Content that ranks. Copy that converts. One person who does both.
Hello there! I’m Chantal, your favourite Canadian freelance content writer, SEO specialist, and web designer based in Ontario. For over 17 years I’ve helped small businesses, eCommerce brands, and entrepreneurs show up online, produce the right things, and turn visitors into customers.
Think of me as 10 positions wrapped into one. One person to manage, one person who understands it all, one person who runs it from start to finish. From strategy to technical SEO, implementation and beyond, I’ve got you covered.
my services
Technical SEO & Site Architecture
Great content on a broken site is a very expensive secret. Before anything ranks, Google has to be able to crawl it, understand it, and trust it and that comes down to how your site is actually built underneath the design.
This is the work I’ve been doing for more than seventeen years: audits that find what’s quietly costing you traffic, structured data that tells search engines exactly what they’re looking at, migrations and redirects that don’t torch your rankings, and site architecture that holds up when you add fifty pages or ten locations.
The deliverable is a prioritized audit coverign what’s broken, what it’s costing you, and the order to fix it in, written so you or your developer (or me) can actually act on it. I’ll work alongside your dev team if you have one, hand off specs clean enough that any competent developer can implement them, or do all of the implementations myself.
Technical SEO Audits
Find out what’s actually stopping your site from ranking.
I crawl your site the way Google does and find the problems you can’t see from the front end. Pages that never got indexed, load times dragging down your mobile rankings, internal links pointing at dead ends, three versions of the same page competing against each other. You get a prioritized list, not a ninety-page document of every flaw on the site. The top few fixes are usually where most of your missing traffic is sitting.
I’ve been doing technical audits for 17 years across WordPress, Elementor, Shopify and Squarespace, so I know where each platform tends to break and what’s worth your money to fix. Every recommendation comes with what it’s costing you and what it takes to sort it out.
This is a good fit if:
- Your traffic dropped and nobody can tell you why
- Someone sent you an audit full of red flags you can’t decode
- You’ve been investing in content and seeing nothing back
- You want to improve your rankings and don’t know where to start
eCommerce & Shopify SEO
Product pages built to be found, not just built.
Online stores break in specific ways. Variants generating dozens of near-identical URLs, collection pages with no reason to exist, filters spawning thousands of crawlable combinations, product descriptions pulled straight from the manufacturer and duplicated across every retailer selling the same thing. I sort out the architecture, get product and review schema running properly, and make sure the pages people actually buy from are the ones getting crawled.
I run my own Shopify store alongside my consulting work, so this isn’t theoretical for me. I’ve made most of these mistakes with my own inventory and my own money, which is a faster education than any client project.
This is a good fit if:
- Your product pages aren’t ranking and you don’t know which ones should
- Your store has grown past a couple of hundred SKUs and search results have got messy
- You’re on Shopify and relying on whatever SEO your theme came with
AI Search Visibility
Getting recommended when someone asks ChatGPT instead of Google.
A growing share of searches never reach a results page. Someone asks an AI assistant for the best option in their city and gets three names back, and if you’re not one of them, you never even had the chance to compete. Being cited comes down to whether machines can identify what you are, what you do, and whether you’re credible enough to repeat.
That’s structured data, clear entity signals, content that answers questions directly, and the credibility markers Google has been rewarding for years. I’ve been building that foundation into sites since long before anyone called it AI visibility, which is why most of the work here isn’t new. It’s the technical work done properly, pointed at a new surface.
This is a good fit if:
- You’ve noticed traffic dropping while your rankings held steady
- Competitors are getting named in AI answers and you aren’t
- You want to be positioned for this before it becomes the default way people search
Local SEO Architecture
Show up in every city you serve, not just the one you’re based in.
If you work across multiple locations, each one needs its own page, and those pages have to be genuinely different or Google reads them as duplicates and ranks none of them. I plan the whole structure: which cities earn a page, what goes on each, how they link to each other and back to your core services, and how schema and your Google Business Profile back it all up.
I’ve built this out for service businesses covering everything from a handful of neighbouring towns to dozens of cities. The work is in making each page worth landing on, which is the part most location pages skip entirely.
This is a good fit if:
- You serve multiple cities but only rank in one
- You’ve got location pages that are the same text with the city name swapped out
- You’re expanding into new areas and want the pages built right the first time
Site Migrations & Redirects
Rebuild your site without losing the rankings you already have.
Migrations are where traffic goes to die, and it’s nearly always the same cause: nobody mapped the old URLs to the new ones before launch. I build the redirect map before anything goes live, audit it the day it does, and monitor indexing through the weeks that follow when problems usually surface.
