When was the last time you asked yourself why your customers actually choose you—or why they don’t?
It’s a powerful question. One that most small business owners skip right over in the hustle of trying to make the next sale, post the next Instagram reel, or check off yet another box on the endless marketing to-do list. Instead, we tend to focus on what we think will drive results—pushing harder to get our products or services “out there,” as though success lies in raising our volume instead of improving our message.
We live in an age of information. Analytics track users down to their tiniest mouse movement. SEO tools churn out keyword trends. Inboxes are flooded with more emails than we know what to do with. And still, something’s missing.
But if that data isn’t helping you create meaningful connections, it’s just noise.
While countless businesses are hyper-focused on analyzing the what—what people are searching for, what links they’re clicking, what emails they’re opening—they’re skipping over the why.
Here’s the thing no one tells you about the “why”: it’s where messaging starts. The why is the human story sitting behind the data. It’s the nuanced emotions, struggles, and motivations leading that potential customer to pick up their phone, type in a search, and hope your business has the answer.
Say someone searches for “best marketing services near me.” Instead of just peppering your site with that exact phrase until it’s dripping with keywords, dig deeper. Why would someone type out that search in the first place?
The motivations behind a search hold more power than the words themselves. And here’s where many businesses get it wrong—they focus too much on themselves (“Here’s what we do!”) and not enough on the person sitting behind the screen.
When you start crafting messaging with these motivations in mind, something incredible happens. You stop being just another business in a crowded market. You become the solution.
Now, let’s talk about the technical side of things. SEO copywriting is the art (and science) of using keywords, audience insights, and storytelling to create content that not only ranks well but also converts. It’s about creating a bridge between search engine rankings and authentic human connection.
When done right, SEO copywriting doesn’t feel like it’s “optimized.” Instead, it feels personal, intentional, and crafted for the reader. It’s not just about sprinkling keywords into your copy—though yes, that’s part of it. It’s about using those keywords in ways that guide your audience toward what they’re really looking for and making them feel seen in the process.
Let’s use a wedding photographer who specializes in elopements for adventurous couples. Instead of solely optimizing your website with phrases like “best wedding photographer near me,” you lean into the emotional triggers behind the search. What are those couples really looking for?
With this understanding, you might craft a homepage headline like, “Elopements worth the hike, moments you’ll relive forever.” See how this balance of storytelling and keywords speaks to both the technical SEO need and the heart of your audience?
Many businesses see SEO as a technical tool—a way to “game” the system by ranking higher on Google or driving more traffic. But here’s a hot take for you as someone who’s steeped in SEO strategy every day: SEO isn’t just about being found. It’s about being chosen.
Your audience can’t connect with you if they can’t find you. But being seen is only half the battle. SEO copywriting doesn’t just improve your visibility. It ensures that when people find you, they feel like you truly understand them.
Yes, keywords matter. Yes, traffic is significant. But if the words on your website don’t connect with the person reading them, all the clicks in the world won’t lead to conversions. Effective SEO isn’t a list of hacks. It’s a bridge—a way to connect the technical (algorithms, search engine rankings) with the emotional (human connection, storytelling).
This is where storytelling comes in. Stories allow your messaging to move beyond “features and benefits” and tap into your audience’s deeper wants and needs. They help you show, “We understand what you need—and we care about why.”
When you focus on the heart of your audience’s needs, your brand becomes more than a voice shouting in the void—it becomes the answer they were searching for all along.
Suddenly, your messaging isn’t just a list of services or a sales pitch—it’s a conversation. Conversations are what build trust, foster loyalty, and create those “aha” moments where people realize this business really gets me.
The businesses that thrive online are the ones willing to who can balance both sides of the equation. They combine the technical expertise needed to get in front of the right eyes with the emotional intelligence to make those eyes linger.
Here’s a challenge for you. The next time you’re writing copy—whether for your website, an email, or even a social media post, skip the question, “How can we sell more?”
Instead, ask yourself, “How can we show up where we’re needed most?”
This one shift in perspective can reshape your approach to your audience. When you lead with curiosity instead of an agenda, your messaging naturally becomes more authentic, more human—and ultimately, more impactful.
The best businesses don’t try to sell to everyone. They understand who their ideal audience is and craft their messages for them, centered on genuine connection.
Getting clear on your customers’ “why” and turning it into messaging that connects takes time—and sometimes, a fresh perspective. That’s where I come in. Together, we’ll take the guesswork out of your messaging and craft copy that doesn’t just sound good—it feels right.
Your brand deserves to stand out for all the right reasons. And when you know how to show up for your audience in a way that connects, magic (the practical, actionable kind) happens. If you’re ready to make that shift, I’d love to help. Let’s make your brand’s message the one they can’t ignore.
Are you ready to take your messaging to the next level? Let’s get started!