serious buyer has, and no longer. In practice that is usually 800 to 1,200 words for a considered service. Short pages lose people who need detail; padded pages lose people who need the detail to be findable. Structure matters more than length.
For people, with the keyword research informing what gets covered and how it is titled. Copy written primarily for a search engine reads as though it was, and the reader who could have become a client leaves. The two goals conflict far less than the industry pretends.