Good website content does two jobs at once. It answers the questions your customers ask, and it tells Google clearly what each page is about and where you work. This guide shows how we write content for the small and medium businesses we build websites for in Ireland. Every step below is something you can do yourself in WordPress.
1. Start with what your customers search for
Write down the services you sell and the towns or areas you cover. Then think about how a customer would phrase the search: “emergency plumber Blanchardstown”, “wedding cake Dublin 15”, “how much does an extension cost in Ireland”. Type a few of these into Google and look at the suggestions at the bottom of the results and the “People also ask” box. They show the words real people use.
If your site is already live, Google Search Console is even better: the Performance report lists the searches where you already appear. Searches where you sit on positions 5–20 are the quickest wins.
2. One topic per page
Give every main service its own page. A single “Services” page that lists ten things in two lines each is hard for Google to rank for any of them. A page about one service can explain what is included, who it is for, how long it takes, what it costs or what affects the price, and show photos of that work.
Avoid creating near-identical pages for every town with only the place name changed. Google treats them as low-quality. One strong page for your main area, plus genuine local detail (projects, reviews, directions), works better.
3. Write the title and description for the search results
- SEO title: about 50–60 characters, with the service and the place first and your business name at the end. Example: “Kitchen Fitting Dublin 15 | Murphy Joinery”.
- Meta description: 120–155 characters that make someone want to click: what you offer, one proof point and a reason to contact you.
Google sometimes rewrites these, but a clear title and description still raise the chance of a click. In PWD SEO you can edit both for every page at once in the Bulk editor.
4. Headings that a reader can scan
Use one H1 per page with the main topic, then H2 and H3 headings for the sections. Most visitors scan before they read, so a heading should tell them what the section answers. “How long does it take?” is more useful than “Our process”.
5. Content that only you could write
Google rewards pages that show real experience. Generic text such as “we are a team of dedicated professionals” could sit on any website and says nothing. Replace it with specifics:
- projects you have finished, with photos and the area;
- the questions customers really ask you on the phone, with your answers;
- prices or price ranges, or the factors that change the price;
- your qualifications, insurance, memberships and years in business;
- reviews from real customers.
6. Link your pages together
Internal links help visitors find the next step and help Google understand which pages matter most. Link from a blog article to the service it talks about, from a service page to related projects, and from every page to your contact page. Use descriptive link text such as “our WordPress maintenance service”, not “click here”.
7. Images: small files, clear names and alt text
- Save photos as WebP and keep most images under 200 KB.
- Name files with words, for example attic-conversion-castleknock.webp, not IMG_4821.jpg.
- Write alt text that describes the image for someone who cannot see it.
8. Make it fast and mobile-friendly
Most local searches happen on a phone. A slow page loses visitors before they read a word. Check your pages with Google PageSpeed Insights and fix the biggest problems first: oversized images, too many plugins and heavy sliders.
9. Keep content up to date
Update prices, services, photos and opening hours when they change, and add new projects regularly. Fresh, accurate pages earn more trust from visitors and from Google. An out-of-date page with last year’s offers does the opposite.
10. Measure and adjust
Check Search Console once a month. Look at which pages gain impressions but get few clicks (improve the title and description) and which searches sit just off page one (strengthen that page with more detail and internal links). SEO is steady work over months, not a one-off task.
Need a hand?
We write and optimise content as part of our SEO services and every WordPress website we build. Get in touch for a review of your current site.