How it works.
A newsroom has desks. Here is what each one does on your site, from the first question to the page that earns, and exactly where you come in.
From a question to a published page.
Seven steps, and only one of them is yours.
It hears the question.
Your Search Console data shows the searches people already make to reach you. Stetwell groups them by meaning, checks which have no good answer on your site yet, and ranks them by real demand.
It checks what you already have.
Before a word is written, the idea is compared with every page you have. If a page already covers it, Stetwell proposes strengthening that page instead of writing a rival to it.
It gathers the evidence.
Your pages, your documents, your reviews, your price book and a short interview in your own words become the record a draft is allowed to use.
It writes, then revises.
The draft is written in your voice, learned from how you actually speak. It studies what the pages already ranking cover and has to add something they don't. A second pass tightens the writing.
It fact-checks and marks the proof.
Every number is traced to your facts, and prices must match your price book. Claims about competitors are sourced or softened. Anything unsupported is queried, and the marks come to you on a proof.
You decide.
Publish it, edit it, or decline it. Nothing publishes without a person, and the software enforces that.
It measures and learns.
Clicks, impressions, rankings and AI-crawler visits are compared before and after. What worked becomes a house rule for the next draft.
What the other desks do.
Writing is the visible part. Most of the work that makes a page last happens around it.
Production desk
- SEO titles and descriptions, written through the SEO plugin you already use
- Structured data for articles and FAQs, so search engines read the page correctly
- Hero images, illustrations and diagrams where they help, and share images for social
- Internal links to and from the pages that belong together
- An llms.txt index and, if you like, a clean markdown version of every page for AI systems
Corrections desk
- Old addresses that still get searches are redirected to the right page, turning lost visits back into traffic
- Broken links are found and repaired as revisions you can undo
- Images without descriptions get them, for accessibility and search
- Pages that start losing clicks get a grounded refresh plan
- Pages that search and AI crawlers keep asking for, but that are gone, are flagged for a redirect
Price desk
- Every price lives in one price book, and pages point at it
- Change a rate once and every page follows, worked examples included
- Each page carries an as-of date taken from its oldest figure, never a stale one presented as current
- Competitors' prices are described, never quoted as fact
Analyst
- Search history is kept on your site, past Google's own 16-month window
- Clicks, rankings and conversions per page, before and after every change
- Which pages people read before they enquire or buy, including visitors sent by AI assistants
- Which pages AI crawlers actually read, and, with Cloudflare, which crawlers are turned away and by whom
- How your results compare with other Stetwell sites, from anonymous totals
- A weekly email with what needs your attention
The rules it can't break.
Each one is enforced in the software, not left to good intentions.
Nothing publishes itself
Drafts wait in a review queue. A person publishes, edits or declines, and a publish attempt from anywhere else is reversed.
Numbers need a source
A figure that can't be traced to your facts or your price book is queried, not printed. When asked to invent one, Stetwell declines and says what it would need.
Competitors are handled carefully
By default Stetwell describes how a competitor charges, never their number, so nothing about someone else's business goes stale or overstated.
Every draft earns its place
A draft that only restates what already ranks is sent back. It has to add something readers can't find elsewhere.
You set the pace and the spend
Choose how many drafts arrive each week. Automation pauses when unreviewed drafts pile up, every AI call is metered per page, and a monthly ceiling stops automated spend.
A second opinion, if you want one
An optional second AI provider grades the drafts, so one model never marks its own homework.
Request a seat.
We have been running Stetwell in stealth on live sites, proving it on real businesses before saying a word. Now we're opening a small number of seats.
It suits WordPress sites that publish to win customers and care whether every page is true.