Why we built wrytt (the agency-to-tool story)
Two years running a Wix-blog agency taught us this.
For two years we ran a small agency writing blogs for Wix businesses. Coffee roasters, tile importers, family law firms, a florist. Good clients, honest work, and a business model that quietly did not work.
The math problem
A well-researched, on-brand post took us four to six hours: interview notes, research, drafting, editing, image, upload, meta. At agency rates that post cost the client several hundred dollars. Publishing twice a week was out of reach for exactly the businesses that most needed it.
So our clients published once a week, or once a fortnight, and their blogs grew slowly, and we all pretended that was the ceiling.
What we noticed
The expensive part was never the writing. It was the context — knowing that this client says "guests" not "customers," that they will not discuss competitors, that their best statistic is the 2023 retention number, that their founder tells one particular story in every sales call.
We kept that context in a shared doc per client. Over time those docs became structured: voice notes, proof points, forbidden topics, pillar subjects. New writers who read the doc produced usable drafts on day one.
The realisation
The doc was the product. The writing was the easy part once the doc existed.
We were not selling writing. We were selling a maintained model of the client's business.
What wrytt is
Brand DNA is that doc, formalised into six sections and consulted on every generation. The pipeline around it does what our writers did: pick a topic against pillar gaps, research it, draft in the voice, score it, illustrate it, publish it to Wix on schedule.
Clients who paid us $4,200 a month now pay $79 and publish four times a week. That was not a comfortable conclusion to reach. It was the right one.