Website Content Buildouts

Rely on a Professional Writer and SEO Consultant to Build Out Your Website’s Content

For most people, designing a website is the fun part. Picking out color schemes, selecting images that represent your company’s or firm’s (or client’s) ethos, and seeing it all come together in one cohesive package are enough to get just about any business owner’s juices flowing.

Writing page after page of website content? Not so much.

But, a website’s written content matters just as much—and arguably much more—than its design. Your website’s content is what speaks to your intended audience. It is also what gets your audience to your website in the first place. Written content drives organic search engine optimization (SEO); and, once your prospective clients or customers click through, your website’s content plays a critical role in sealing the deal. We provide professional website content buildout services for clients throughout the U.S. and worldwide.

Professional Writing Services for Business Websites

We help our clients increase website traffic through organic SEO (when desired) and improve time-on-page and conversion rates with engaging and informative written content. Writing content isn’t just what we do—it’s all we do; and, while most people would rather spend their time on website design, we enjoy researching and writing content that helps our clients achieve their business goals.

We provide professional website content buildout services for businesses, firms, and institutions in all industries. While we have particular experience writing website content for law firms, our experience spans from writing for consulting and construction firms to doing website content buildouts for cannabis wholesalers and dispensaries. We will pair you with a writer who has experience in your industry; or, in the off chance that we don’t have prior experience, you will work with a professional writer who is more than capable of researching and writing the content your business or institution’s website needs.

Types of Content We Can Include in Your Website Content Buildout

A comprehensive and well-organized website will typically include several types of pages and articles. A sound website structure is important not only for providing potential clients or customers with the information they need to make informed decisions, but also for organic SEO. When we do website content buildouts for businesses, firms, and institutions, we will commonly write pages and articles including:

Home Pages

Your business or institution’s home page is its first chance to make a lasting impression. It is the first page that many of your website’s visitors will see; and, if it is dense, disorganized, difficult to digest, or simply not engaging, it will also be the last.

We write compelling home page content designed to engage visitors and keep them reading. The longer visitors stay on your website, the more likely they are to get in touch. As a result, a professionally written home page is a key asset for any business, firm, or institution seeking to connect with potential customers or clients online.

Product or Service Pages

We write product and service pages for all types of firms and companies. Our experience ranges from writing practice area pages for law firms and other professional service firms to writing in-depth product descriptions for various online retailers. These pages often require a blend of engaging content and SEO-focused keyword strategy, and blending these effectively—so that your website’s content speaks to readers and the search engines—is a delicate task.

About Us and Other Informative Pages

About Us pages and other informative pages help potential customers and clients feel confident in their decision-making. We write About Us pages for most of our website content buildout clients, and we often write History, Mission, Results, Diversity and Inclusion (D&I), and other similar types of website content as well. We can also write Careers pages and any other website content pages your business or institution needs. If you aren’t sure what you need (or want), we can provide you with a list of options to consider.


For law firms and other professional services firms, bios can be among the most-viewed—and thus most-important—pages on their websites. To write your firm’s Bio pages, we will collect your team’s resumes or CVs and then either provide questionnaires for your team to complete or conduct short interviews—whichever you prefer. Keep in mind, the more information we have, the more we can write. So, when beginning the process, it is best if you can impress upon your team the importance of taking the time to provide as much detail as possible.

Comprehensive Guides

Comprehensive Guides are long-form content pages (typically 5,000 words or more) that are used primarily for organic SEO purposes. However, they also can (and should) be hugely informative, and well-written and well-organized content is key to maximizing these pages’ effectiveness.

While Comprehensive Guides are an investment, they are an investment that can generate significant returns if they help your firm or institution rank high in the organic search results. These are also great pieces of anchor content that can be continually updated and promoted on social media.


Checklists can be extremely useful to potential clients or customers, and this means that they can also be extremely useful as website content. All types of businesses and institutions can use checklists to provide value to their intended audience, from “Steps to Take After an Accident at Work” for law firms to “Factors to Consider During Your Home Inspection” for residential real estate brokerages.

