SEO Basics: What Purpose-Driven Brands Need to Know

SEO

Apr 1

If you’re a wellness provider or nonprofit leader building a website, you’ve probably been told you should care about SEO. But between client care, community impact, and the daily to-do list, learning SEO can feel like one more overwhelming task. Here’s the good news:

“SEO doesn’t have to be complicated and you don’t need to master it overnight to start seeing results.”

With just a few simple adjustments, you can help more of the right people find your site, understand your mission, and connect with your work.

Let’s break it down.

When using keywords, think like the people you serve

Keywords are the words and phrases your ideal clients, patients, donors, or community members type into Google. They’re not searching for “integrative wellness solutions for somatic realignment” or “501(c)(3) trauma-informed intervention framework.” They’re searching things like:

“affordable therapy near me”
“nonprofit after-school program in [city]”
“grief counselor for moms”
“how to donate to [cause]”

To improve SEO, your website should reflect the real language your audience is using.

Try this:
Brainstorm 5–10 simple, specific phrases someone might use to find you. Then naturally weave those into your homepage, page titles, headlines, and main content.

In Squarespace, make sure your page SEO titles and descriptions are clear and not just auto-generated. Every word counts.

Page titles and descriptions matter (more than you think)

Each page on your site needs a unique title and meta description as this is what shows up on Google when someone sees your link.

In your Squarespace site:
Go to Pages → Settings → SEO and fill in both fields.

Page Title: “Mental Health Support for Teens | [Your Brand Name]”
Meta Description: “A nonprofit offering free therapy and group support for teens in the Madison area. Reach out today to learn more.”

Think clarity over cleverness. If people know what to expect, they’re more likely to click.

Image SEO is your quiet superpower

Images are easy to drop into Squarespace—but if you’re skipping alt text, you’re missing a big opportunity for both accessibility and search visibility.

Alt text tells Google (and screen readers) what your image is about. It’s also another place to naturally include keywords.

How to do it:
When uploading an image in Squarespace, go to Settings → Filename or Alt Text and describe what’s pictured in a clear, specific way.

Example:
“Nutritionist leading a community workshop on meal planning”
“Volunteers planting trees in downtown Springfield”

Site speed + mobile friendliness = trust

Search engines prioritize user experience—and so do the people visiting your site. Our Squarespace templates are designed to be fast and mobile-friendly from the start, but you can help keep them that way:

Keep image files under 1 MB
Avoid cluttered layouts or flashing banners
Check your site on your phone to see how it loads and flows

If your site feels easy, light, and intuitive, visitors will stay longer—and search engines will notice.

Content is still powerful

You don’t need to blog every week, but fresh, useful content helps your SEO grow over time.

For wellness providers, that might be:

“How to Start Therapy as a First-Time Client”
“What to Expect in Your First Reiki Session”

For nonprofits, that might be:

“How We’re Supporting Local Youth in 2024”
“3 Ways to Get Involved This Month”

Every post is another chance to connect, inform, and strengthen your online presence—one helpful article at a time.

Small efforts go a long way

You don't need to be an SEO expert to build a website that is easily searchable. With just a few small adjustments, clear language, thoughtful titles, optimized images, and simple content, you can create a site that feels good to visit and good to search engines.

Start small, stay consistent, and trust the site you’re building.

Want a shortcut? Try a template designed with intention (and color harmony) already built in. Visit the Template Shop.