Handled properly, your rankings move with you and most people never notice anything happened. Handled badly, you spend the next year earning back traffic you already had. I’d rather be involved before the launch than called in after it.
This is a good fit if:
- You’re redesigning, re-platforming, or changing your domain
- You’ve already migrated and your traffic hasn’t recovered
- Your developer is great at building sites but has never handled redirects at scale
Schema & Structured Data
Tell Google exactly what your pages are, so it can show them properly.
Schema is code sitting behind your page that spells things out for search engines. This is a product. It costs $40. This business is in Kitchener and closes at six. This article was written by someone with real credentials. Get it right and you become eligible for the results that take up more room on the page: star ratings, FAQ dropdowns, pricing, opening hours.
I write the JSON-LD, validate it against Google’s requirements, and either implement it myself or hand your developer something clean enough to drop straight in. No plugins bolted on top of plugins, no half-built markup throwing errors in Search Console six months later.
This is a good fit if:
- Your competitors have star ratings and FAQ dropdowns in search and you don’t
- You’re on Shopify or WordPress and the schema your theme generates is a mess
- You run a local business, an eCommerce store, or publish content where credibility matters
Content Creation & Growth Execution
Copy that earns its place on page one
Strategy only matters if something actually gets made. This is the part where I roll up my sleeves; writing, designing, optimizing, and building the content that puts your brand in front of the right people and keeps them there.
I write blog posts, website copy, and long-form content that’s built to rank and actually worth reading once it gets there. Every piece is researched, strategically structured, and written for real humans, not just search engines.
Good for you if: your site is quiet, your blog hasn’t been touched in months, or you’ve been told you “need more content” but aren’t sure what that means.
SEo Article Writing
Blog content that ranks on Google and is worth reading when it gets there.
Every article I write is built around real keyword research, structured for search, and written in your brand voice (not templated, not stuffed with keywords, not obviously AI-generated). I write the kind of content that earns traffic over time and positions you as someone worth listening to in your space.
I’ve been writing SEO content for 17 years, across B2B, eCommerce, wellness, lifestyle, finance, and more. I know how to make a topic interesting even when it isn’t, and how to write something that both Google and your readers actually want.
This is a good fit if:
- Your site isn’t showing up in search
- You have a blog but haven’t touched it in months
- You want content that keeps working after it’s published
Content Refresh & Optimization
The fastest traffic wins are usually sitting in content you’ve already published.
Most sites are quietly holding pages that rank at position eleven or twelve, close enough that almost nobody clicks. Those pages don’t need replacing. They need better structure, updated information, stronger internal links, and a real answer to what the person was actually searching for. I find them, work out which ones are worth the effort, and rewrite them.
It’s cheaper than commissioning new content and it works considerably faster, because Google already knows the page exists and has already decided it’s roughly relevant. On most sites I audit, refreshing twenty existing posts beats publishing twenty new ones.
This is a good fit if:
- You’ve published a lot over the years and can’t tell what’s working
- Your traffic has slowly declined without anything obvious going wrong
- You want results this quarter rather than next year
Website copy
The words on your website are doing a job and most of the time, they’re not doing it very well.
I write homepage copy, service pages, about pages, and landing pages that are clear, specific, and written for the person you actually want to hire you. No filler. No vague “we help businesses grow” language. Just copy that says what you do, who it’s for, and why someone should reach out.
Good website copy and good SEO aren’t separate things. I write with both in mind, so the words that convert visitors also help you rank.
This is a good fit if:
- Your homepage doesn’t quite capture what you actually do
- You’ve been meaning to rewrite your site for a while
- You want copy that sounds like you — not a template
Strategy & Brand Foundations
Your brand is more than your logo. It’s the way you sound in an email, the words on your homepage, the feeling someone gets after they’ve spent five minutes on your site.
I help you nail down your voice, your positioning, and the core messaging that makes your brand feel consistent, whether someone finds you on Instagram, Google, or a referral from a friend.
The deliverable is a brand messaging guide you can actually use: your tone of voice, key brand statements, audience clarity, and the language that sets you apart from everyone else doing what you do.
Content Strategy
You don’t need more content. You need a plan for the content you’re creating.
A content strategy maps out what to publish, where to publish it, and how it connects to your actual business goals — whether that’s more traffic, more leads, or more trust with the people already finding you.
