How to Write a Web Page That Ranks: Keywords, Headings and Structure Made Simple

You don't need to be a copywriter or a tech whiz to create a page that Google understands and ranks. What you actually need is a simple, repeatable structure you can use every single time.

That's exactly what this guide gives you. By the end, you'll be able to plan and write a web page the way Google likes it, with no jargon, and no second-guessing yourself.

If you're brand new to all this, it's worth a quick read of What is SEO and How It Helps Your Business Get Found on Google first. Otherwise, let's get into it.

Start with what the searcher actually wants

Before you write a single word, ask one question. What is the person typing this into Google actually trying to do?

This is called search intent, and getting it right is half the battle.

There are two big buckets:

• Informational. They want to learn something. For example, "how much does a website cost in NZ" or "what is a meta description".
• Ready-to-buy (transactional). They want to take action. For example, "web designer Wellington" or "plumber near me".

A page targeting "how to clean a heat pump" should teach. A page targeting "heat pump servicing Lower Hutt" should sell, with prices, a service area and a booking form.

If you write a sales page for someone who only wanted to learn, they'll bounce, and Google notices. Match the page to the intent and everything else gets easier.

How to find the words people actually search

You don't need expensive software to find good keywords. Google itself is a goldmine, and it's free.

Try these:

1. Google autocomplete. Start typing your topic into the search bar and watch the suggestions drop down. Those are real searches people make.
2. "People also ask". That's the expandable box of questions on the results page. Each one is a question worth answering on your page.
3. "Related searches". Scroll to the bottom of the results for more phrase ideas.
4. Free tools. Google Search Console shows you the exact phrases people already use to find you. Google Keyword Planner and AnswerThePublic are handy too.

One main keyword, a few supporting ones

For each page, choose one main keyword. That's the core phrase the page is about.

Then pick three to five related phrases to weave in naturally. For a page about "office cleaning Wellington", your supporting phrases might be "commercial cleaning", "after-hours office cleaning" and "cleaning services CBD".

One page, one job. Don't try to rank a single page for ten unrelated things.

A page structure Google can follow

Google reads a page a bit like a person skim-reading. Clear structure helps it (and your visitor) understand what's important.

Here's the skeleton that works:

• One clear H1. This is the page title, used once. It should contain your main keyword and tell people exactly what the page is about.
• Descriptive H2 subheadings. These break the page into logical sections. Think of them as chapter titles.
• H3s where helpful. Use these for points sitting underneath an H2.
• Short paragraphs. Aim for one to three sentences. Walls of text scare people off.
• Lists. Bullets and numbers make information easy to scan.
• A logical flow. Answer the obvious questions in the order a reader would ask them.

If someone could understand your page just by reading the headings, you've nailed the structure.

Using keywords naturally (not "keyword stuffing")

Keyword stuffing is cramming the same phrase in over and over. It reads badly and Google penalises it. Don't do it.

Instead, place your main keyword in a handful of sensible spots:

• The title (H1)
• One or two H2s where it genuinely fits
• The first 100 words of the page
• The URL (for example, /office-cleaning-wellington)
• One or two image alt texts

That's it. Everywhere else, just write for humans. If a sentence sounds awkward when you read it aloud, rewrite it. Google has gotten very good at understanding meaning, so natural language beats robotic repetition every time.

The title tag and meta description

These are the two lines that show up in Google's results, your shopfront window. They don't sit on the visible page, but they decide whether someone clicks.

Title tag (around 55 to 60 characters):

• Lead with your main keyword.
• Make it specific and tempting.
• Example: "Office Cleaning Wellington | After-Hours & CBD | YourBiz".

Meta description (around 140 to 160 characters):

• Summarise the page and give a reason to click.
• Include your keyword and, for local businesses, your town or city.
• Example: "Reliable after-hours office cleaning across Wellington's CBD. Friendly local team, flexible schedules and a free quote. Get in touch today."

Google sometimes rewrites these, but a clear, compelling pair still earns you more clicks.

Link to other pages, yours and others'

Links tell Google how pages relate, and they help visitors find more of what they need.

Internal links point to your own pages. If you mention your services, link to your services page. Sprinkle these in naturally wherever a related page would genuinely help the reader.

External links point to credible sources, like a government site, an industry body, or a well-known reference. Linking out to trustworthy pages signals that your content is well-researched. (No need to overdo it. One or two solid sources is plenty.)

A quick tip: use descriptive link text. "See our pricing" is far better than "click here".

Images and alt text

Images make a page friendlier, and they're another small SEO win.

• Alt text describes the image for screen readers and for Google, since it can't "see" pictures. Keep it short and accurate, for example "team of cleaners in a Wellington office at dusk". Slip your keyword in only if it fits naturally.
• File names matter too. "office-cleaning-team.jpg" beats "IMG_4821.jpg".
• Keep images optimised so they load fast. Big, heavy images slow your page down, and slow pages drop in rankings. Here's why website speed matters and what to do about it.

Your copy-and-keep checklist

Print this, pin it up, and run through it before publishing any page:

• I know the search intent (informational or ready-to-buy) and the page matches it.
• I've chosen one main keyword plus a few supporting phrases.
• There's one H1 with the main keyword.
• My H2s are descriptive and break the page into clear sections.
• Paragraphs are short, and I've used lists where useful.
• The main keyword appears in the first 100 words, the URL, and one or two image alts, all done naturally.
• I haven't stuffed keywords; it reads well out loud.
• My title tag and meta description are written and tempting.
• I've added internal links to relevant pages and a credible external link or two.
• Images have alt text, good file names, and are optimised for speed.

Follow that list and you'll be publishing pages that are clear for people and easy for Google. Those are the two things that actually drive rankings.

Want a hand getting found on Google?

Writing one good page is doable. Doing it consistently across your whole website, while running a business, is where most people run out of time.

That's where we come in. Automate Workflow is a Wellington team that helps NZ small businesses build websites and content that rank and convert.

If you'd like a fresh pair of eyes, we're happy to offer a free, no-obligation chat or quick website audit. We'll point out a few easy wins you can action straight away, with no pressure and no jargon.

Get in touch and let's get your business found.