Does your website focus on SEO keywords or a compelling hero message?

Hi all,

I'm curious to hear from other business owners about the copy on their website.

• Are you strictly focused on having headers and titles on your webpages that are SEO strong/that relate to what people would be searching?
  • For example, "Best plumber in Miami"
• Or are do you use hero messages about what you're actually solving / the outcome / trust
  • For example, "Plumbing problems are stressful. We make fixing them easy."

Has anyone A/B tested headlines like these?

Which are more successful?

My website is set up like the first bullet point, but I feel like I should lean more into the hero messages.

Thoughts?

Thanks in advance!

Sarah