01 · The practice
- NameContent London
- PlaceLondon
- Canonicalcontent.london
- Emailhello@content.london
Most requests that arrive as “can you write this” are decision problems. What deserves to exist. What order it goes in. What gets cut. The writing is the last step, and it is the smallest one.
The work starts from evidence: search logs, support tickets, journeys, and the words people already use. It ends when someone can finish the task without asking for help. Pages and impressions are not the score.
If nobody needs it, the most beautiful sentence in the world is still waste.
02 · How a project starts
One honest sentence.
Send a user need, not a pile of pages. The shape is fixed. The blanks have to be true.
As a person in a real situation, I need to do one specific thing, so that I can get on with my life.
If the sentence cannot be checked with a user, it is still a guess. Research is how you find out which guesses are real.
03 · What the work includes
Decisions, then sentences.
Find the need
Search terms, tickets, and interviews, written back as one sentence a stranger could recognise.
Decide what not to publish
A page that exists because someone asked for a page is how services get heavy.
Structure, then draft
Order, format, and headings first. The answer goes in the first line.
Edit in public
Every cut should be explainable. The edit on the field guide is the same pass, scaled down.
04 · What this site will not pretend
Client names and outcome numbers stay off the portfolio until the work can be published with the people who own it. The public pieces are the field guide, the edit, the readability lab, and the user-need builder. You can try each one. That is the proof on offer here.
The practice is in London. The canonical address of this site is content.london.