SEO copywriting: pages that answer what your clients are searching for.
Copy written for a specific search, a Quebec reader and a decision to make: understand your service, compare you, then contact you.
The hardest part isn’t writing. It’s knowing what to write, and for whom.
Many websites publish regularly without their pages being found or producing leads. The problem rarely comes from the style: the page doesn’t answer a specific search, or another page on the site already does.
So every piece of copy starts from an identified intent, a destination page and a goal tied to your business priorities: inform, reassure or make contact easy.
Three types of copy, three different roles.
Convince and make contact easy
What you do, for whom, where, how a mandate works and how to reach you. The copy follows the buyer’s questions, not the company’s org chart.
Answer questions before the purchase
Articles linked to a service page, answering the questions your clients ask before choosing a provider.
Update rather than pile up
Rewrite, expand or merge copy that has lost its relevance, before publishing new pieces.
Write, rewrite or merge: the decision comes before the copy.
Publishing a new page isn’t always the right answer. Here’s how we decide.
| Observed situation | Proposed decision |
|---|---|
| A page that answered a search well has lost visibility, while the demand still exists | Update the existing content |
| Two articles target the same search and compete with each other | Merge them into a single piece and redirect the other URL |
| An important search for your priorities has no page | Write a new piece from a brief |
| Copy translated word for word doesn’t sound like your clients | Rewrite it in the language your clients actually use |
“Courriel”, “soumission”, “magasiner”: we write the way your clients talk and search.
AI can help with preparation. A person writes the copy and stands behind it.
Google doesn’t prohibit the use of AI; it filters out content produced to manipulate rankings, with no value for the reader. What matters is the usefulness, accuracy and originality of the copy.
- Every piece is written or rewritten, then proofread, by a person.
- Facts, data and claims are verified before publication.
- No page is mass-produced to cover search variations.
- Your expertise is built in: you approve anything related to your trade.
From the search to the published copy.
Intent and destination page
Based on the existing keyword research, or a light keyword map built for the occasion.
Brief
The target search, the reader, the questions to cover, the internal links and the expected action.
Copywriting
In local, natural language, with useful subheadings, direct answers and passages that are easy to quote.
Validation
You review anything related to your expertise, your services and your commitments.
Integration and tracking
Page title, meta description, subheadings and internal links, then tracking of the searches that show the copy.
What doesn’t make good SEO copy.
“You need a minimum word count”
Google doesn’t favour any particular length. The right length is the one that fully answers the question.
“You have to repeat the keyword”
Repetition hurts readability. Clear copy naturally uses the vocabulary of its subject.
“Changing the date is enough”
Changing a page’s date without changing its content doesn’t make it more relevant.
A copywriting mandate is useful when everything else is in place.
You know what to write, not who will write it
• A keyword map exists, but no writer
• A blog where most articles go unread
• Service pages focused on the company rather than the buyer
• Copy translated word for word
Another problem comes first
• Pages search engines don’t index: technical SEO first
• No idea which searches to target: keyword research first
• A need for social media or video content, which is a different trade
Copy is judged by what it produces.
No ranking is guaranteed. We track, piece by piece, indicators you can verify.
Searches per piece
The number of distinct searches showing each page, compared with the baseline.
Impressions in the target market
The visibility achieved with Quebec readers.
Pieces with no visits
The pages to rewrite or merge at the next review.
Leads received
The contacts generated from service pages.
Before and around the copywriting.
Search engine optimization (SEO)
See how copywriting fits into the complete approach.
Frequently asked questions
Frequently asked questions before entrusting us with your pages.
What’s the difference between web copywriting and content creation?
Web copywriting aims to get your pages found and understood during a search. Content creation is mostly about social media and video. This page covers the former.
Does Google penalize copy written with AI?
Not in itself. Google evaluates the usefulness and originality of content, regardless of how it was produced. Content mass-produced to manipulate rankings is what’s targeted.
What’s the ideal length for a page?
There isn’t one. A page should fully answer its reader’s question, without filler.
Is it better to publish new articles or update old ones?
It depends on what already exists. When existing pages already answer your important searches, improving them often comes before publishing new pieces.
Do we have to proofread the copy?
Yes, for anything related to your expertise, your services and your commitments. Your approval makes the copy accurate and credible.
Want to know which pages to write, rewrite or leave as they are?
Tell us about your priority services and your current pages. We’ll tell you where to start.
