5 biggest SEO mistakes creative business websites make.
If you run a creative business, your website is probably one of your most important tools. It shows your work, tells your story, and helps people decide if they want to hire you. But even the most beautiful websites can struggle to show up in Google searches if a few key details are missing.
SEO can feel intimidating, but it’s really just about helping people find you online. Most of the mistakes I see on creative business websites aren’t complicated or technical. They’re small things that can be fixed once you know what to look for.
Here are five of the most common SEO mistakes I see and what you can do to fix them.
1. Not using clear, searchable words
Creative business owners are usually great at describing their work in unique ways. That’s part of what makes their websites feel personal. The problem is that search engines don’t always understand creative language.
For example, you might describe yourself as a “visual storyteller” or a “brand builder for dreamers,” but potential clients are typing in “Connecticut brand photographer” or “Squarespace website designer.”
Search engines need clear, straightforward words to figure out what your site is about. If those keywords are missing, it’s harder for people to find you.
How to fix it:
Make a short list of the words and phrases your clients might use to find you. Think about what they’d type into Google if they didn’t know your business name. Use those phrases naturally in your homepage text, service descriptions, and page titles.
You don’t need to stuff them everywhere. Just make sure they appear where they make sense.
2. Missing or duplicate page titles and descriptions
Your page title and meta description are what people see in search results before they click. They tell both search engines and potential clients what your page is about.
Many creative websites either leave these blank or use the same text across multiple pages. That makes it hard for Google to know which page to show and why it’s important.
How to fix it:
Write a unique title for every page. Include your service and your location if it makes sense. For example:
“Westport CT Headshot Photographer | N. Lalor Photography”
“Squarespace Website Design for Creative Entrepreneurs | N Lalor Interactive”
Then write a short, clear description (about one or two sentences) that tells people what they’ll find on the page.
For example:
“Professional headshots for individuals and teams across Fairfield County, CT. Book a session today and get images that help you look confident and approachable.”
When your titles and descriptions are clear, people are more likely to click, and search engines understand your site better.
3. Uploading large, unoptimized images
Most creative businesses rely on visuals. Whether you’re a photographer, designer, or artist, your site probably has a lot of images. But those beautiful photos can slow your site down if they’re not optimized.
Large image files make pages take longer to load, and that hurts your SEO. Search engines prefer fast websites because users do too.
Another common issue is leaving images with names like “IMG_1234.jpg.” That doesn’t tell Google what the image shows, so it doesn’t help your rankings.
How to fix it:
Before uploading images, resize and compress them so they load quickly. Give each one a descriptive file name, like “connecticut-headshot-photographer.jpg” or “modern-squarespace-web-design.jpg.”
Then add short alt text describing the image. For example, “Professional headshot of a business owner in Westport” or “Homepage design for a Connecticut floral studio.”
These small steps make your site faster, more accessible, and easier for search engines to understand.
4. Forgetting about mobile users
More than half of all website traffic now comes from phones. If your site looks great on a desktop but is hard to use on mobile, that’s a problem.
When a site feels clunky or text is too small to read, visitors leave quickly. That tells Google your site might not be providing a good experience, which can hurt your SEO.
How to fix it:
Check your website on your own phone. Scroll through each page, tap your buttons, and see how everything feels.
Ask yourself:
Is the text large enough to read easily?
Are the buttons big enough to tap without zooming?
Do the images resize correctly?
Is the navigation simple and clear?
If you use a platform like Squarespace, a mobile version is already built in, but it’s always worth checking and adjusting the design manually. A great mobile experience keeps people on your site longer and helps your SEO.
5. Not writing enough useful content
This one is probably the most common mistake I see. Many creative websites are beautiful but light on actual content. There might be a few sentences on the homepage and almost no text on service pages.
Search engines rely on text to understand your website. If you don’t have enough written content, there’s nothing for Google to index.
How to fix it:
You don’t need to write long essays, but you should have at least a few paragraphs of clear, client-focused text on every main page.
Explain what you do, who it’s for, and why it matters. Use real words that sound like you. Add headings that break up your sections, include your main keywords naturally, and make sure each page answers the questions your clients might have.
The more clear and helpful your website content is, the easier it will be for search engines to recommend it.
A few extra things that help
Once you’ve fixed the basics above, here are a few bonus tips that can make a big difference:
Link between your pages. Add links from your blog posts to your services or portfolio. It helps people explore your site and helps search engines connect your content.
Keep your content fresh. Update your site regularly, even with small edits or new photos. Search engines like active websites.
Track your progress. Set up Google Search Console or Google Analytics to see what’s working.
Be patient. SEO takes time. Even small, consistent improvements build momentum over a few months.
Your website doesn’t need to be perfect to rank well in search results. It just needs to be clear, well-organized, and written for both people and search engines.
Start by fixing one thing at a time. Rename your images, add better page titles, or write a stronger service description. Each small change helps your site perform better and reach more of the right people.
And if you’d like help creating a website that looks great and gets found more easily, I’d love to help you do that.
