Questions.

What is Stetwell?

Stetwell is a WordPress plugin that works as a newsroom inside your website. It finds the questions your customers already search for, researches what is true about your business, writes and fact-checks the pages that answer them, and brings you a marked proof. Nothing is published until you approve it.

After a page goes live, it keeps working on it: tracking what the page earns, fixing what slips, and feeding what worked into the next draft. See how it works.

Is Stetwell an AI writer?

Writing is one part of what it does, and not the hard part. Stetwell decides which page is worth writing from your own search data, builds each draft only from your material, checks every claim against that record, and measures what the page earns afterwards. A general AI writer does the drafting and leaves the rest to you.

Who is Stetwell for?

WordPress sites that publish to win customers and care whether every page is true: service businesses, specialists, and companies whose prices, policies and claims have to be right. It suits owners and marketers who want more pages that rank and get cited, without publishing anything they have not reviewed.

Does Stetwell publish anything on its own?

No. Drafts wait in a review queue and a person publishes, edits or declines each one. The software enforces this: a publish attempt from anywhere else is reversed, so it never depends on anyone remembering the rule.

What does “stet” mean?

Stet is Latin for “let it stand”. It is the proofreader’s mark for keeping text exactly as written. In Stetwell, nothing stands until you say stet: the editor’s approval is the step that publishes.

How does Stetwell avoid making things up?

Every draft is built from a record of your own material: your pages, your documents, your reviews, your price book and a short interview in your own words. The fact-checker traces each claim and number back to that record, and anything it cannot trace is queried on the proof instead of printed.

What happens when Stetwell can’t prove a claim?

It marks the claim with a query and tells you what it would need to keep it: a source, a figure from your records, or your confirmation. You can confirm it, correct it or cut it. When asked to publish a price or figure it cannot source, it declines and says what is missing.

How does Stetwell handle prices?

Every price lives in one price book, and pages point at it rather than copying the number. Change a rate once and every page that uses it follows, worked examples included. Each page carries an as-of date taken from its oldest figure, so an old price is never presented as current.

How does Stetwell write about competitors?

Carefully. By default it describes how a competitor charges or works, never their exact price, so nothing about someone else’s business goes stale or overstated. Claims about competitors must be sourced or they are softened before the proof reaches you.

Will the pages sound like us?

Yes. Stetwell learns your voice from how you actually speak, through a short interview and your existing pages, and writes in it. You can also describe your voice in your own words, and standing house rules (words to avoid, things to always mention) apply to every draft.

Can a second AI check the first one’s work?

Yes, optionally. A second AI provider can grade each draft, so one model never marks its own homework. What the grader and the results teach becomes house rules for the next draft.

Does Google penalize AI-assisted content?

Google’s guidance rewards helpful, original content whoever or whatever helped write it, and warns against pages made mainly to rank. Stetwell is built around that: every draft has to add something the pages already ranking don’t have, every claim is grounded in your own records, and a person reviews every page before it is published.

Where do Stetwell’s ideas come from?

Mainly from your own search data: the searches people already make to reach you in Google Search Console, grouped by meaning and checked against what your site already covers. It also draws on Bing, keyword research from your seed topics and competitors, the questions visitors type into your site search, and paid-search terms, each shown with where it came from.

What if our site has little search data yet?

Stetwell still works. A new site’s ideas come from your seed topics, keyword research on what your pages are about, Bing and your competitors, and the Search Console data grows into the main source as it arrives. Its history is kept on your site, past Google’s own 16-month window.

Does Stetwell help us show up in ChatGPT, Perplexity and Google’s AI answers?

Yes. It publishes structured data that tells machines what each page is, an llms.txt index of your site for AI systems, and optionally a plain-text version of every page that answer engines can quote accurately. Its analyst then shows which pages AI crawlers actually read, page by page, and with Bing Webmaster Tools adds Bing's search data, the index behind ChatGPT search and Copilot.

Can we choose which AI crawlers read our site?

Yes. Stetwell lists the AI crawlers by what they do: the ones that train AI models, the ones that read pages for AI answers and search, and the ones that fetch a page a person asked an assistant about. Everything is allowed by default; you tick the ones to turn away, or pick a preset such as blocking training while still being cited in AI answers. Stetwell writes your choice into robots.txt, and a crawler you turn away gets no llms.txt or markdown either.

Google and Bing search are never blocked from there: that is a different decision with different stakes.

Does Stetwell work with Cloudflare?

Yes, optionally. With a read-only Cloudflare token, Stetwell shows how each search and AI crawler fares before it reaches your site: how many requests were served, blocked by Cloudflare, refused by your own server, or were really scanners using a crawler's name. It explains the Cloudflare settings that decide this, clears Cloudflare's copy of a page when the page changes, and lists the pages crawlers keep asking for that no longer exist.

It never changes your Cloudflare settings. If you choose, it can add one rule of its own that lets the crawlers you pick through, and only when Cloudflare has verified them.

How does Stetwell stop our pages competing with each other?

