WHY YOU SHOULD STOP WRITING YOUR WEBSITE COPY FOR GOOGLE
Look, we all know SEO matters. But let’s be honest, obsessing over keywords and Google rankings is only half the picture. Read on to find out why you should stop writing your website copy for Google gods and just what you should be doing instead.
Not For Robots
Your website is not for robots… it’s for people.
Real ones. Your clients. The clients you actually want. The ones you want to actually book you or use your service. And if your site isn’t speaking to them, guiding them, or making their lives easier? Then all that SEO effort is basically background noise. Back in the day, everyone stuffed those keywords all over their site so that google would look favourably upon them and their clients would find them. But boy, have times changed. Now stuffing your pages full of keywords is very much frowned upon. The google gods have spoken and they are not happy about it.
SEO is still important, but keep it human. Google’s smart enough to know when it’s reading waffle. So are your clients.
Too many small business owners get caught up in trying to “hack” the algorithm – stuffing in keywords, awkward phrasing, or robotic copy that doesn’t actually speak to anyone. Google might help people find your site, but it’s the content that gets them to stick around (and eventually buy from you).
Write the way you talk. Use the language your dream clients use. Answer their burning questions. Make it feel like a conversation, not a sales pitch.
“Instead of saying: ‘Our luxury photography services capture timeless moments,’ try: ‘You want wedding photos that don’t feel staged or awkward. I get it – and I’ve got you.’ Your potential clients want to feel seen… they want to know you are on their side, and not just being sold to.
WHY YOU SHOULD STOP WRITING YOUR WEBSITE COPY FOR GOOGLE
IT’S ALL ABOUT THE JOURNEY
Great web design isn’t just pretty – it’s functional. Your site should guide people, step-by-step, to where they need to go. From the homepage to the contact form, it should feel natural and seamless.
Think like your client:
FRIENDLY VIBES ONLY
Make Your Website Feel Human
Nobody wants to feel like they’re being sold to by a robot. A website should feel warm, welcoming, and reflective of you. Whether you’re a wedding photographer, designer, coach, or coffee roaster, people buy from people they connect with. Ditch the corporate-speak and let your personality shine. Use images that show your face, write like a human, and make sure your visitors know exactly how you can help them.
How to Use SEO on Your Pages (Without Sounding Like a Robot)
Let’s keep this simple – SEO doesn’t need to be complicated or cringey. You don’t need to keyword-stuff your copy until it sounds like a broken record. You just need to give Google a few clear signs about what your page is about… and then get back to talking like a real human.
Here’s what to do:
✔ One main keyphrase per page
Think of each page like its own little spotlight. You want Google to know exactly what that page is about. So choose one keyphrase (e.g. “Leeds wedding photographer” or “Brand design for coaches”) and stick to it.
POP IT IN THE RIGHT SPOT
Use your keyphrase in these key spots:
DON’T OVERDO IT
KEEP IT TOTALLY NATURAL
Say it once or twice more on the page naturally, and you’re golden. If it starts to feel clunky or repetitive, cut it back. No one wants to read the word “branding photographer in Leeds” twenty times in a row.
If the page is called “Yorkshire Wedding Venues I Love,” then your H1 and SEO title should say the same (or be very close). It tells Google, “Hey, this is all about this one thing.”
Break your content into sections with clear subheadings. Use bullet points when needed. And for the love of websites, write like you’re talking to a mate over a coffee – not like you’re writing a textbook.
If your site feels a bit… meh (or you’re not even sure what’s working and what’s not), it might be time for a proper once-over. My Website Health Check dives into the nitty gritty – SEO, speed, structure, Google-y stuff – so you know what needs fixing. Or if you’re ready to ditch the DIY and finally have a website that actually looks the part? Let’s build you a custom site that’s smart, stylish, and does the hard work for you.
