Here’s something that completely changed how I think about websites – and I’m betting it’s going to be a lightbulb moment for you too.

What would someone Google right before they discover you exist?

I know, I know. You’re probably thinking about your fancy job title or that perfect industry term that describes exactly what you do. The thing that makes YOU sound professional and credible.

But that’s not how real people search when they’re lying awake at 2am desperately needing help.

People Don’t Google Job Titles – They Google Their Problems

Let me tell you what I’ve learned from working with hundreds of business owners: your dream clients don’t know what they need yet. They just know something’s broken and they’re hoping Google can fix it.

They’re not typing “functional nutritionist” into Google at midnight. They’re frantically searching:

• “Why am I exhausted every single day?”
• “How do I actually sleep through the night?”
• “Help, my stomach’s been killing me for months”

They’re not looking for a “leadership development coach.” They’re typing:

• “Why can’t my team ever meet a deadline?”
• “How do I stop micromanaging everyone?”
• “Why does my team avoid talking to me?”

They’re not searching for a “brand identity consultant.” They’re desperately googling:

• “Help my website looks terrible”
• “Why does my business look unprofessional?”
• “How do I stand out from my competitors?”

See the difference? Your dream clients aren’t searching for what you are. They’re searching for what they need.

And here’s the best part: you’ve got exactly what they’re looking for. You just need to speak their language so they can actually find you.

SEO Isn’t Scary – It’s Just Speaking Human

This is where I need to demystify something, because I see SO many business owners get intimidated by SEO.

SEO feels complicated because everyone makes it sound complicated. All the talk of algorithms and keyword density and backlinks and technical audits… it’s enough to make anyone’s head spin.

But here’s the truth: SEO is just about using the same words your people are already using when they need help.

That’s it. That’s genuinely the core of it.

You’re not trying to trick Google. You’re not doing anything shady. You’re simply making sure that when someone types their problem into Google, your website shows up as the solution.

Think about it from Google’s perspective: they want to give people the most helpful, relevant answer to their search. If someone’s typing “why am I exhausted all the time” and you’re a nutritionist who helps with energy levels, Google wants to show you. It’s literally Google’s job to connect people with what they need.

So when you use the language your clients are already using, you’re not being manipulative. You’re being helpful. You’re making it easier for Google to do its job (which is connecting people with exactly what they need).

How to Use This on Your Website

Alright, so you’ve figured out what your people are actually searching for. Now let’s put it to work:

Use them as headings

When someone lands on your page and sees their exact struggle reflected back at them in your headline, they’ll know immediately they’ve found the right place. That “Oh thank God, THIS person gets it” moment is powerful.

Instead of: “Nutritional Coaching Services” Try: “Finally Sleep Through the Night (Even If You’ve Tried Everything)”

Instead of: “Business Coaching for Leaders” Try: “Stop Feeling Like a Terrible Manager (When You’re Actually Great)”

Instead of: “Brand Design Specialist” Try: “Get a Website That Actually Represents Your Beautiful Business”

Pop them into your homepage

Make it crystal clear from the very first thing people read that you totally understand what they’re going through. Show them you get it before you even talk about what you do.

Your homepage should feel like relief. Like “Finally, someone who understands.”

Turn them into blog post titles

This is where things really start working for getting found on Google. Write about the exact things people are searching for. Help them with their real questions.

A blog post titled “Why You’re Exhausted All the Time (And How to Fix It)” will get found way more easily than “Nutritional Guidance for Energy Optimization.”

Google wants to rank helpful content about real problems. Give Google what it wants.

Include them in your FAQ section

Answer their real questions using the exact words they’d use to ask them. If someone’s searching “Will a website actually help my creative business?” that should be a question you answer on your FAQ.

People come to FAQs with real, practical questions. This is your chance to speak their language and show them you’ve got answers.

Weave them naturally into your service descriptions

Don’t force it, but do use the language that matters. If you’re a wedding photographer and people are searching “How do I choose a wedding photographer?” then mention that. Talk about what makes you the right choice.

What Your People Are Really Searching For 

At the end of the day, your dream clients aren’t just searching for another service provider. They’re searching for:

• Someone who truly sees and understands them – Not a generic service provider, but someone who gets their specific situation
• A solution to that thing that’s been bugging them – The actual problem they’re trying to solve, in the language they use
• Help with something they can’t figure out on their own – Whether that’s sleep, team management, website design, or anything else
• Proof that they’re not alone – That other people have had this problem and someone’s actually solved it

When you use the language your clients use to describe their problems, you’re signalling all of this. You’re saying “I get it. I’ve worked with people like you. I know how to help.”

The Next Time You’re Updating Your Website, Ask Yourself:

• What would someone type into Google right before finding me?
• How would they describe their problem in their own words?
• What’s the frustration behind their search?
• What keeps them up at night about this?
• What would make them feel seen and understood?

Answer these questions and you’ve basically got your website copy sorted.

Ready to Master This Stuff?

If you’re excited about taking control of your website’s visibility and finally understanding how SEO actually works (without all the techy jargon making your brain hurt), I’ve got something for you.

My DIY SEO Course is designed for business owners like you – creatives, service providers, makers – who want to understand SEO without getting lost in all the technical noise.

This course walks you through everything step-by-step:

✔️ What SEO actually is (and why it’s genuinely not scary!)

✔️ How to think like your clients (so you understand what they’re searching for)

✔️ Smart keyword research that makes sense (spoiler: it’s way simpler than you think)

✔️ On-site SEO techniques that actually work (headings, content, structure – the stuff that matters)

✔️ Simple optimisation strategies you can stick with (nothing complicated or time-consuming)

✔️ How to build your website’s authority (because Google rewards helpful, trustworthy sites)

I’ve taken all the complicated SEO stuff and broken it down into practical, easy-to-follow guidance. You’ll come out of this course feeling genuinely confident about using SEO to grow your business – and you won’t need to hire expensive experts to do it.

Ready to get started? Join the DIY SEO Course now!

(Or if you just want to dip your toes in, grab my free SEO Checklist to see what you might be missing on your website right now.)

One More Thing

SEO isn’t about being sneaky or manipulating Google or stuffing keywords everywhere. It’s about being found by the people who actually need you, using the language they’re already speaking.

It’s about being visible. It’s about showing up when people need you most. It’s about finally getting the visibility your amazing business deserves.

You’ve got something incredible to offer. Let’s make sure the right people can find you. 💛

Need a fresh set of eyes on your website? That’s exactly what I do. Sometimes the best investment is getting someone who knows SEO to audit your site and show you exactly what’s working and what’s not. Get in touch if you want to chat about it.