Before a word is written, each idea is compared with every page you already have. If a page already covers the search, Stetwell proposes strengthening that page instead of writing a rival to it, and it flags existing pages that overlap so you can merge them.

What are topic hubs, and does Stetwell build them?

A hub is a topic your site wants to own: one pillar page that covers it fully and supporting pages around it, linked both ways. Stetwell proposes hubs from your search demand and your existing pages, shows which supporting pages exist and which are still to write, links them as they are published, and checks the structure every week.

Can Stetwell improve pages we already have?

Yes, and that is often the best place to start. It spots pages losing ground and proposes grounded refresh plans, writes missing titles and descriptions, adds internal links, fixes broken links, describes images, and recovers visits from old addresses that still get searches. Changes arrive as revisions you review and can undo.

What does conversion tracking store about visitors?

Nothing that identifies them. It is off until you switch it on, and then keeps one cookie of your own site's with a random identifier, the page a visitor first arrived on and how they got there, and the last pages they read. Names, emails and phone numbers are never stored: an email or phone number is turned into a one-way code, used only to connect a later enquiry or order to an earlier visit on your site. Browsers that send Global Privacy Control or Do Not Track are not tracked, it can wait for your consent banner, logged-in editors are never counted, and records are deleted after the period you set. Stetwell supplies the line for your privacy policy.

What does Stetwell need to run?

A WordPress site on PHP 8.1 or later, access to its Google Search Console data, and an account with the AI provider you choose. Analytics 4, Business Profile, YouTube, Bing Webmaster Tools and the other integrations are optional and each adds a signal.

Does it work with our SEO plugin and page builder?

Yes. Titles, descriptions and focus keywords are written through SEOPress, Yoast or Rank Math, whichever you use, so nothing conflicts. Pages built with Bricks or Beaver Builder get paste-ready edits, and Stetwell never rewrites a builder layout behind your back.

Where does our data live?

On your own WordPress site. Stetwell is a plugin, not a hosted service: your content, your search history and your decisions are stored in your site’s database, and your API keys are saved encrypted there. AI providers receive only what each request needs, and Stetwell itself receives only anonymous totals (next question). The Privacy page covers this website too.

Does Stetwell share any of our data?

Only anonymous totals, and you can turn that off. Once a day a site tells Stetwell which versions it runs and whether its background jobs are healthy; once a week it sends totals such as how many articles were written, published and ranked, search clicks, suggestions accepted and AI usage. Never page addresses, text, search queries, anything about your visitors, emails, phone numbers or keys. The totals from every site catch a broken release within a day, tune defaults and show each site how it compares. Settings shows every report exactly as it was sent, and one switch stops it and has Stetwell delete what it holds for your site. The Privacy page has the full list.

Which AI models does Stetwell use?

Claude by default, or OpenAI, Gemini and about a dozen more, on your own provider keys. You can choose a different model for drafting and for grading, and images use Google’s image models.

What does it cost to run?

AI usage is billed by your own provider at their rates, and Stetwell meters every call page by page, shows an estimate before anything costly runs, and stops automated work at the monthly ceiling you set. Stetwell itself is in early access, opening a small number of seats; requesting one is how to ask about terms.

Can we undo what Stetwell changes?

Yes. Changes to existing pages are saved as revisions you can roll back, and changes made to many pages at once can be undone together. New pages are ordinary WordPress posts that you publish, edit or delete like any other.

What happens to our pages if we stop using Stetwell?

They stay. Everything Stetwell drafts is a normal WordPress page or post in your own site, so your published content, links and images remain exactly where they are.

How do we know Stetwell is working?

It measures every page before and after each change: clicks, impressions, rankings, conversions and AI-crawler visits, from your own Google and Bing data. A weekly email says what changed and what needs your attention, and the results page shows what happened to every article Stetwell has written on live sites.

Can Stetwell show which pages lead to enquiries and sales?

Yes, in two ways. From Analytics 4 it reads key events and revenue for every landing page, and you tick which key events are real conversions, so a form sent counts and a scroll does not. With conversion tracking switched on, it also records which pages a visitor read before sending a form, paying for an order or reaching a thank-you page: the page they first arrived on, the page they last landed on before converting, and the pages read on the way. It shows how each visitor first arrived, including from AI assistants such as ChatGPT and Perplexity. Most sales follow several pages, so Stetwell reports the value each page influenced rather than claiming one page caused a sale.

Which form plugins and stores does it work with?

Gravity Forms, Fluent Forms, WPForms, Contact Form 7, Formidable, Ninja Forms, Elementor Pro forms and Bricks forms, with spam excluded, plus paid orders and refunds in WooCommerce and FluentCart. For anything else, such as a booking tool or an outside checkout, list the thank-you page it returns to and give it a value.

How many pages will it write?

As many as you choose. You set how many drafts arrive each week, and automation pauses by itself when unreviewed drafts pile up, so the queue never outruns your time to review it.

How do we get started?

Request a seat below. Setup connects your search data and your AI provider, indexes your existing pages so drafts can draw on them, and records a short interview in your own words. Then the first ideas arrive, ranked by demand, and you decide which ones to write.