Give every page one job and one honest title

A page that tries to be the homepage, the shop, the story and the contact form all at once is hard for a person to follow and hard for a search engine to place. It is found for nothing in particular because it is about nothing in particular.

The fix is dull and it works. Give each page one job. A page about your commissions is about commissions. A page about a single collection is about that collection. When the job is clear, the words on the page line up behind it on their own, and that is exactly what a search engine is reading for.

Then give the page an honest title - the line that shows in the browser tab and as the headline in a search result. "Stoneware mugs, made to order in Leeds" tells a person and a robot what they will find. "Welcome" tells them nothing.

One page, one job, one plain title. Do that across a small site and the whole thing becomes easier to find.