How to Write SEO-Friendly Website Copy for Service-Based Businesses

As a service-based business owner, having a beautiful website is just one part of the puzzle. The other part—often the trickiest—is writing website copy that not only speaks to your ideal clients but also boosts your visibility on search engines. This is where SEO-friendly copywriting comes into play.

Writing SEO-friendly website copy means creating content that resonates with your audience while helping search engines understand what your site is all about. In this post, I'll share practical tips for writing copy that attracts your clients and improves your search engine ranking, so your website gets the attention it deserves.

1. Start with Keyword Research: Speak Your Client's Language

Effective SEO-friendly copy starts with understanding how your ideal clients are searching for your services. Take the time to do keyword research, which helps you discover the words and phrases they’re using. This ensures that when they type these phrases into a search engine, your website has a better chance of showing up.

Tip: Use tools like Google Keyword Planner or Ubersuggest to find relevant keywords. Once you have a list, naturally integrate those terms into your headlines, meta descriptions, and body content—but avoid keyword stuffing. Instead, write in a way that feels natural, while ensuring the keywords are well-placed.

Example: If you’re an interior designer, your client might search for “modern interior designer in Victoria BC” or “small space home design expert.” Your copy should address those terms directly, like: “I specialize in modern home designs that reflect your personal style and maximize space in any home.”

2. Craft Clear and Compelling Headlines

Headlines do more than just break up your content—they’re essential for both SEO and user experience. Make sure your headlines are clear, keyword-rich, and compelling enough to encourage your visitors to keep reading.

Tip: Use action words and focus on benefits. When possible, include your main keyword within your headline. For example, instead of just saying "Services," try something more specific, like: “Interior Design Solutions for Small Spaces in Victoria BC.”

This kind of headline clearly communicates your service and location, helping potential clients immediately know that they’re in the right place.

3. Write for Readability and Engagement

Search engines like Google reward content that keeps visitors engaged. That’s why readability is so important. Keep your sentences short and your paragraphs concise, using bullet points or numbered lists to make your content easier to scan. Engaged visitors are more likely to stay on your website longer, which positively impacts your SEO ranking.

Tip: Write in a tone that reflects your brand (friendly, informative, and professional) and speaks directly to your audience. Use calls-to-action (CTAs) throughout your copy to guide visitors toward the next steps—whether it’s learning more about your services or booking a consultation.

Example: Instead of saying “Contact me for more information,” try something more engaging like: “Ready to transform your home with a custom design? Let’s chat about how I can help bring your vision to life!”

Related Blog Posts:

If you’re looking to dive deeper into building an effective website for your service-based business, you may also find these posts helpful:

Feeling stuck with writing SEO-friendly Website Copy?

I get it—there’s a lot to juggle. That’s why I offer my Book Me for a Day service. If you need help getting your website SEO in shape, I can help you get it done in a single day. Together, we’ll make sure your site resonates with your clients and gets found online.

Contact me today to learn more about my web design solutions!

Erin Clayton

Squarespace web designer & portrait photographer based in Victoria, BC.

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