01
It could be on any competitor's site
Swap the name and nothing would need changing. The reader came to find out why you and not the other three, and the page offers a list of adjectives where the reason should be.
Content, copy and photography direction
Readers skip anything that sounds like everybody else.
Most business writing is written for the company's comfort: every claim safe, every sentence long and every adjective borrowed. Readers can tell within a line. The fix is not cleverness. It is saying the specific thing, once, in words a customer would use.
A site full of stock photographs says the real business is somewhere else. A day with a photographer and a proper shot list gives you a year of pictures that show the actual people, the actual place and the actual work, and that no competitor can copy.
Three minutes, twelve questions, no email needed to see or copy your result.
Four phrases that say nothingAnd what to put in their place
- Innovative solutionsSay what you actually sellSay it plainly
- Award-winning teamWhich award, and which yearSay it plainly
- Tailored to your needsWhat you change for each clientSay it plainly
- Industry-leadingLeading by what measureSay it plainly
Each one can be checked, or it should goA claim a reader cannot test is decoration
4/4What we write, brief and edit
Website copy
Articles and guides
Product copy
Photography direction
Video
Tone of voice
Content planning
Editing and review
Judged by what readers do next, not by how pleased the company is with it.
Where we come in
Three reasons content gets ignored
Writing fails quietly. Readers leave and do not say why. Usually it is one of these.
Pictures fail in a different way: they look fine and persuade nobody. Usually it is one of these.
02
Content is made for a calendar, not a question
A post a week because a plan said so, on subjects chosen because they were easy to write. Nobody searches for any of it, and nobody on the sales team has ever sent it to a customer.
03
Nobody owns the voice
Five people have written for the site over six years and it reads like it. A page of rules about how you sound, with examples, is a short document that saves every future writer an argument.
01
The photographs are stock, and everybody can tell
The same smiling group around a laptop appears on a hundred other sites. A real photograph of your own people at work is slightly less polished and far more persuasive.
02
There was a shoot, with no brief
A photographer was hired for a day, took three hundred pictures of the building and left. Nobody listed what the website, the product pages and the social channels would need, so most of the pictures do not fit anywhere.
03
Video is made once and used once
A film for the homepage and nothing else. Cut into short pieces for social, captioned for people who watch without sound, and reused in emails, it would have worked ten times as hard.
The plain-words lab
Paste a paragraph and see what a reader sees
Replace the sample with a paragraph from your own site. The lab counts how long the sentences are, how much of the text is about the reader and how much about you, and marks phrases that say little. It is a rough reading aid and not a judge of writing, and a short sentence is not automatically a good one.
Your paragraph
Paste up to a few hundred words. Nothing leaves your browser.
0/5clear checks. A checklist, not a quality score.
Nothing here is stored, sent to TWV Media or used to look at your site. It runs entirely in your browser.
Phrase that says littleLong sentence
Average sentence0
Reading ease0
You and your0
We and our0
Paste a paragraphThe verdict changes as you do.
Reading ease is a standard formula applied to the text. Higher is easier, and about 60 suits most business writing.
The content scorecard
Twelve questions, a score out of a hundred, and the three things worth fixing first
It scores content as a working asset: whether the message is specific, whether there is a plan behind what gets made, whether the pictures are your own, and whether anything gets reused and measured. Your answers stay in this browser.
Content opportunity scoreQuestion 1 of 12
What we actually do
Six jobs, from the voice to the reuse
You can bring us in for the whole programme or the one piece currently letting you down. Either way, one senior person stays responsible for it rather than a rota.
01Message and tone of voice
What you say, to whom, and how you sound, written down in two pages with before and after examples, so every writer afterwards starts from the same place.
02Website and product copy
Pages written in the order a reader needs them, with the claims that can be checked and the phrases that cannot taken out. Drafted by us, corrected by you.
03Articles, guides and email
Content built around the questions customers ask before buying, so that sales can send it and search can find it. Fewer pieces, each with a reason to exist.
04A plan you can keep up
A realistic rhythm and a list of subjects drawn from real questions, with an owner for each. If it takes more than the team has, it is not a plan.
05Photography direction
A shot list built from what the site, the shop and social will actually need, a brief for the photographer and a day run to it. We check the results against the list.
06Video and reuse
One shoot planned to produce a long film, several short cuts, captions for silent viewing and stills, so each day of filming is used in ten places.
What one shoot is worth
A day with a photographer, set against what each use costs
The cost of a shoot looks high until you count how many times each image gets used. This sum compares it with licensing stock images for the same uses. It cannot tell you which will persuade your customers more, and the honest answer is usually that the real ones do.
One shoot, roughlyMove the sliders to something close to your plan.
Cost per image£0
Cost per use£0
Stock for the same images£0
Shoot against stock£0
Move a slider to see the verdictOne of its three answers is that stock is cheaper and that is fine.
