On-Page SEO Services by Arrow Design

What Is On-Page SEO?

On-Page SEO (sometimes written as on page SEO) is the practice of optimising the content and HTML

elements on each page of your website so that search engines and real people clearly understand:

• What the page is about.
• Who the page is for.
• Why the page deserves to rank above competing pages.

When most people picture SEO, they think about rankings and algorithms. On-Page SEO goes deeper than that.

It is about aligning your page with the language, questions and motivations of your ideal customer, and then presenting that information in a clean, structured and technically sound way.

It is both analytical and creative: part search data, part copywriting, part user psychology and part web development.

In practical terms, On-Page SEO covers every visible and invisible element on a page, including:

• The written content (headings, paragraphs, bullet points, FAQs).
• The title tag and meta description that appear in Google.
• The URL and how descriptive it is.
• Internal links from and to other relevant pages.
• Images, alt text and media.
• Page layout, readability and calls to action.
• Structured data (schema markup) in the code.
• Speed, mobile responsiveness and technical performance.

At Arrow Design, we treat On-Page SEO as the master key that connects your website structure, your sales message

and your ideal customer’s search behaviour. When it is done correctly, every important page of your website

becomes a clear answer to a specific query – and Google loves clear answers.

Why On-Page SEO Matters for Your Business

Imagine two businesses that offer almost identical services. One has a website with no real On-Page SEO:

vague titles, generic text, slow loading, no structure and no clear call to action. The second business has a website

that is fast, clear, and deliberately optimised around the exact phrases people use when they are ready to buy.

Which one do you think will win more customers?

On-Page SEO matters because:

• Search engines use it to understand your pages.

  Google’s job is to match search queries with relevant, trustworthy pages. Clear On-Page SEO

  helps Google confidently decide that your page is a good match for valuable searches.

• Visitors use it to decide whether to trust you.

  Your titles, headings, layout and wording all influence how people feel on your site.

  Good On-Page SEO creates confidence; bad on-page experience creates doubt and confusion.

• It amplifies every other marketing channel.

  Paid ads, social media and email all perform better when the landing page is relevant, clear and persuasive.

  Strong On-Page SEO means visitors actually stick around and take action once they land on your site.

• It compounds over time.

  Every on-page improvement you make is an asset that keeps working for your business.

  A well-optimised page can attract targeted, organic traffic for months or years with only light maintenance.

When Arrow Design manages your On-Page SEO, our goal is not just to increase impressions or clicks.

Our goal is to design pages that work like high-performing salespeople: attracting the right people, answering real objections,

and making it easy to take the next step.

On-Page SEO vs Technical SEO vs Off-Page SEO

SEO is often divided into three main categories:

On-Page SEO, Technical SEO and Off-Page SEO.

Understanding the difference will help you see why starting with On-Page SEO is usually the smartest move.

On-Page SEO

On-Page SEO focuses on everything you can control on the page itself:

content, titles, headings, internal links, schema markup, images, layout and user experience.

It shapes how your page communicates your topic and value proposition.

Technical SEO

Technical SEO deals with how your website is built and how easily search engines can crawl and index it.

This includes site speed, mobile responsiveness, XML sitemaps, redirects, HTTPS, server configuration and Core Web Vitals.

At Arrow Design, our development background means we handle technical and on-page work together, rather than in isolated silos.

Off-Page SEO

Off-Page SEO focuses on signals that happen away from your website: backlinks, citations, reviews,

brand mentions and social signals. These act as external “votes of confidence” for your site.

All three matter. But if your On-Page SEO is weak, building links or running campaigns is like pouring water into a leaky bucket.

That is why Arrow Design typically begins with an On-Page SEO and technical foundation before you invest heavily in off-page activity.

How On-Page SEO Works (Step by Step)

At a high level, On-Page SEO works by aligning three things:

1. What people search for – the keywords, questions and problems that matter to your ideal customer.
2. What your page offers – the information, products or services you provide.
3. How you present it – the structure, wording, code and design of the page.

When those three elements are aligned, your page becomes an obvious answer for relevant searches.

Search engines can easily understand it, visitors can easily navigate it, and your business can benefit from it.

Our step-by-step On-Page SEO process typically includes:

1. Discovery – understanding your products or services, margins, locations and ideal customers.

   We clarify which pages actually drive revenue, not just traffic.

2. Keyword & intent research – using SEO tools and behavioural insight to uncover the exact phrases and questions your audience uses at different stages of their decision journey.

3. Page mapping – assigning core keywords and supporting phrases to specific pages, so each page has a clear role and focus.

4. Content & structure redesign – rewriting or expanding content, reworking headings and sections, and clarifying calls to action.

5. Technical on-page fixes – improving speed, mobile experience, image optimisation and HTML structure.

6. Schema implementation – adding structured data (LocalBusiness, WebPage, Article, FAQPage) to reinforce what your content is about and who it serves.

