About
Why Unspar works the way it does
AI made words cheap. That made trust expensive. Unspar exists for teams who noticed and still want the leverage.
The problem we actually have
Every business website has the same backlog: the service page that undersells, the guide that was never written, the pages still describing how things worked three years ago. Everyone agrees it matters. Nobody has the time.
Generic AI chat tools promised to fix this and mostly didn’t. The drafts read like AI, the facts need an hour of checking, and the ideas are the same ones every other site already published. A prompt box holds none of your context, your voice, your sources, or your standards.
Our answer is a workflow
Unspar treats website writing as an operation, not a magic trick. It is closer to a small content shop than to a chatbot: research, writing, editing, and quality control, each a separate job. Your context lives in projects, your standards live in voices and templates, and the price of a piece is known before anyone starts. Review by your team is the step that ships.
The result is deliberately boring: a steady system that turns rough input into pages you’ll stand behind, week after week.
Principles
Four decisions we won’t undo
01
Review is the product
Unspar prepares drafts; your team decides what is accurate and ready. Nothing is posted automatically, and we don’t pretend a model can approve its own work.
02
Priced before it runs
Configure the run you need; Unspar classifies it into a tier and shows the credit cost before it starts. Budget conversations happen up front, not on an invoice.
03
Owned websites only
Unspar is for text on sites you control: not outreach, not posting into other people’s networks, not high-risk or regulated writing. Focus keeps the product honest.
04
Structure over heroics
Good content operations shouldn’t depend on one person’s energy. Projects, templates, voices, and queues make quality reproducible.
Who builds this
Built by someone who runs websites for a living
Unspar is built by Vincent Schmalbach, a software engineer and SEO who has spent years building and operating content-driven websites, and just as long watching good teams struggle to keep their own sites current.
That background shapes the product: the credit model comes from real budgeting conversations, the review-first flow from real editorial work, and the publishing handoff from too many CMS migrations. It also powers Concierge, the managed option where our team helps run content operations with the same tools you use.
The best time to fix the site was last year
The second-best time is one brief from now.