web designer seo
Proven design, technical and marketing steps you can apply today to lift client rankings, traffic and conversions in 2025.
This guide is written for working web designers — not theorists. You'll get a clear audit checklist, prioritized technical fixes, UX copy & layout patterns that help SEO, and marketing workflows to turn design into measurable growth.
Step 1 — SEO Audit: Where to start
Before you redesign or optimise, run a focused audit. Prioritise fixes that move the needle: visibility, traffic and conversions.
Quick wins (0–1 day)
- Fix missing title tags & meta descriptions
- Ensure canonical tags & hreflang (if needed)
- Add/upkeep robots.txt & sitemap.xml
- Redirects: clean up 404s with 301s
Deep checks (1–7 days)
- Site crawl with Screaming Frog or Sitebulb — find duplicate pages, indexability, redirect chains
- Log file analysis — see how Googlebot is crawling
- Keyword mapping: match intent to page (informational vs transactional)
- Analytics & Search Console review — identify pages with impressions but low CTR
Step 2 — Technical SEO fixes (foundations)
Technical problems block ranking. Make the site technically sound so search engines and users can access content fast and reliably.
Indexability
- Ensure correct robots.txt and sitemap in root
- Use noindex only for thin pages (paginated tags, staging)
- Check canonical tags to avoid duplicate content
Security & Hosting
- Always serve HTTPS (SSL) — browsers penalise non-HTTPS
- Use stable hosting with HTTP/2 or HTTP/3 support
- Set HSTS headers and ensure TLS is up-to-date
Site architecture
- Flatten deep link depth — important pages within 3 clicks from home
- Logical URL structure: /service/landscaping-not-long-id
- Implement breadcrumb markup for better SERP display
Mobile-first indexing
Google uses mobile-first indexing. Design responsively and test with the Mobile-Friendly tool. Avoid content hidden behind tabs unless accessible in source or via progressive enhancement.
- Same content on mobile & desktop
- Load critical CSS inline for first paint
Common technical pitfalls
- Large JS frameworks blocking rendering
- Missing meta viewport tag
- Incorrect canonical to another domain
Step 3 — Content strategy & information architecture
High-quality content that matches user intent is the single biggest ranking factor you can influence as a designer — by structuring, presenting and guiding users to convert.
1) Map intent to pages (keyword mapping)
- Identify primary intent: transactional (book a service), commercial (compare plans) or informational (how-to)
- Create a primary page for each transactional intent (service pages)
- Use blog posts or guides for informational intent and internally link to service pages
Headlines & hierarchy
Use H1 for the page topic only. Use clear, scannable H2/H3 sections matching target keywords and semantic variations.
On-page content tips
- Lead with a one-paragraph summary that answers user intent
- Use short paragraphs, bullets and visuals
- Include an action (CTA) above the fold
Images & accessibility
Optimize images (WebP), add descriptive alt text, and lazy-load non-critical images. Use meaningful filenames and structured captions for context.
Step 4 — UX patterns that boost SEO & conversions
Search engines reward engagement. Design to keep users on the page and guide them to convert.
Above the fold
- Clear H1 + 1-line value proposition
- Primary CTA prominent & repeated
- Contact info / phone visible on mobile
Trust & proof
- Use structured testimonials with names & photos
- Show badges, case studies and real figures
Navigation & internal linking
- Keep navigation shallow and task-focused
- Contextual internal links to related services or blogs
Microcopy examples (use these)
- H1: "Plumber in [Suburb] — Fast, Licensed Repairs"
- CTA: "Get a quote in 60 seconds"
- Trust line: "4.9/5 from 320 local reviews — verified"
Step 5 — Performance & Core Web Vitals
Speed equals visibility and conversion. Prioritise front-end optimisation, then caching and delivery.
Quick checklist
- Reduce Largest Contentful Paint (LCP) — preload hero image/font
- Improve First Input Delay (FID) — minimise main-thread JS
- Reduce Cumulative Layout Shift (CLS) — reserve image & ad dimensions
- Use critical CSS & defer non-critical styles
- Serve images next-gen (WebP/AVIF) and responsive srcset
Tools & measurements
- PageSpeed Insights & Lighthouse
- WebPageTest for filmstrip & waterfalls
- Real User Monitoring (RUM) via Google Analytics or CrUX
Step 6 — Schema & structured data
Structured data helps search engines understand content and increases the chance of rich results (FAQ, LocalBusiness, Product, Service).
Must-have types
- Organization & Website markup
- LocalBusiness / Service for trades
- BreadcrumbList for navigation
- FAQ & HowTo where appropriate
Implementation tips
- Embed JSON-LD in head for reliability
- Ensure structured data matches visible content
- Use Google's Rich Results Test for validation
Step 7 — Local SEO (for client success)
For local businesses, local SEO drives the best ROI. Designers can implement the right signals to help clients win local packs.
Checklist
- Consistent NAP (Name, Address, Phone) on site & citations
- Embed a Google Map (with correct address)
- LocalBusiness schema with geo coordinates
- Dedicated landing pages per service + suburb for scale
- Optimize Google Business Profile + images & posts
Design tip: For multi-suburb campaigns create templated landing pages with unique, locally-relevant content — avoid mass duplicate pages.
Step 8 — Content marketing & link strategy
Designers often stop at the website. Help clients build authority by combining design with repeatable marketing workflows.
Content campaigns
- Create 6–12 cornerstone articles answering high-intent queries
- Design visual assets for social & outreach (infographics, charts)
- Repurpose content: short videos, snippets, local press pitch
Link outreach
- Build local citations & partnerships (suppliers, chambers)
- Use resource pages & guest articles to earn contextual links
- Design linkable assets — research, tools, calculators
Step 9 — Reporting, KPIs & experiments
Make SEO actionable. Designers and clients should measure outcomes, not vanity metrics.
Core KPIs to track
- Organic clicks & impressions (Search Console)
- Organic visits & pages per session
- Conversion rate from organic traffic (contact, quote request)
- Average position for target keywords
Free templates & practical checklist
Use these snippets directly in client projects.
Title tag template
Example: Emergency Plumber Sydney CBD — Same Day Repairs | Acme Plumbing
Meta description template
Example: Fast, licensed plumbing in Sydney CBD. Fixed same day with a 12-month warranty. Call now for a free quote.
URL structure
Keep it short, hyphen-separated, and include the primary keyword.
Internal linking pattern
Always link from blog posts to commercial pages to transfer topical authority.
- H1 present & unique
- Title & meta optimised
- Images compressed & alt text added
- Schema implemented where useful
- Primary CTA visible on mobile
- Tracking & goals configured
How Congero helps web designers deliver SEO wins
If you're a freelance or agency designer, Congero can speed up execution and reduce maintenance friction:
- Launch a clean, SEO-friendly site in under 60 seconds using AI-driven builds — great for rapid testing and landing pages.
- All-inclusive hosting, domain & SSL so you can focus on content & UX, not server config.
- Unlimited text-in updates — let clients request SEO tweaks without hourly development costs.
- Built-in local SEO features and automatic meta/schema suggestions to speed compliance with the checklist above.
Partner tip: Use Congero for quick MVP pages and landing page experiments, then iterate with your design & content improvements.
Frequently asked questions
How much impact can design alone have on SEO?
Should I prioritise speed or visuals?
What KPIs should I report to clients?
Turn design into measurable SEO results
Use the checklist in this guide on every client project. Fix technical issues first, then design content for intent and conversions — track outcomes and iterate.
Want an editable one-page checklist and JSON-LD snippets? Save this page or contact Congero to get a ready-to-use SEO starter pack for client sites.