7. Measurement & refinement – monitoring rankings, click-through rates, time on page, enquiries and sales, then iterating based on real behaviour rather than guesswork.

This approach reflects modern, behaviourally informed marketing: we do not optimise for algorithms in isolation.

We optimise for humans first, then ensure the technical signals back that up.

Core Elements of On-Page SEO We Optimise

Every page on your website is an opportunity to be crystal clear about who you help and how you help them.

Arrow Design focuses on the following key On-Page SEO elements to maximise that clarity and impact.

A Behavioural, Strategy-Led Approach to On-Page SEO

Many SEO checklists stop at “add keywords here” and “tick this box”.

Arrow Design goes further by using a strategy-led and behaviourally informed approach to On-Page SEO.

That means we care deeply about how real people think and decide, not just how algorithms crawl.

In practice, this looks like:

• Reframing your offer so that it feels less risky and more valuable (for example, positioning SEO as an investment that compounds, instead of a monthly cost).
• Removing hidden obstacles that stop people from contacting you (unclear pricing, vague language, missing proof).
• Highlighting small, low-friction next steps such as “request a quick review” rather than only “sign up for a full package”.
• Using simple, concrete language instead of dense technical jargon that makes people feel lost or intimidated.
• Designing for emotion as well as logic – acknowledging that most decisions start with a feeling and are justified with facts afterwards.

When we craft On-Page SEO content for your business, we do not just ask “what will Google think of this?”.

We also ask “what will your ideal customer feel when they read this?” and “what will they want to do next?”.

Our On-Page SEO Process at Arrow Design

Over the years, Arrow Design has developed a clear, repeatable process for delivering effective On-Page SEO

for businesses in Dublin and across Ireland. While every project is different, most follow this framework:

1. Initial Conversation & Goal Setting

   We talk about your business model, your margins, your most profitable services and your current marketing.

   Together, we clarify what “success” looks like – more local leads, national reach, higher-value enquiries, or specific product sales.

2. On-Page SEO & Content Audit

   We review your existing pages to identify quick wins and structural issues.

   We look at your titles, headings, content, internal links, schema, speed and mobile experience.

   This gives us a clear picture of what is holding your On-Page SEO back.

3. Keyword & Intent Research

   We identify the most important phrases your audience uses, along with search volumes and competitiveness.

   We pay special attention to high-intent searches – the ones that indicate people are ready to act, not just browse.

4. Information Architecture & Page Mapping

   We decide which pages will target which topics and how they should be grouped.

   This often involves clarifying the difference between your core service pages, supporting guides and blog content.

5. Content Strategy & Wireframing

   For key pages (such as your homepage, main services and important blog posts), we outline the ideal structure, sections and calls to action.

   We define what each section should achieve and how it contributes to your On-Page SEO goals.

6. Content Creation & Optimisation

   We write or refine your content so that it is detailed, clear and aligned with both search intent and user psychology.

   This is where strong keyword usage, storytelling, proof and clarity all come together.

7. Technical & Design Adjustments

   We implement the necessary changes to your titles, meta descriptions, headings, internal links, schema markup and layout.

   If needed, we also adjust design elements to improve conversion (buttons, forms, spacing, mobile layout).

8. Testing, Measurement & Refinement

   Once changes are live, we monitor rankings, user behaviour and enquiries.

   We then refine your On-Page SEO over time, adding new content and adjusting based on what the data reveals.

This process is collaborative and transparent. You always know what we are doing, why we are doing it,

and how it supports your overall business goals.

Benefits of Choosing Arrow Design for On-Page SEO

There are many agencies that can technically “do” On-Page SEO.

What makes Arrow Design a valuable partner for your business is the combination of development skills, SEO experience and practical, honest communication.

• We build and optimise, not just advise.

  Because we are web developers as well as SEO specialists,

  we can make structural and technical changes directly to your website instead of sending you a long report of tasks to pass on to a third party.

• We are based in Dublin and understand local markets.

  Being located in Sandyford, Dublin 18 means we understand how Irish customers search and decide.

  We regularly work with service businesses, e-commerce stores and professional firms across Ireland.

• We think beyond keywords.

  Our work is influenced by modern behavioural marketing:

  we care about how content feels to read, how offers are framed, and how easy it is to say “yes” to your next step.

• We focus on outcomes, not vanity metrics.

  Higher rankings are useful, but only if they lead to tangible business results.

  We track enquiries, calls and revenue where possible, not just impressions and traffic graphs.

• We prefer long-term partnerships.

  Most of our clients stay with us over years, because we keep their sites running smoothly, updated and continually improving from an On-Page SEO perspective.

When you work with Arrow Design, your On-Page SEO is not an isolated service;

it is integrated into your wider website strategy, your business model and your growth plans.

Who Our On-Page SEO Services Are For

Our On-Page SEO services are designed for businesses that want to use their website as a serious growth tool, not just an online brochure.

