At Digital Scientists, Lucas has re-designed a client’s landing page with a clear focus: to generate new traffic through enhanced content and headers. Our client had been struggling to attract visitors due to low search engine visibility and ineffective on-page copy. As a marketing agency, we know that valuable content is essential for strong search engine rankings. Without it, a page is likely to underperform, which is why we place great importance on crafting effective page copy.
Why Does a Page Need Good Copy?
Without topically relevant content, search engines will struggle to understand the page's specific context, and may subsequently target the wrong queries. You can identify when a page is not liked by a search engine as it will be crawled but not indexed, or if it is indexed when you check the page performance you will see it effectively jump in and out of the index as on some days it will have no impressions vs others with no positive trend in place. There can of course be other reasons for this, not just relating to page copy, but these can be extensive and so we won’t go into those in this article today.
As a simple example when a page indexes very well for its topic, you will see thousands of relevant user queries vs potentially only a handful as the search indexes struggle to understand relevance and match them to user queries. From the perspective of an SEO, this is a simplification but overall one of the first assessments we do when looking at a project is to assess content and GSC performance and availability of data. In the graph below, we can see an example of a page that isn’t performing well and is dropping in and out of the index due to lack of relevant content.
How to Create Valuable Webpage Copy
To ensure the copy is optimised for Google's ranking algorithm, one of the commonly used tools is Google Search Console (GSC) to identify actual user queries to formulate as part of a broader content strategy. One commonly overlooked basic requirement for a page to signal to a search engine its context is from using the H1 header which is one of many on-site adjustments that can be made which typically most companies get wrong with for example their homepage where the H1 header simply states “welcome” rather than indicating what the site or business is about. For instance, we incorporated the query “Commercial Office Cleaning” into the H1 header of the page. This query had a high number of impressions, indicating strong potential to attract clicks if used effectively.
Using GSC, we can create a plan based on the client’s existing data. This data helps us decide which user queries to address, such as adding Q&A sections, and identify opportunities to optimise image usage, ensuring they appear in the index. After making these adjustments, we can request indexing through GSC to ensure the changes are quickly reflected. This allows us to track and measure the impact of our updates effectively.

We plan to monitor GSC data to evaluate its impact for our client. We expect to see an improvement in the query’s ranking position, leading to increased number of clicks over time.
Perhaps now you’re interested in optimising your own site for popular queries? Visit our QuickFireSEO page to find out how we can help.