I look at where you are now, where you want to be, and build a focused roadmap to get there. That includes keyword opportunities, content gaps, topic pillars, and a realistic publishing plan that you can actually stick to.
This is a good fit if:
- You’ve been creating content but it doesn’t seem to be going anywhere
- You’re not sure what to write or how often
- You want your content to do something, not just exist
Brand Development
Your brand is more than your logo. It’s the way you sound in an email, the words on your homepage, the feeling someone gets after they’ve spent five minutes on your site.
I help you nail down your voice, your positioning, and the core messaging that makes your brand feel consistent — whether someone finds you on Instagram, Google, or a referral from a friend.
The deliverable is a brand messaging guide you can actually use: your tone of voice, key brand statements, audience clarity, and the language that sets you apart from everyone else doing what you do.
This is a good fit if:
- Your messaging feels scattered or inconsistent across platforms
- You’re rebranding or launching something new
- You know what you do but struggle to explain it clearly to the right people
Content marketing
Content marketing is what happens when your writing, your SEO, your social media, and your brand all work together instead of pulling in different directions.
It’s a long game — and that’s exactly why it works. Done well, it builds an audience that trusts you, a website that keeps growing, and a brand people recommend without being asked.
I handle the strategy and the execution, so you’re not left trying to connect the dots between a blog post, a Google ranking, and a social caption. It all connects — because I’m building it that way from the start.
This is a good fit if:
- You want sustainable, long-term growth online
- You’re tired of piecing together different freelancers for different things
- You want one person who sees the full picture
Social media marketing
Showing up consistently on social is one of those things that sounds simple until you’re actually doing it every week.
I create social media content that sounds like you, stays on-brand, and gives your audience a reason to pay attention without you having to think about it every time you open the app. I work across Instagram, LinkedIn, and Facebook, and I can handle everything from captions to content calendars to full monthly packages.
Social media works best when it’s connected to the rest of your content; your blog, your brand messaging, and your website. Because I handle all of that, your social presence actually fits with everything else instead of living in its own silo.
This is a good fit if:
- You’re inconsistent on social because you run out of ideas (or time)
- Your content doesn’t feel like it represents your brand well
- You want someone to take it off your plate entirely
Web design
A site that works as hard as you do
I design clean, conversion-focused websites that are easy to navigate, easy to update, and built around what your visitors actually need to know. No bloated templates. No design-for-design’s-sake. Just a site that makes people want to stay and reach out.
Good for you if: your current site embarrasses you a little, doesn’t reflect where your brand is now, or you’ve been meaning to “redo it” for two years.
What’s included:
- Full website design & build (WordPress, Shopify)
- Landing page design
- Website redesigns & refreshes
- UX, layout & messaging structure
Keyword Research & Intent Mapping
Know what your buyers are typing before you write a word.
Keyword research isn’t a spreadsheet of high-volume terms. Volume without intent just brings you traffic that bounces. I work out what your buyers actually search at each stage, from the vague problem-shaped questions right through to the ones where someone has their card out, then sort those queries by what the person wants and map each one to a page that exists or a page that needs to.
After 17 years I can usually tell within an afternoon which terms you have a real shot at and which ones you’d spend two years losing to a national brand. That’s most of the value here. Knowing what to ignore saves more money than knowing what to chase.
This is a good fit if:
- You’re about to invest in content and want it aimed at the right things
- You rank for things that bring traffic but never enquiries
- You’ve got a keyword list from a tool and no idea what to do with it
Competitor Audits
Find out exactly why they’re outranking you.
I take the three or four sites beating you in search and pull them apart. What they rank for that you don’t, how their site is structured, how deep their content goes, what schema they’re running, who links to them and why. You get a plain-English explanation of the gap and a list of what would actually close it.
The most useful part is usually what they’re not doing. Nearly every industry has a set of searches that nobody has bothered to answer properly, and those are the ones you can take quickly instead of grinding away at the term everyone’s fighting over.
This is a good fit if:
- One competitor seems to own every search you care about
- You’re getting outranked by businesses smaller than yours
- You’re moving into a new city or market and want to know what you’re walking into
Ongoing SEO Management
Search isn’t a project you finish.
Rankings move. Google updates. Competitors publish. Your developer pushes a change that quietly blocks a section of the site from being crawled and nobody notices for three months. Ongoing management means someone is actually watching: monitoring Search Console, catching problems while they’re still cheap, tracking what’s climbing and what’s slipping, and deciding each month where the effort goes.