We regularly help:

• Local service businesses – trades, clinics, salons, maintenance firms and others who rely on local leads.
• Professional services – accountants, legal firms, consultants and agencies that need to build trust and authority.
• E-commerce stores – online shops where ranking individual category and product pages correctly can significantly impact revenue.
• Established companies – businesses with existing websites that are underperforming and need an On-Page SEO overhaul.
• New ventures & start-ups – those who want to build a strong SEO foundation from the very beginning, rather than patching things later.

If you are not sure whether On-Page SEO is your most urgent priority, Arrow Design can quickly review your site

and give honest guidance on what to tackle first.

Example: How Strong On-Page SEO Can Transform a Service Website

To illustrate the power of On-Page SEO, imagine a typical local service business website before and after optimisation.

Before On-Page SEO

• Homepage headline: “Welcome to Our Website”.
• Service page title: “Services”.
• Only a few short paragraphs of vague text.
• No mention of locations, specialisms or typical client outcomes.
• Contact form buried at the bottom of a long page.
• Slow loading images and no mobile consideration.

In this state, the site is effectively invisible.

Search engines struggle to understand what it is about, and visitors struggle to see why they should stay.

After On-Page SEO with Arrow Design

• Homepage headline: clear statement of what the company does and who it serves.
• Each service has its own page with a focused title and URL.
• Detailed, benefit-led copy that uses the same language customers use.
• Clear mentions of service areas and use cases.
• Prominent, low-friction calls to action (“Request a quick quote”, “Book a call”).
• Improved speed, structure and mobile layout.
• Schema markup added for LocalBusiness, WebPage and FAQPage.

The difference is not just theoretical.

With strong On-Page SEO, this kind of site can move from a trickle of unqualified leads to a steady stream of relevant enquiries –

often without increasing advertising spend.

Common On-Page SEO Mistakes (and How We Fix Them)

Over time, we have noticed the same On-Page SEO issues appearing again and again.

Here are some of the most common mistakes we see, along with how Arrow Design addresses them.

• 1. No clear primary keyword per page

  Many sites try to rank one page for dozens of unrelated phrases.

  We fix this by assigning each important page a clear focus and mapping keywords strategically.

• 2. Thin or duplicated content

  Short, generic text does not communicate expertise or value.

  We expand and rewrite content to be more in-depth, unique and aligned with your brand voice.

• 3. Weak or missing meta tags

  “Home” or “Services” as a title tag does not help anyone.

  We craft targeted, benefit-driven titles and descriptions that improve both relevance and click-through rates.

• 4. No internal linking strategy

  Important pages are often buried or isolated.

  We create internal link paths that highlight key services and guide users through a logical journey.

• 5. Ignoring user behaviour

  Walls of text, tiny fonts and confusing layouts push people away.

  We design for clarity and ease, using headings, spacing and calls to action that support your On-Page SEO goals.

• 6. No schema markup

  Even when FAQs and rich content exist, they are often left unstructured.

  We implement LocalBusiness, WebPage, Article and FAQPage schema where appropriate to reinforce your relevance.

Fixing these issues can dramatically improve the performance of your existing pages before you even create anything new.

What to Measure: On-Page SEO KPIs & Metrics That Matter

If you cannot measure it, you cannot improve it.

For On-Page SEO, we focus on metrics that reflect both search performance and user behaviour.

• Impressions: How often your pages appear in search results for relevant queries.
• Click-through rate (CTR): How many people click your result when they see it, influenced by titles and meta descriptions.
• Average position: Where your pages rank for key terms over time.
• Time on page & scroll depth: Whether visitors are engaging with your content or bouncing quickly.
• Conversion rate: How many visitors complete the desired action (enquiry, call, purchase).
• Number of ranking keywords per page: Whether you are building topical authority, not just chasing a single phrase.

Arrow Design can help you set up and interpret these metrics, so your On-Page SEO decisions are based on data

rather than guesswork or vanity numbers.

DIY On-Page SEO vs Hiring an Agency

Some elements of On-Page SEO can be handled in-house, especially if you enjoy writing and are comfortable with basic website editing.

However, there are trade-offs to consider.

DIY On-Page SEO – Pros

• Lower immediate cost.
• You stay close to your brand message and tone.
• Good for small updates, blog posts and minor tweaks.

DIY On-Page SEO – Cons

• Steep learning curve for keyword research, technical implementation and schema.
• Harder to stay consistent across dozens of pages.
• Easy to focus on the wrong metrics or outdated tactics.

Working with Arrow Design – Pros

• Access to SEO, copywriting, design and development in one place.
• Faster implementation and fewer technical roadblocks.
• Data-informed strategy backed by experience with Irish businesses.
• Ongoing maintenance and refinement instead of one-off fixes.

In many cases, the best approach is a blend: your team provides subject-matter expertise and insight into your customers,

while Arrow Design handles the On-Page SEO strategy, structure and TEXT MISSING