Process beats commentary
An agency has two kinds of article available to it. The first is commentary — prices, rates, the month's numbers — which is quick to write, impossible to keep current, and read mostly by other agents. The second is process: the steps, the documents, the decisions, the things a client asks you on the phone twice a week. Process pages date slowly and bring the enquiries worth having.
PrismDraft reads your site, works out what you sell and where, and suggests topics with a primary keyword and a search intent each. Because the outline comes before any prose and costs nothing, the sequence of a process article — what happens, in what order, with what decision at each step — is settled while it is still free to change.
The approval step is where an agency's local knowledge gets in. A draft written against a good outline is usually right about the sequence and vague about the local detail; twenty minutes of editing is what turns it into a page only your agency could have published.
- Suggestions drawn from your own pages, not a generic property list.
- An outline approved before any prose, which is where a process article is made or lost.
- Nothing publishes without approval, so a page cannot quote a figure nobody checked.
How a agency gets an article out of it
- 01
Your website
One address. PrismDraft reads your pages and drafts the project: what you do, who for, where, the tone your site already uses and the look of its images.
- 02
Topics with a keyword and an intent
Suggestions arrive on a planning board shaped by your own pages, each with a working title, a primary keyword, a search intent and a cluster.
- 03
An outline you approve
A heading per section with its job, its keywords and a target length. Free to generate, free to change, and the only cheap place to change your mind.
- 04
The draft, priced first
About 7 credits for 1,200 words and three images, shown before the run starts. Each section is written against its heading, with an image prompted from it and alt text.
- 05
Your approval, then publishing
The article waits in review with its versions and comments. Only an approved article can be published, to WordPress, Ghost, Webflow or Shopify.
Ten topics from an agency website
Each with the keyword it would be written around and the intent behind it. These are process pages, not commentary.
The outline for the broken-chain article
A page read by someone who has just had bad news. Answer first, reassure second, and never bury the options under an explanation of what a chain is.
- H2Your four options, in one screenLead with the decision set; the reader is not browsing.
- H2What to find out before choosingWhere the break is, who has pulled out, what is already paid.
- H3The costs you can still recoverSpecific and genuinely useful.
- H2How to keep your own buyerPractical steps, in the first 48 hours.
- H2When a bridging loan makes sense, and when it does notBe honest about risk; this is where trust is won.
- H2What we would do for youClose with the service, having earned it.
An outline costs no credits, which is why it is the step to argue with. The draft is written against the headings you approved, section by section.
What to watch in review
Check the local detail and the legal detail. An article about the sales process will be broadly right and locally generic — the editing that matters is naming the kind of property, the typical timescale in your area and the step that goes wrong most often where you work. On the legal side, anything about tenancy obligations, leases or energy ratings changes, and PrismDraft will not have looked it up.
Resist the temptation to add listings. A process page that ends with six properties stops being a process page and starts being a feed, and feeds do not earn links.
Questions
Can it write market commentary?
It can write anything the brief and outline describe, but it has no data: it does not search the web or read an index. Every number in a commentary piece has to come from your brief, which is why process articles are the better use of it.
Can it write a page per area we cover?
Yes, and it is worth doing carefully. A dozen pages that differ only in the town name are the thinnest pages on the internet. One genuinely local page, with the streets, the schools and the stock you actually know, is worth all twelve.
Do we get the images?
One per section, generated from the paragraphs it sits beside in a style read off your own site, with alt text. They are illustrations, not photographs of your listings.
Who approves?
Whoever holds the workspace. A workspace has one seat, so the approval is unambiguous — and for anything touching tenancy or lease obligations, that should be someone qualified to sign it off.
How often should we publish?
Two a month is a cadence a branch can sustain and review. Four typical articles cost about 28 credits, inside the smallest plan's 150.
Can it publish to our site?
To WordPress, Ghost, Webflow or Shopify, with the slug, images and alt text attached, or to a signed webhook for a bespoke site.