Skip to content
PROBLEM · SOLVED BY CONTENT & EDITORIAL · BRAND & DESIGN · STRATEGY & CONSULTANCY

Generic content. The fix isn't a thesaurus — it's a point of view.

When all your competitors' websites read the same, generic content fails twice — Google and humans both ignore it. Here's how we rewrite for differentiation.

Get the diagnosis → Book a 30-min diagnostic
Symptoms

If any of these sound familiar, this is your problem.

01

Your homepage copy could be on three of your competitors' sites

02

Every service page starts "We are passionate about…"

03

No single specific number, story or claim a buyer could verify

04

AI tools write better copy than your current site does

Why it happens

The root cause — in plain English.

Most B2B and trades websites are written by committee, edited for safety, and sanded down to the median. The result reads like a brochure from any of fifty competitors. Google deduplicates it. Humans skim it. AI engines can't cite it because there's nothing specific to cite. The problem isn't writing skill — it's an unwillingness to commit to a specific point of view that some buyers will reject.
How we diagnose it

The first three things we check.

We run a four-test deletion audit. Take the top three commercial pages and ask: could a competitor paste this on their own site without a single edit? Is there one specific number, project, or named person? Does it answer "why should I choose you over the cheapest option?" in the first 50 words? Does any sentence make a claim that could be wrong? If the answer to the first is yes and the rest no, the page is generic. We then rewrite with point-of-view, named projects and specific claims.
The solution

The pillars that fix this.

Each pillar is productised — fixed scope, fixed weekly delivery, walk-away rights at every 90-day cycle.

PILLAR

Content & Editorial

Open the full pillar to see the productised stack, deliverables, pricing and 90-day roadmap.

Open the pillar → PILLAR

Brand & Design

Open the full pillar to see the productised stack, deliverables, pricing and 90-day roadmap.

Open the pillar → PILLAR

Strategy & Consultancy

Open the full pillar to see the productised stack, deliverables, pricing and 90-day roadmap.

Open the pillar →
The cost of waiting

Generic content fails three audiences at once — humans, Google and LLMs. Every month it stays up is three channels of demand getting routed to a competitor with a clearer voice.

First action this week: Open your top three competitors' homepages in tabs next to yours, hide the logos, and try to tell them apart. The exercise alone usually clarifies the brief.

Book the 30-min diagnostic →
Free 2-page diagnostic

Send your domain. We’ll send back a 2-page diagnosis.

Specific to your stack, scoped to this problem. Three quick wins. A tailored band for the work it would take. No call required.

No card required · Your data stays private · One reply, then nothing unless you ask

Where this hits hardest

The industries that feel this most.

INDUSTRY

Professional Services & B2B

Open the industry hub to see how we run this work for professional services & b2b operators.

Open the hub → INDUSTRY

Recruitment & Careers

Open the industry hub to see how we run this work for recruitment & careers operators.

Open the hub → INDUSTRY

Personal Brands & Creators

Open the industry hub to see how we run this work for personal brands & creators operators.

Open the hub →
Adjacent problems

Operators with this problem usually have these too.

PROBLEM

We're not on page one for anything that matters

Page-one rankings come from intent, indexation and authority — not blog volume. Here's the diagnostic order we run and what we fix first.

Open the diagnosis → PROBLEM

Our blog gets traffic but no leads

A blog with traffic but no leads usually has good top-of-funnel content with no commercial bridge. Here's the four-step fix.

Open the diagnosis → PROBLEM

Our brand looks dated

A tired brand isn't about the logo — it's typography, colour system, photography and tone. Here's the modern brand audit we run.

Open the diagnosis → PROBLEM

Every page and post looks different

When every channel looks like a different company, you're not a brand — you're a logo. Here's the design system we build to fix it.

Open the diagnosis →

Browse all 30 problems →

Three ways to fix this

Read the playbook, get coached, or have us ship the fix.

You can solve this yourself with the playbook below, get a senior practitioner reviewing your work each week, or hand the whole pillar over on a productised retainer. Whichever you pick, the canon is identical.

DIY · Self-serve

Read the playbook

If you have an in-house team with the bandwidth to run an audit and ship the fix yourselves, the playbook is free.

From £0

144 free playbooks · templates £49+

The full diagnosis, the audit checklist, the deliverable templates, and the 90-day roadmap. Same canon we use on retainer.

  • 50+ page playbook for the pillar that fixes this
  • Audit checklist — the 8–10 things to check first
  • Deliverable templates — GA4 spec, briefs, schemas
  • Quarterly office hours — bring your work, get reviewed
Open the playbook →
DWY · Done with you

Coach us through it

For teams that have hands but want a senior practitioner reviewing the work each week and unblocking quickly.

From £750 / mo

Coaching · cohort · sprint

Weekly 1:1 or team coaching, a custom course built around this exact problem, plus optional embedded sprints.

  • Weekly 90-minute coaching with a named practitioner
  • Custom course built around fixing this exact problem
  • Embedded sprints — we sit in your tools 1–2 weeks
  • Audit pack with named owners and dated steps
See coaching plans →
Most chosen
DFY · Done for you

Ship the fix on retainer

We run the pillar that fixes this, end-to-end. Fixed scope, weekly delivery, server-side tracking from form-fill to closed-won.

£1,500 – £6,000+ / mo

Foundation · Compound · Architect

The bands above. We diagnose in week one, ship the first fix in week two, and run the cycle on rolling 90-day terms with walk-away rights.

  • Productised pillar with named owner and dated 90-day roadmap
  • Server-side tracking from form-fill to closed-won
  • Weekly delivery — no scope creep, no surprise invoices
  • You own everything — tools, data, accounts, content
Book a discovery call →
Ready to fix it

Book the 30-min diagnostic.

Bring one number you want moved and one constraint you cannot break. We’ll spend the first five minutes on those, the next twenty on the playbook that fits, and the last five on whether we’re the right studio for you.

Book the call → Browse all 30 problems
Operating across the Weir family network — Josh Weir·Mark Weir·Weir Digital Media·CMW Consultants