Stock is licensed per image and per use in different ways, so treat the right-hand figure as a rough comparison. The sum leaves out the harder question, which is that a stock photograph cannot show your own people, premises or products.
A picture of your own business is the one thing a competitor cannot buy.
Commercial resultEnquiries and sales from pages with real pictures
The lever you ownThe shot list and how often pictures are reused
The lever you rentStock licences
Useful context onlyNumber of images published
How it runs
Four stages, and you can stop after any of them
Every stage produces something you own and could hand to somebody else. Nothing is held hostage and there is no long contract behind it.
Find what readers ask
Your inbox, your sales calls and your search terms give the real questions. That list decides what gets written and photographed.
Write the voice down
Two pages on how you sound, with examples of what to say and what to drop. The best way to stop five writers disagreeing.
Make it, in batches
Copy drafted by us and corrected by you, or a shoot run from a shot list, in a few focused sessions and not in dribs and drabs.
Reuse it and watch it
Each piece cut, captioned and placed more than once, then judged by what it did, not by how many were published.
A content review
For a site with plenty of words and pictures and a nagging feeling that none of it works.
- Homepage read as a stranger would
- Photography and copy audited
- Voice and gaps written up
- A prioritised list you keep
Copy and shoot project
We write the key pages with you and direct a shoot to a list, so words and pictures arrive together.
- Message and tone of voice agreed first
- Key pages written and edited
- Shot list, brief and a directed shoot
- Assets cut, named and ready to reuse
Monthly content partnership
For teams that want a steady supply of useful content without hiring a writer and a photographer.
- Content planned from real questions
- Written, edited and published
- Quarterly shoot planned and directed
- A monthly review of what worked
Before you ask
The questions that come up on every first content call
Do you write the content or do we?
Either, and often both. We draft key pages and articles, you correct them for accuracy, and we edit the result. Where you would rather write it yourselves, we edit against the same checklist. The aim is a voice that is recognisably yours and not ours.
How do you learn our voice?
From how you talk and from what you have already written that you were happy with. We read your best emails, listen to a couple of sales calls and ask what you would never say. Then we write two pages that describe how you sound, and test the first draft against them.
Is AI-written content a problem?
It is a problem when it is generic, which is how most of it comes out. Used as a drafting tool, with your facts, your voice document and a person editing the result, it saves time without making you sound like everybody else. Our Claude page covers how we use it.
How many photographs should a shoot produce?
Enough to cover the shot list, which is more useful than a number. For a small business, forty to eighty usable images from a day is typical. The shot list does most of the work: the website, product pages, social, email and print each need particular kinds of picture.
Do we need a professional photographer?
For a hero image, your own people and anything that goes on the homepage, yes. For product shots and everyday social posts a modern phone, daylight and a shot list can do a decent job. We will tell you which pictures need the professional and which do not.
What about stock images?
Fine for backgrounds and abstract ideas. Poor for anything that claims to be you: your people, your premises, your work. If a customer might think it is you, it should be you. The sum above gives a rough idea of how the costs compare.
Who owns the pictures and words afterwards?
You do. We agree the rights with the photographer in writing before the shoot, and everything we write for you is yours. If a project involves third-party material, such as a model or a location, we will check the permissions before it is used.
How long does a project take?
A set of key pages usually takes a few weeks, depending on how quickly drafts come back. A shoot is planned over a week or two and takes a day, and the edit follows. We will give you a date before we start, and not after.
Is anything I type into this page stored?
No. The plain-words lab, scorecard and cost sums run in your browser. Nothing is sent to us, the text you paste goes nowhere, and everything disappears when the tab closes. If you copy your score, that copy goes to your own clipboard. Our privacy notice covers the rest of the site.
Tool and rules specifics on this page were last reviewed in October 2026. If something here no longer matches what you are seeing, tell us and we will correct it.
Also worth a look
Words and pictures only work in the right place
Websites and landing pages↗The pages the words and pictures go on.E-commerce and product pages↗Product copy and photography written to the buyer's questions.UX, wireframing and prototyping↗Drawing the page, with real words, before it is built.Branding and visuals↗Identity and visual style, and the templates that carry them.SEO and answer engines↗Content that gets found in search and quoted in AI answers.Social media management↗Where most of the pictures and short cuts end up.YouTube↗Titles and thumbnails tested against a real browse feed.Claude↗Drafting in your voice, with a person checking the output.Insights↗Plain-English thinking on marketing, AI and the decisions behind the work.
Book a call
Twenty minutes, no pitch
Send us your homepage before the call and we will have read it as a stranger would and counted how many of the pictures are yours. You get the first thing we would change and why, whether or not you ever hire us.
Book a free 20-minute callBook a call with TWV Media20 minutes, on Google Meet or by phone
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