Keyword Strategy for Service Providers: What Actually Matters for Your Site

If you're a service-based business—whether you're a coach, designer, consultant, or creative—your website isn’t just a digital business card. It’s a discovery tool.

And how do people discover you?
Keywords.

But not just any keywords.
You don’t need to chase the most competitive terms or obsess over word count. You need a realistic, focused strategy that helps your dream clients find you online—without making your website sound robotic or salesy.

Here’s what actually matters when it comes to keyword strategy in 2025—and how to apply it to your Squarespace site.

1. Focus on Intent, Not Just Volume

It’s tempting to go after high-volume keywords like “life coach” or “web designer.” But those terms are vague and extremely competitive.

Instead, focus on intent.
Ask: What would my ideal client type into Google when they’re looking for what I offer?

Examples:

• “branding for therapists”

• “Squarespace website help for small businesses”

• “bookkeeping services for wellness coaches”

• “SEO audit for Squarespace site”

These may have lower search volume, but the people who search for them are way more likely to hire you.

2. Use Location-Based Keywords (If Relevant)

If your services are regional or if local clients matter to your business, location-based keywords are still incredibly valuable.

Instead of “financial planner” → try “financial planner in Richmond VA”

Squarespace lets you optimize page titles, descriptions, and H1s easily. If you work with clients in-person or want to rank locally, don’t forget to mention your city or region on your key pages (especially homepage and contact).

3. Optimize Your Core Pages First

You don’t need to “SEO” every word on your site. Start with your core money-making pages:

• Homepage

• Services or Offerings page

• About page

• Contact / Booking page

• Top 2–3 blog posts (if you have a blog)

Where to place your keywords:

• Page titles and meta descriptions (Squarespace SEO settings)

• Headings (especially H1 and H2s)

• Image file names and alt text

• Naturally within the first 1–2 paragraphs of page content

Don’t overthink it. If you wouldn’t say the sentence out loud, it’s probably too forced.

4. Use Supporting Keywords Naturally

Your target keyword might be “Squarespace SEO help”—but you can (and should) also use related terms like:

• “optimize my Squarespace site”

• “get found on Google with Squarespace”

• “Squarespace SEO strategy”

These variations help Google better understand your content without keyword stuffing.

Pro tip: Type your keyword into Google and scroll to the bottom — the “related searches” section is full of helpful phrasing ideas.

5. Create Strategic Blog Content Around Keywords

Your service pages should stay focused and conversion-driven. But blog posts? That’s where you can target long-tail keywords, answer questions, and drive search traffic.

Examples:

• “How to Set Up a Lead Magnet on Squarespace (Step-by-Step)”

• “Best Website Layout for Nutrition Coaches”

• “How to Update SEO Descriptions in Squarespace 7.1”

Each blog post should target ONE main keyword or phrase, with supporting terms sprinkled naturally. Think: helpful, specific, and aligned with what you want to be known for.

6. Review and Refresh Periodically

SEO isn’t “set it and forget it.”
Every few months, revisit your pages and blog posts:

• Update titles or descriptions if offers change

• Add newer keywords that reflect how your audience is searching

• Refresh content on pages with declining traffic

• Reformat or expand high-traffic posts to improve performance

This doesn’t mean rewriting everything—just staying aligned with how your audience’s needs (and search terms) are evolving.

7. Squarespace SEO Tools That Make This Easier

Squarespace has improved its SEO features in recent years. Be sure to take advantage of:

• Built-in SEO title and description fields (per page and per blog post)

• Clean HTML structure with heading tags

• Automatic sitemaps and mobile responsiveness

• AI-powered meta tag suggestions (available in newer Squarespace versions)

• Alt-text and image SEO built right into the editor

And don’t forget: Google Search Console + Google Analytics will help you track what’s actually working over time.

Final Thoughts: Simple, Strategic SEO Wins

You don’t need to game the system. A solid keyword strategy is about being helpful, intentional, and clear about what you offer and who you serve.

Start small. Optimize your core pages. Write blog content around real questions. Use tools Squarespace gives you.

Want help crafting a Squarespace website that’s optimized to get found and convert? Let’s talk about building or refreshing your site with SEO in mind.