Start with the customer’s question
List the questions people ask before they buy. Separate research questions from enquiries that indicate someone is ready to talk. Use this to plan useful pages, rather than creating a new page for every keyword.
Give every page a clear purpose
A service page should explain the service, who it is for, what a customer can expect and how to get in touch. Make navigation and internal links support that journey.
Look beyond a traffic number
More visitors are useful when they lead to relevant conversations. Agree how you will recognise a qualified enquiry, and review the pages and channels that contribute to it.