01 the business
Accounting practice
30 staff, two offices
The practice's website has eight thin service pages written five years ago. Rankings have slipped, and the partners only notice when enquiries slow down. Nobody has time to research keywords or write.
02 before
The problem
Most small business websites have a handful of thin service pages written years ago. Agencies are expensive and in-house staff have no time to research keywords, write, and keep pages current. Rankings fade slowly and nobody notices until the phone goes quiet.
- No page answers common questions people search for, such as how to register for a tax or change a year end.
- Old pages quote outdated thresholds and deadlines.
- The last agency quote for content was more than the marketing budget.
03 the build
What the AI does
- Step 1: Reviews Google Search Console and Semrush data to find pages losing clicks and searches you do not yet have a page for.
- Step 2: Proposes a short list of new or refreshed pages, each with a target search term and the question it should answer.
- Step 3: Drafts the page from your service details, FAQs and team knowledge, with headings, internal links and a meta description.
- Step 4: Rewrites outdated sections of existing pages and notes exactly what changed and why.
- Step 5: Loads each draft into WordPress or Webflow as an unpublished revision for review.
paused: waiting for a person to approve
How it was put together
- Reviewed Search Console and Semrush data to find falling pages and missing topics.
- Proposed a monthly list of pages, each with a target search and the question it answers.
- Drafted from the practice's own service notes and short interviews with the partners.
- Loaded drafts into WordPress as unpublished revisions, with a note of exactly what changed.
04 human in the loop
Where a person stays in charge
You approve the page list before any writing starts. A person who knows the service checks every draft for accuracy and publishes it, especially pages that mention fees, regulated services or medical and legal advice.
- The partners approve the page list before writing starts.
- A qualified accountant checks every figure, deadline and piece of advice before publishing.
- Pages are written for readers first, in line with Google's guidance on helpful content.
05 rollout
From kickoff to live in 3 weeks to first pages
- Week 1Audit the site and search data; agree the first ten pages.
- Weeks 2–3Draft, review and publish the first batch.
- Month 2 onwardsPublish four to six new or refreshed pages a month and track results.
06 after
What changes
The website grows steadily with useful pages that answer what customers search for. Old pages stay current, and staff contribute their expertise by reviewing rather than writing from scratch.
Assume a new page takes 4 hours to research and write by hand and 1 hour to review as a draft, at six pages a month.
6 × 4 hours = 24 hours of writing a month, against 6 × 1 hour = 6 hours of review. The partners give 6 hours instead of 24.
What to measure
- Organic clicks from Search Console.
- Enquiries from organic search.
- Pages refreshed per quarter.
- Reviewer time per page.
07 evidence
What the research says
Google rewards original, high-quality content however it is produced, but using automation mainly to manipulate rankings breaks its spam policies.
Google Search Central, Google Search's guidance about AI-generated content (opens in a new tab) · 2023
In a study of 453 professionals doing writing tasks from their own jobs, access to ChatGPT cut the time taken by 40% and raised quality, as rated by evaluators, by 18%.
08 lessons
Mistakes to avoid
- Publishing in bulk. Dozens of thin pages look like spam and help nobody.
- Skipping expert review on regulated topics.
- Never updating. Tax and legal pages go stale every year.
09 questions
Common questions
- Does Google penalise AI-assisted pages?
- Google says it rewards helpful, original content however it is made, and treats content made mainly to manipulate rankings as spam. Expert review is what makes the pages helpful.
- How soon do results show?
- Search results usually take weeks to months to move. Track clicks monthly, not daily.