Some web designers are good at what they do. They’ll build you something that looks professional, loads properly and represents your brand reasonably well.
But here’s what they’re usually not thinking about while they’re doing it:
They’re not thinking about whether your content sections are deep enough to carry the kind of optimised, authoritative content that Google needs to understand what your business does and who it serves.
They’re not thinking about whether your messaging speaks directly to the intent of someone searching for your services right now.
They’re not thinking about whether the layout they’ve designed can accommodate extended content without becoming visually awkward.
They’re not thinking about image choices in terms of semantic relevance.
They’re not thinking about page hierarchy, internal linking architecture or how each section signals topical authority to a search engine.
For the most part, they’re thinking about how the website will look.
When I started You Rank Well, I didn’t initially add web design to my services because I wanted to grow an agency.
I eventually added it because client after client was coming to me with poorly built websites that couldn’t be properly optimised without significant rework and I was mostly rebuilding them, anyway.
Unfortunately for the business owner, a lot of times it just makes more sense to build them right from the start than to spend half an engagement fixing decisions a designer made without any thought for SEO.
So that’s what I do now, which means when I design a website, I’m making every decision simultaneously as an SEO professional and a designer.
Like creating content sections that are sized to carry real, substantive content, and the messaging is written to resonate with the exact person searching for that service.
For example, let’s say a therapist has a website and the main heading says something to the effect of “Life Can Be Awesome” and the design can’t afford that much space for that heading.
Well, “Life Can Be Awesome” sounds nice, but it doesn’t tell Google what your business is about or what it actually does.
Assuming your page’s title says something like “Depression Therapy in Toronto”, Google will be looking for that phrase instead of some sort of daily-affirmation messaging.
And you’d also need some descriptive text beneath to support the heading, along with an icon list and a CTA button.
Website layouts should be built to accommodate what Google needs to see alongside what a visitor needs to feel.
Over the years I’ve developed something that goes beyond technical SEO and design skills – an understanding of the kind of messaging that actually resonates with potential clients of service-based businesses.
And this matters a lot more than many people realise.
One way to look at it is that service-based businesses don’t have the luxury of immediately missing the mark.
A product business can mix it up a bit by testing a headline, adjust the offer or tweak the copy based on what converts. The feedback loop is forgiving.
A service-based business, on the other hand, doesn’t really work that way.
When someone lands on your website and the messaging doesn’t immediately speak to what they need, they leave and move on to the next competitor.
And, for you, that potential client is gone with no second chance, no retargeting, no recovery.
Which means the messaging has to be right from day one: Who you serve, what problem you solve, why you’re the right person to solve it and what the visitor needs to do next.
Getting that right requires understanding how service businesses work, what their clients are actually searching for and what language moves someone from “this looks promising” to “I’m calling them right now.”
And that’s definitely not something you get from a website template or a Fiverr designer.
It comes from years of working exclusively with service-based businesses and knowing what works.
If you already have a website, this is where the conversation gets honest.
Some existing sites can be properly optimised without major structural changes. The foundation is sound, the architecture is workable and the SEO work can be built on top of it effectively.
Others have fundamental problems that make proper optimisation difficult or impossible without significant rework, like content sections that are too shallow to carry real SEO content, messaging that speaks to no one in particular or layouts that become visually broken the moment you try to add the content depth that ranking requires.
When that’s the case, I’ll tell you clearly and explain exactly why as my job is to get your business found and converting and not to validate past decisions that are working against that goal.
Sometimes the most affordable thing I can do for you is save you from spending even more money on a site that will never perform the way you need it to.
Every website I build runs on WordPress. That’s not a preference, but more of a deliberate strategic decision based on what actually works for SEO and what genuinely serves your business long-term.
WordPress is by far the most flexible and extensible platform available, as the plugin and addon ecosystem is enormous — virtually any functionality, optimisation or integration you could need exists and works without being locked behind an upsell or a higher pricing tier.
The SEO capabilities that come as standard with WordPress, like full schema markup control, canonical tags, advanced site architecture, page speed optimisation and complete internal linking flexibility — cost extra or simply aren’t available on the proprietary builders.
WordPress also runs on virtually any hosting platform on the planet, meaing ou’re never locked into a single provider.
If you want to move hosts, upgrade your server or switch providers entirely, your website comes with you and you own it completely.
That’s fundamentally different from Wix, Squarespace and Shopify, as their platforms are entirely proprietary.
Your website only exists on their infrastructure, meaning you can’t move it, you can’t migrate it and if you ever decide to leave, you’re starting from scratch.
You’re not building an asset on those platforms: You’re renting one, and the landlord controls what you can and can’t do with it.
When a Wix or Squarespace site needs a specific technical SEO optimisation, you’ll frequently hit a wall as either it isn’t possible on the platform, it requires a paid upgrade to access or it’s available in a watered-down version that doesn’t fully do the job.
With WordPress, those same optimisations are available from day one at no additional cost beyond the plugin itself, most of which are free.
For a service-based business serious about ranking, converting and owning their online presence long-term — WordPress isn’t just the better choice. It’s the only choice that makes sense.
Which isn’t to say that you can’t get a DIY platform website to rank. A lot of times you can.
I just find the WordPress environment allows me to do my best work.
I serve clients across Toronto and the GTA and I’ve been doing so for more than 25 years *.
And all of that experience serves as a reflection of where I have real market knowledge and real client experience.
* Writing this made me sit back and reflect on that time frame – time really does fly, doesn’t it?
Forget about spammy tactics and quick-fix tricks that burn out over time. I use modern SEO based on real Google patents.
Having lived here all my life means I know the area and where and how to target your best service areas.
I'll help focus your messaging and target your ideal and most sought-after clients with intent who convert.
In addition to my services, I'll help to support your online efforts so you won't have to worry.
If you’re interested in finding more qualified clients and becoming a happier, can-hardly-contain-yourself kind of business owner, take a minute to schedule your free, 30-minute telephone consultation.
We’ll cover a lot of ground and really talk about how to make your website work for you.
I am located just on the north side of Dupont Street, at Campbell Avenue, just east of Symington and west of Lansdowne Avenue.
The Boo Radley’s and Piri Piri Grillhouse restaurants are located on the northwest and northeast corners of Campbell & Dupont.
Turn north onto Campbell Avenue and take the first right (into the driveway) and follow the business units (past Piri Piri) to the end.
I am in Unit 6A (upstairs).
Parking is free.
My Courtice location is located just east of Oshawa, near the intersection of Highway 2 and Townline Road North.
Local landmarks include a Tim Horton’s, McDonald’s and Walmart.
Take Townline Road south of Highway 2 to your first left, which will be Kingsway Gate. Take Kingsway Gate to Empire Crescent (at the stop sign).
I am at the south-east corner of that intersection.
Street parking is free.