Process
A Process Built to Win the 97% Before Your Competitors Even Show Up
Most content fails because it’s written in isolation — disconnected from how people actually research, compare, and make decisions before they’re ready to buy. Traditional content writing focuses on keywords and volume, but ignores intent, timing, and competitive context.
Framework: Intent → Brief → Draft → Optimise → Measure
More signups
More leads
More revenue
The 3% Trap
Most campaigns are built around the small fraction of people actively searching right now – this is the 3% of people willing to buy products and services right now.
For a while, that can work — until competition drives costs up, leads dry up between buying cycles, and growth slows because you’re only targeting the smallest segment of your market.
When everyone chases the same “ready now” audience, efficiency drops and differentiation disappears.
Why the 97% Matters More Than You Think
Here’s the reality of how most markets actually break down:
• 3% are ready to buy now
• 6–7% are open to it, but not actively looking
• 30% aren’t thinking about it
• 30% think they don’t need it
• 30% are not a fit
While your competitors compete for the same high-cost clicks, the real opportunity sits earlier in the journey.
By building visibility and trust before prospects start searching, you’re already the obvious choice when they move into the 3%.
This is how we work.
The Sales Process Explained
Most businesses focus their marketing on people who are already searching for a solution. In reality, those buyers represent only a small part of the market. The full sales journey includes several stages of awareness and intent.
Understanding these layers helps explain why long-term visibility, trust, and consistent content are essential for growth.
Layer 1 — Unaware / disengaged
Around 60% of potential customers are not actively searching or comparing options. However, they are still forming opinions about brands through exposure, content, and reputation.
Layer 2 — Problem-aware, not looking
Roughly 30% of the market recognises a challenge or friction point but has not yet begun actively researching solutions.
Layer 3 — Solution-aware, passive
Approximately 6–7% of potential buyers are aware of possible solutions and may occasionally explore options, but they are not yet ready to purchase.
Layer 4 — In-market buyers
Only about 3% of people are actively searching and comparing providers at any given time. This is the group most competitors focus on.
Layer 5 — Conversion and sales handoff
At this stage, trust, timing, and relevance align. The prospect moves from consideration to action, becoming a qualified lead or customer.
What we think about with every project
Step 1 — Map the buyer
We identify:
- Who’s ready now vs. later
- Objections by pyramid layer
- What content shifts belief at each stage
Step 2 — Build the Conversion Core
We launch the assets that convert existing demand:
- Landing pages + offers
- Ad creative + intent targeting
- Conversion-focused SEO copywriting service pages
Step 3 — Educate the 97%
We deploy high-value, educational content that turns “not looking” into “leaning in”:
- Landing pages + offers
- Ad creative + intent targeting
- Conversion-focused SEO copywriting service pages
Step 4 — Capture & nurture
We capture attention early, then stay present until the buyer is ready:
- Lead magnets + follow-up sequences
- Remarketing + “belief shift” content
- CRM handoff rules so sales only speaks to warm demand
Step 5 — Iterate for Scale
Monthly we refine:
- What moved prospects down the pyramid
- What converted at the bottom of funnel
- What content deserves more distribution
What you’ll see from us
- Clear briefs and page specs
- Source-backed claims & edits
- Publish-ready assets (copy, images, meta)
What we need from you
- Analytics/GSC access
- Positioning docs & product context
- One decision-maker for fast sign-off
Cadence
- Weekly 20–30 min check-in
- Monthly performance snapshot
- Quarterly roadmap refresh
Process FAQs
First lifts usually appear 4–8 weeks from first publishes.
Compounding gains 3–6 months depending on domain strength and scope.
Our team of specialist writers carefully write and optimise all content with intent — handling everything from structure and content to keyword optimisation and design.
We brief tightly, cite sources, and fact-check claims, giving you peace of mind that our content not only fits your goals, but does what it’s supposed to do — convert.
Yes — we take care of formatting, internal links, images, metadata, and structured data. Alternatively, we can provide ready-to-publish docs, if you prefer.
Yes, absolutely.
We can run a 90-day pilot with some starter content, quick-win technical SEO fixes and then expand based on results.
Want to stop fighting over 3% and start building the 97% pipeline?
Book a quick strategy call and we’ll map your market pyramid, identify the best conversion offers, and outline your first 90-day rollout.