Josh Morley WordPress, SEO and paid search

Skill · Content writing

Content writing work I have been hired to do

I write content that has to rank and has to be right. Most of what I am hired for sits in awkward categories: health, legal status, finance, regulated products. Those are the ones where getting a fact wrong is not an embarrassment, it is a liability for the client.

So the research comes before the writing, every claim gets a source, and the sourcing standard is written down so anybody can check it afterwards.

43 + 20
US states and countries fact-checked against primary sources on one project
5
Live legal statuses found wrong on that site and corrected
1,600 to 2,500
Typical words in a pillar piece, structured around real queries
16
Content categories in a teaching library I write and maintain

What I am usually asked for

  • Pillar and cluster content planned against real keyword data, not a topic brainstorm
  • Commercial service and location pages that have to convert, not just rank
  • Regulated and sensitive copy: health, legal status, financial services
  • Programmatic page sets, where hundreds of pages share a structure and must still read well
  • Rewrites and expansions of existing pages that are underperforming
  • Content audits: what to keep, what to merge, what to delete
  • Editorial standards and house formats a client's own team can then follow

How I work

I start with the page that currently ranks first, pull its full organic keyword set, and find out what it is actually earning traffic for. That is usually different from what the brief assumed.

Then each secondary query gets its own heading, because each one is its own ranking opportunity rather than a synonym to sprinkle in.

Then it gets QA'd against a written checklist before anybody sees it. On the last pillar I wrote, my own check caught that the head phrase did not appear in the body once. Fixed before it went anywhere.

Past jobs

Four content jobs and what happened

Client names withheld.

Legal status reference site, multi-jurisdiction

Regulated content
Brief
A site publishing the legal status of a regulated botanical product across US states and internationally. Readers make purchasing decisions on it, so wrong information is a real problem.
What I did
Audited every page: 43 US states plus 20 countries and provinces, with each status re-verified by hand against a primary source rather than another website. Wrote a news piece covering the month's changes, linking twenty-plus state pages.
Result
Found five live statuses that were wrong, including one state that had been temporarily scheduled two months earlier and one country whose regulator had banned the product outright. All corrected. Separately I listed everything I could only source secondarily, so the client knows exactly which claims are not yet primary-sourced. That list is part of the deliverable, not something I hid.

Health information site, pillar content programme

Research-first writing
Brief
Eight new pillar articles to build topical authority in a health niche with a 27,000 searches a month head term.
What I did
Pulled the full organic keyword set of the current number one result, a domain rating 28 page earning traffic on 137 keywords, and built the structure from that. Fourteen secondary queries each got their own heading. Wrote to a house format with a plain-language summary, FAQs, affiliate disclosure and a see-a-doctor block, with original images generated for each piece.
Result
Then I checked before publishing and found the client already had a 2,475 word article on that exact URL, live since April, which was better structured than the page outranking it. The real problem was that it had not been crawled in three months. So the job changed from "write a new pillar" to "get the existing one indexed and expand it", which saved the client the cost of seven more articles they did not need yet.

Keyword cluster I recommended skipping

Saying no
Brief
A cluster with roughly 7,450 monthly searches and keyword difficulty scores between zero and seventeen. On paper, free traffic.
What I did
Looked at the actual search results instead of the difficulty score. Page one was Amazon, GoodRx, the NHS, the World Health Organisation, the National Library of Medicine and Walmart. No independent site was going to displace that lot, whatever the tool said.
Result
Recommended the client not commission the cluster, and put the budget into a cluster where the competing pages were beatable. The difficulty scores looked irresistible and were wrong.

Teaching resource library

Volume with a house style
Brief
An education site needing a large, consistent library of classroom material across sixteen categories and five proficiency levels, usable by teachers with no preparation time.
What I did
Defined a house format covering layout, difficulty levelling, answer keys and teacher reference notes, then wrote and produced to it at volume. The standard is documented, so output stays consistent whoever writes the next one.
Result
A library that reads as one voice across sixteen content categories rather than sixteen different freelancers.

Standards

The checks every piece goes through

  • Head phrase present in the opening summary and in the body
  • Each secondary query given its own heading, not buried as a synonym
  • Every factual claim traceable to a primary source, with the weak ones listed separately
  • Required disclosures present: affiliate, medical, financial, whichever applies
  • Does not duplicate or compete with a page the client already has. Checked, not assumed
  • Internal links planned in both directions before publishing
  • House style enforced, including no em dashes and no accidental first person

On AI and content

I use AI tooling in my research and drafting, and I am not going to pretend otherwise. What I do not do is ship its output unchecked, which is the actual problem with most AI content. Every fact gets verified against a source, every piece gets edited by me, and the work above includes several occasions where the checking caught something that would otherwise have gone live wrong, including mistakes of my own.

If you want a writer who will never touch an AI tool, I am honestly not that person. If you want one who checks the output properly and tells you when it was wrong, that I can do.

Also useful

Because I do the SEO and the development as well, content I write arrives correctly structured, correctly interlinked, with schema and metadata already handled. There is no gap between the writer and whoever has to publish it.

Reviews

Clients on working with me

We love working with Josh. He is knowledgeable about any web issues we run into, and always responds quickly.
Jennifer Yacio Google
We have been working with Josh Morley for over a year now, and I cannot speak highly enough of the results and the experience. From the very beginning, it was clear Josh is not just talented but deeply invested in helping your business grow, not just by doing the work, but by teaching you how to grow along the way.
Rev. Dr. Sanette Fleming I Was Just Thinking Ministries · Google
I was initially nervous about the Google Meet, but Josh was wonderful. He navigated me through the process and kept asking if I had any questions. Highly recommend him.
Rita Kirchgassner Codeable
Once again quick to respond, help and start work.
Christian B. Codeable

The rest of the skill set

Most jobs touch more than one of these. I can take the whole thing or just the part you are short of.

Contact

Tell me about the role or the job

Contract, part-time, one-off fix or white-label work for another agency: all fine. Say what you need and when you need it, and I will tell you honestly whether I am the right person for it.

Email
hello@josh-morley.com
Based
Liverpool, United Kingdom
Hours
10am to 5pm GMT
Reply
Within one business day
Languages
English (native)

Prefer to talk first? Book a discovery call, or download my CV.

You can also hire me through Codeable, where the rating, project count and reviews are all independently verifiable.

The more specific you are, the more useful my first reply will be.

Or email hello@josh-morley.com