Writing SEO optimised copy for your website – A simple guide

Writing SEO optimised copy for your website can feel overwhelming – especially if you’ve never done it before. But don’t worry, you don’t need to be an SEO expert to make your site work better for you. I’ll break it down step by step so you can get started with confidence.

What is SEO & why does it matter?

SEO (Search Engine Optimisation) is how your website gets found on Google. When potential clients search for wedding suppliers, Google scans websites to find the most relevant ones based on keyphrases used in the search.

By choosing the right SEO keyphrases and using them naturally in your website copy, you increase your chances of appearing in search results and attracting your ideal clients. This is why writing SEO optimised copy is important!

How to pick SEO keyphrases to use when writing your copy

1️⃣ Your homepage SEO keyphrase

Your homepage keyphrase is the main phrase you want to rank for on Google. To choose the right one, ask yourself: If I were my ideal client, what would I type into Google to find someone like me?

For example, if your ideal client is getting married in London, they might search “London Makeup Artist”.

But here’s the catch: The broader the keyphrase, the more competition there is.

❌ “Wedding Makeup Artist” → Too broad, too much competition

⚠️ “London Wedding Makeup Artist” → Still competitive but better

✅ “Luxury Wedding Makeup Artist London” → More specific, easier to rank

✅ “[Venue Name] Wedding Makeup Artist” → Even easier to rank and targets dream clients

💡 It’s okay to choose a broader keyphrase for your homepage if you also optimise other pages or blog posts with more niche keyphrases that are easier to rank for.

2️⃣ Additional SEO keyphrases for blogs & other pages

For most wedding suppliers, the homepage is the main page that needs SEO optimisation, but if you want to rank other pages, you’ll need to pick different keyphrases that make sense for the content of each page. Here’s a couple of examples:

About page

✅ Use your name + what you do + location (if relevant).
Example: “About The Unscripted – Suffolk Wedding Photographer”

Why? Couples might search for your name if they’ve heard of you through word of mouth or social media. Adding your service and location helps Google connect you to relevant searches.

Portfolio page

✅ Use a keyphrase that reflects your unique style or speciality.
Example: “Bold wedding makeup portfolio” instead of just “wedding makeup portfolio”
Example: “Romantic and timeless wedding photography” instead of just “wedding photography portfolio”

Why? Your homepage might target a broader search term (e.g., “Cambridge wedding makeup artist”), but your portfolio page is a great place to showcase your specific style. Couples often search for inspiration using descriptive terms like “natural bridal makeup” or “editorial wedding photography,” so this can help attract clients who love your aesthetic.

You can (and should) rank for other keywords on blog posts as well. Here’s a full blog post on how to do this with the help of ChatGPT!

💡 One important thing to remember is that you should not have more than one page/blog post with the same keyphrase – otherwise you’ll basically be competing against yourself to rank for it! Make sure each keyphrase is different.

How to write your SEO optimised Website Copy

I know writing about yourself can feel overwhelming. That’s why my onboarding questionnaire will guide you through it, giving you examples throughout.

A few things to bear in mind:

• be careful with using ‘we’ instead of ‘I’ – unless you are a team, using ‘we’ will sound weird, even more so if your business name includes your first and/or last name. Using ‘I’ throughout your copy is more personal and, well, it just makes sense if it’s only you running the business!
• try addressing your ideal client directly by using ‘you’. People resonate more with content when being addressed directly – for example on my website I say ‘Helping you optimise your creative business to restore the work life balance you deserve’ which sounds a lot more personal than ‘Helping creatives optimise their business to restore the work life balance they deserve’
• keep it simple – your copy needs to be easy to read, what sometimes help is telling yourself ‘how would I explain this to a 5 year old?’

Here’s how to approach writing your website copy:

1️⃣ Writing SEO optimised homepage copy

Your homepage is one of the most important pages on your site. It should:
✔ Clearly explain who you are, what you offer and where you’re based/where you offer your services
✔ Speak to your ideal client directly (using ‘you’)
✔ Include your SEO keyphrase naturally

How to use ChatGPT to write your homepage copy:

1️⃣ Introduce yourself to ChatGPT – Give a short summary of your business and ideal clients.
2️⃣ Tell it your chosen SEO keyphrase – Ask it to optimise the homepage copy for SEO.
3️⃣ Copy & paste the questions – Use the homepage prompts from my onboarding questionnaire.
4️⃣ Review & personalise the copy – Make sure it sounds like you!

Example Script for ChatGPT:

💬 “Hi ChatGPT, I’m a wedding florist based in London. I specialise in wild, natural wedding flowers for modern couples who love a high end, romantic vibe. My ideal clients are stylish couples planning weddings at luxurious venues. I’m writing the homepage copy for my website and need help. Can you optimise it for the keyphrase ‘Luxury Wedding Florist London’? Ask me questions if you need more details! Here’s the questions my web designer needs me to answer for my homepage copy:”

(Then, copy and paste my questions.)

💡 Bonus Tip: If you want multiple options, ask: “Can you give me three different versions?”

2️⃣ Writing SEO optimised copy for other pages

Repeat the above for the rest of your copy, but using the other SEO keyphrases you chose for each page.

Some pages don’t need to be optimised for SEO, like your contact page for example.

A quick reality check: SEO takes time!

SEO isn’t an overnight fix – it can take months to see results. Simply optimising your homepage and writing a couple of blog posts won’t guarantee instant success.

🔹 Google takes time to index new content
🔹 Competitiveness of your keywords affects ranking
🔹 SEO involves more than just keywords (e.g., alt tagging images, backlinks, mobile-friendly design)

As your web designer, depending on which package you book, I will handle the basic SEO optimisation for you: heading tags, page titles & meta descriptions, internal links, and mobile optimisation.

If you want to go deeper into SEO, you may need to hire an SEO expert (my recommendations are Nowhere to No 1 and Karen Julia). But for now, following these simple steps will set you up for long-term success!