Content Writing Worth Reading
Longer-form content and page copy that gives your site something worth reading, and search engines something worth ranking.
Content With Something to Say
Thin content is easy to spot and easy to ignore. A page written to hit a word count says nothing, ranks poorly, and does your brand no favours. Good content earns attention by being genuinely useful.
We write the longer-form content your site needs: service pages, guides, articles, the substance that gives people a reason to stay.
Let’s Build Something Great Together
A rebrand. A new website. A custom app. A better way to show up online. Whatever's next, let's make sure your digital presence is ready for it.
Content writing that pulls double duty
Good content has two jobs: give a reader something real and give search engines something to rank. Written well, one piece does both without trying too hard.
We write content that is actually worth someone's time: clear structure, a real point of view, and the depth that both readers and search engines reward. It is written around what your audience is genuinely trying to find out, not stuffed with keywords for the sake of it.
Whether it is a set of service pages or an ongoing stream of articles, you get content that reads like a person wrote it because one did.
People Like You Who Asked Themselves “What IF ?”
"I approached Isaac on behalf of our organisation after we were experiencing bandwith issues that resulted in large bills each month. Isaac quickly identified the problem and sorted it out for us immediately, resulting in our monthly bills being cut in half."
"The What IF Web team are a great asset to help our business achieve our website goals. They provide timely insight and advice and are proactive in getting projects done. Would recommend them to anyone looking for website design or development resources."
"Creative legends. We didn't want a boiler plate template, but someone who could take our brand guidelines and raise them to the next level. Tom was great to work with, communicated well, and understood what we were after first time. Highly recommended!"
"I've been very impressed by the team at What IF web. They have completely smashed it, giving us a website design that is streets ahead of what we had."
"They produced A+ outcomes within the timeline and budget agreed upon. I highly recommend them to anyone needing a Webflow build or redesign."
"The team did a great job delivering a great website experience. They are very responsive and great to work with."
"I highly recommend What IF Web to anyone seeking a professional service and a finished product that effectively attracts the right users to your platform."
"I can confidently recommend the What If Web team to any business looking to stand up a modern, great looking and well crafted site."
Why go with What IF Web for content writing
We write content with a real point of view rather than filler, structure it so it ranks, and keep it sounding human throughout.
Clear Content Framework for Your Copywriters
We provide a structured content strategy, giving your copywriters a clear roadmap to create engaging, persuasive content.
No Cookie-Cutter Templates
Every site we design is built from the ground up, ensuring a unique, on-brand experience for your visitors.
Designed for NZ Brands
We understand the local market and craft designs that connect with your customers.
Honest and Open Communication
We keep you in the loop, without the jargon.
Frequently Asked Questions
How do I stop AI from making my content sound generic?
Brief it properly before you start. Write down who the piece is for and the one point you want to land before you open ChatGPT or Claude. AI produces generic content when it's given a generic prompt. Give it your voice, your audience, and your angle, and the output is something worth editing.
What is the 10/80/10 rule for AI content?
It's a framework for keeping your voice in AI-assisted writing. You spend the first 10% on the brief: the audience, the point, the angle. AI handles 80% of the execution from that brief. You spend the final 10% cleaning it up, rewriting anything that sounds like a press release, and checking any claims that sound invented.
Can I use AI and still have a distinctive brand voice?
Yes, if you do the setup work. Build a brand guide that captures how you write, load it into your AI tool as a set of instructions, and use past posts as reference material. The output still needs a human edit, but it gives you something to edit rather than a blank page.
Does What IF Web use AI in its own content?
Yes, using the 10/80/10 split. The thinking and the cleanup are always human. The drafting in the middle is often AI-assisted. We've built brand voice skills into Claude that capture how we write, so the output needs less fixing. If you want to talk through how that might work for your brand, we're happy to have that conversation.