I run my own site this way and have for years, which is a different discipline from consulting on it. Every recommendation I make to a client is something I’ve already had to live with the consequences of on my own platform.
This is a good fit if:
- You’ve had an audit done and want someone to keep it from happening again
- You don’t have anyone in-house who owns search
- You want a plan that adapts each quarter instead of a fixed scope
Reporting & Measurement
Reports that tell you what changed, why it changed, and what it’s worth.
Proper GA4 and Search Console setup, conversion tracking that connects search performance to actual enquiries and sales, and a monthly report written in sentences rather than exported as a chart. If a number moved, you’ll know what moved it. If something I tried didn’t work, that’s in there too.
I work exclusively in organic search. I don’t sell ads and I don’t take a percentage of media spend, so there’s nothing in it for me to blur the line between traffic you paid for and traffic you earned.
This is a good fit if:
- Your current reports show rankings but never revenue
- You’re not confident your analytics are even tracking correctly
- You need to justify SEO spend to someone who doesn’t care about SEO
SEO Consulting & Training
Sometimes you don’t need a project. You need an hour with someone who knows.
Not every question needs a full engagement. This is for the strategy call before you commit budget, the second opinion on an agency proposal you’re not sure about, the walkthrough of your Search Console with someone who can tell you what’s worth worrying about. I’ll also train your in-house team so they stop making the same three mistakes on every page they publish.
It’s also the easiest way to find out whether we work well together before either of us commits to anything bigger.
This is a good fit if:
- You’ve got an agency and want an independent read on what they’re telling you
- Someone on your team owns SEO but has never been properly taught it
- You want a direction before you spend anything
My Process
Clarify
Everything starts with understanding your business and not just what you do, but why people choose you, who you’re trying to reach, and what’s actually getting in the way right now. I ask a lot of questions in this stage. The more I know going in, the less we’re guessing later.
Build
Once I understand where you are and where you want to go, I put together a focused plan. That might be a content roadmap, a site structure, a messaging guide, or all three. Either way, nothing gets created until we both know what we’re building and why.
Design
This is where it gets made. Writing, designing, optimizing; I handle the execution so you don’t have to manage a team of freelancers or explain your brand five different times. Every deliverable is built to work with the rest of your strategy, not just tick a box.
Optimize
Good content keeps working after it’s published, if you’re paying attention to it. I track what’s landing, adjust what isn’t, and look for ways to build on what’s already working. The goal isn’t a one-time project. It’s a presence that gets stronger over time.
Featured Work
Website Redesign
B2B Website Redesign & Copywriting
SP Sales Canada required a rebuild from scratch. That meant restructuring the navigation, rewriting all the copy, and redesigning the service pages so their offerings were immediately clear to the right kind of buyer. The new site speaks directly to B2B decision-makers; it’s professional, easy to move through, and gives visitors a clear reason to reach out. SEO optimization was built in throughout, so the site doesn’t just look better; it has a better chance of being found.
Website Design
eCommerce Website Redesign & SEO Copy
There’s an obvious irony in an anxiety brand having a stressful website. The old Anxiety Gone site was cluttered, hard to navigate, and created exactly the kind of overwhelm their products are designed to help with.
I redesigned the whole thing from scratch. The new site is calmer, cleaner, and a lot easier to shop, with a restructured navigation that makes product discovery actually intuitive. I rewrote all the copy and product descriptions to match the brand’s supportive, reassuring tone, and added SEO meta titles and descriptions throughout so the right people can find them in the first place. The result is a site that finally feels like the brand it’s supposed to represent.
Website Design
Business Website Redesign & Copywriting
Cores Solutions’ required a rebuild from scratch. The new structure makes it easy to understand what they do and who it’s for without having to read everything twice. I rewrote all the copy to cut the jargon and speak plainly to the people they’re actually trying to reach, restructured the navigation so the most important services are easy to find, and built in SEO optimization throughout. The result is a site that finally does what a consulting firm’s website should; build confidence before the first conversation even happens.
Content Writing
Content Strategy, SEO Writing & Copywriting
For a wellness brand built around trust, I built the strategy from the ground up and handled the execution across every channel to bridge the gap between content and results. That meant a full content strategy and editorial plan, long-form SEO blog articles written in the brand’s warm, supportive tone, product page copy that actually sells, email content, and social media. Everything was written with two things in mind: ranking for the right searches, and sounding like a brand that genuinely understands what their customers are going through.