Frequently Asked Questions (FAQs)

Frequently Asked Questions (FAQs) are also useful for both audience engagement and organic SEO. We routinely include FAQs in our website content buildouts. Currently, one of the most effective ways to use FAQs is to match questions that appear in the “People Also Ask” section of Google’s search results. Even if your business or institution’s website is relatively new and still building its overall search presence, it may be possible to snag the “People Also Ask” answers with clear, concise, and well-written website content.

White Papers, E-Books, and Other Downloads

For businesses that rely on email lists to engage with their audience, white papers, e-books, and other downloads can help convince website visitors to subscribe. If you have an idea for a white paper or e-book but need someone else to write it, we can ghostwrite it for you. If you want to add a free download to your website but aren’t sure where to start, we can workshop ideas with you to start the process.

City Pages and Other Targeted Website Content

City pages that focus on geo-targeted keywords can be essential for law firms and other businesses in highly competitive industries. Whether you want to target multiple cities or you want to build a microsite focused on a single specific market, we can provide the keyword strategy and website content you need to start ranking. As is true with website content generally, the volume of content needed will depend on both your industry and your target market.

We also write other types of targeted website content for businesses and institutions. Beyond geographic targeting, other types of market segmentation can assist with organic search rankings in addition to speaking more directly to individual audiences. For example, professional service firms will often benefit from writing content focused on potential clients in specific occupations. Similarly, retailers can see significant returns from marketing different product uses and benefits to different audiences.

Foundational Blog Articles

Along with website content buildouts, much of our work involves writing monthly content for businesses and institutions. But, before getting on a monthly content plan, it is good to have a solid foundation. Our website content buildout packages will typically include a set of foundational blog articles as well. As with our monthly content plans, we can write as much or as little as you desire.

How We Work

Building a high-quality website is important. It is also an investment, and you need to be confident in how you are using your marketing budget. So, what can you expect from Smart Content? Here’s how we work when we're providing our content buildout services:

  • Working with Businesses and Institutions Directly – We can work with your business or institution directly throughout the website content buildout process. Our CEO and Lead Writer will work with you to develop a well-rounded content plan, and our SEO Director will provide keyword recommendations (if desired) focused on helping your website start ranking well.
  • Working with Website Design Firms – We also work with website design firms that do not have in-house writers. If you are in the process of designing a website, we can work with you and your team to deliver professionally written website content in a timely manner.
  • Pricing – Our pricing reflects our limited overhead, with all members of our team working remotely. As a result, you will pay a fraction of what you would pay a larger content marketing agency—and you will receive professionally written website content and SEO consulting services that we strongly believe exceed most other firms’ capabilities.
  • Content Delivery – We can deliver our written content in any file format you prefer. If desired, we can also assist with publishing your business or institution’s content on its existing website.
  • Ongoing Monthly Content and SEO – After completing the initial website content buildout phase, we can provide ongoing monthly content and organic SEO services. We provide both SEO-focused and non-SEO monthly content at flat rates, and we can custom-tailor a plan to your business or institution’s specific needs.

What’s It Like Working with Smart Content?

Professional writing services for website content buildouts.

What’s it like working with Smart Content during a website content buildout? We focus on providing professional writing services and organic SEO services as efficiently as possible. We communicate with our clients (and their website design firms) regularly throughout the process; and, once we set a deadline, we stick to it.

Our professional, yet simplified, approach is designed to make the process as easy as possible, and we are committed to consistently delivering great website content to our clients. We provide our content buildout services at flat rates; and, if you are interested in publishing blog articles and/or third-party content after your buildout is complete, we provide our monthly content plans at flat rates as well.

Contact Us to Get Started Today

If you are interested in our website content buildout services, we invite you to get in touch. Please contact us online to get started today.