Website Design
Interior Design Website Redesign with SEO
Interior design is a visual business and this one required a rebuild from scratch. The redesign leads with the work: a clean, well-structured portfolio and gallery section that lets the projects speak for themselves. I rewrote all the copy to clearly communicate her services and style, restructured the navigation so visitors can find what they need without hunting, and wove SEO optimization throughout so the right clients can find her in the first place. The result is a site that finally looks as polished as the spaces she designs.
Featured Clients
Ready to Make Your Brand Come to Life?
I'm Available for Hire or Freelance Get a Free QuoteMy PortfolioAbout Me
Hi, I’m Chantal. I’ve been doing this for 17 years and I still love it.
I started writing online back when “content marketing” wasn’t really a phrase yet. What began as a love for writing turned into SEO, which turned into brand strategy, which eventually pulled me into web design because I kept running into the same problem: great copy on a bad website just doesn’t work. Neither does a beautiful site with nothing worth reading on it.
So I learned to do both. Now I work with small businesses, eCommerce brands, startups, and solopreneurs across Canada who want their online presence to actually do something: bring in traffic, make the right impression, and turn visitors into people who reach out.
I’m not an agency. You work with me directly, which means nothing gets lost in translation and the work reflects your brand, not a committee’s interpretation of it.
- Technical SEO
- SEO Content Strategy & Writing
- Web Design
- Ongoing SEO Management
Years of Experience
Independent Projects
Happy Customers
Experience
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17+ years writing SEO content, website copy, and brand messaging for businesses across B2B, B2C, and eCommerce and hundreds of clients, countless industries
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Designed and rebuilt websites for clients ranging from solo coaches to established Canadian companies, with a focus on clear messaging and conversions
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Led high-volume SEO content teams while keeping editorial quality consistent at scale
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Full-service approach spanning content strategy, copywriting, web design, SEO, branding, and social media
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Built and scaled an eCommerce brand from scratch, handling content, SEO, UX, and digital marketing without a team
Certifications
Formally trained in digital marketing across search, social, and analytics. These certifications gave me the foundation, with 17 years of client work built everything on top of it.
- Basics of Marketing with Social Media — IT-Learning
- Google Analytics — IT-Learning
- Marketing with Google and YouTube — IT-Learning
- Pinterest Marketing — IT-Learning
- Reddit Marketing — IT-Learning
- Facebook Marketing 101 & 202 — IT-Learning
Recognition
- Award-nominated writer
- Published author
It’s my great pleasure to recommend Chantal McCulligh to anyone looking for a talented writer or content specialist. Chantal and I have been working together since 2017, with her being my content provider for 12 websites. Even after all these years, her writing skills and talent continue to impress me each and every time. Her creative writing skills and expertise in creating articles from scratch always meet my expectations and wows me. Her writing style and tone feel as if I’m reading from a magazine or an article piece by some major publication. She has helped deliver impeccable and detailed product reviews and articles, touching on a vast array of different subjects. Chantal has an incredible ability to adapt her style and tone to fit whatever requirements are needed. She always meets my expectations and even overdelivers with excellence. She always delivers the articles in time and whenever there is an urgent order, she would be sure to deliver it promptly.
Working with Chantal was fantastic! She was so professional and I learned a ton of information. She has extensive knowledge in her field and is able to teach others in a way that is easy to learn. Chantal designed and set up my website for me so that I can sell my book, speaking and coaching services. For me, this was all too technical and I had no idea where to begin. Chantal helped me along the way to understand everything clearly and she empowered me to be able to do things on my own which is exactly what I wanted. She even went above and beyond to create short videos to teach me how to do certain tasks. She has also taught me so much about social media and using it to my advantage to help promote my business. If you or anyone you know needs help promoting their business online with social media or a website, or selling products online, I would highly recommend Chantal McCulligh! Thanks for all your help Chantal!!
I “met” Chantal back in 2010. I had just returned from a year long trip around the globe and was struggling to find work. I had a bit of print writing experience, but was very green when it came to the world of writing online. Chantal took me under her wing and taught me everything from SEO, to finding high paying niches to everything else that was required to run a successful blog. I launched a blog of my own, and was able to land a significant number of clients over the years. I was able to collaborate with other bloggers, build relationships with well-known brands, snag a number of sponsored partnerships and make enough money to steer clear of a 9-5, all with the knowledge Chantal imparted to me. Chantal is an excellent motivator, a natural born entrepreneur, and a fountain of knowledge when it comes to the world of blogging and online publishing. Admittedly, I’ve been out of the online writing game for some time (motherhood), but am returning and very much look forward to working with Chantal again!
