SEO in Charm City: A Guide to Attracting More Baltimore Customers

Whether you're slinging crab cakes in Canton, running a cozy law office in Towson, or selling handmade jewelry in Hampden, one thing’s for sure: if your customers can’t find you online, you’re missing out.

That’s where local SEO comes in!

Local search engine optimization helps your business show up when folks are Googling “best steamed buns near me” or “vintage shops in Mount Vernon.”

This little guide will walk you through how to make your content pop in search results and charm local customers.

1. Use Baltimore-Specific Keywords (Don’t Be Shy—Name Drop the Neighborhoods!)

Keywords are the bread and butter of local SEO. But it’s not just about saying “Baltimore” a bunch of times. You need to weave those phrases in naturally, as if you’re having a conversation with a friend.

Hot tip:
Target long-tail keywords with serious local flavor. Think:
“Best seafood restaurant in Inner Harbor”
“Baltimore home remodeling services in Roland Park”
“Dog-friendly cafes in Canton”

2. Optimize Your Google Business Profile (GBP) Like a Pro

Your Google Business Profile is like your storefront on the web, and it can make or break how easily people find you.

Hot tip:

• Add fresh photos

• Respond to reviews

• Post updates about specials, events, or weather closures

This isn’t a “set it and forget it” situation. Google loves an active profile.

3. Write Blog Posts That Baltimoreans Actually Want to Read

Your blog shouldn’t just be a dusty section with generic posts. Make it local, timely, and fun! When you write about Charm City, both people and search engines pay attention.

Hot tip:
Create posts like:
“Top Things to Do in Baltimore This Spring”
“Best Dog-Friendly Spots in Charles Village”
“Where to Find the Fluffiest Donuts in Baltimore (Yes, We Tried Them All)”

This is also a great way to establish your voice, share your expertise, and show Google that your business is part of the city, not just in it.

4. Mention Landmarks and Neighborhoods (Let’s Get Hyper-Local)

Saying “our boutique” is fine, but saying “our boutique in Hampden, just around the corner from The Charmery” is so much better. It helps Google place you on the map—and lets customers know you’re right in their backyard.

Hot tip:
Swap vague phrases like “our shop” or “our location” for hyper-local gems:

• “Our plant shop in Remington near R. House”

• “Our salon on Light Street across from the Inner Harbor marina”

Every little location detail boosts your visibility.

5. Build Local Backlinks (Team Up with Other Baltimore Favorites)

When other Baltimore-based sites link to yours, it tells Google, “Hey, this business is legit and local.”

Hot tip:
Reach out to:
Local food and lifestyle bloggers
Neighborhood news outlets
Baltimore business directories
Partner businesses (swap guest posts or shoutouts!)

You don’t need to be famous—just be active in the community.

6. Optimize for Mobile & Voice Search (Because Everyone’s on the Go)

“Hey Siri, where’s the best crab cake near me?”

If your website can’t answer that question quickly and clearly, you’re missing potential customers.

Hot tip:

• Use natural, question-style phrases like “Where can I find late-night pizza in Baltimore?”

• Make sure your site looks great and loads fast on phones

• Keep navigation simple and info easy to find

People aren’t just typing—they’re talking to their devices. Be the answer they hear.

Let’s Make Baltimore Fall in Love with Your Business

Local SEO isn’t just a checklist. It’s how Baltimore gets to know you. From keywords to blogs, Google profiles to backlinks, every little piece of local flavor makes your content more findable, clickable, and lovable.

And hey, if writing all this sounds a little overwhelming… you don’t have to do it alone.

Need a hand crafting charming, search-optimized content that gets Baltimore talking?
Let’s work together to give your business the visibility it deserves. I specialize in writing fun, effective, and local-friendly copy that helps your brand shine.

Get in touch today because your business is too awesome to stay hidden.

Common Copywriting Mistakes That Could Be Hurting Your Baltimore Business

Your business’s website, social media, and marketing materials rely on strong copy to attract and convert customers.

But poorly written copy? It can confuse your audience, weaken your brand, and ultimately cost you sales.

Whether you run a Fells Point boutique, a Hampden café, or a service-based business in Mount Vernon, your words matter. In this post, we’ll highlight common copywriting mistakes—and how Baltimore businesses can fix them to boost engagement, build trust, and drive real results.

1. Being Too Generic Instead of Localizing Your Message

Baltimore audiences respond to content that feels personal and rooted in the local vibe. Generic copy gets lost in the noise.

Example: Visit Baltimore doesn’t just say, “Come see the city.” Their website highlights specific neighborhoods like Federal Hill and Station North, giving visitors a real sense of place.

Fix: Replace vague copy like “Visit our café for the best coffee” with something more grounded:
🡒 “Sip locally roasted coffee at our cozy Hampden café—just steps from The Avenue.”

2. Overloading Content with Jargon or Corporate Speak

Overly formal language or industry buzzwords can feel cold or confusing. Your copy should sound like a real human, not a corporate brochure.

Example: Ekiben—their authentic tone makes their brand unforgettable. Their menu descriptions are bold, simple, and fun.

Fix: Instead of saying,
🡒 “We offer superior, top-tier consulting solutions,”
say,
🡒 “We help Baltimore businesses grow with practical advice and real results.”

3. Weak or Missing Calls-to-Action (CTAs)

Your audience needs a nudge. Without a clear CTA, potential customers may simply scroll away.

Example: The Baltimore Symphony Orchestra website nails this with strong, specific CTAs like “Get Your Tickets” or “Subscribe Now.”

Fix: Upgrade generic CTAs like “Learn More” to action-driven ones:
🡒 “Book Your Table at Our Fells Point Restaurant Today.”
🡒 “Sign Up for Our Canton Fitness Challenge.”

4. Ignoring SEO and Local Keywords

If your copy isn’t optimized for search engines—and local terms—you’re missing out on customers who are already looking for you.

Example: The Charmery uses keywords like “Baltimore’s best ice cream” to boost their visibility in search results.

Fix: Instead of saying,
🡒 “We sell handcrafted candles,”
try,
🡒 “Shop our hand-poured soy candles made right here in Baltimore.”

5. Failing to Showcase Personality & Brand Voice

A bland or inconsistent tone can make your brand fade into the background. Your voice should reflect who you are and resonate with your audience.

Fix: Identify 3–5 words that describe your brand—maybe bold, welcoming, quirky, local, reliable—and weave them into every piece of copy, from your homepage to your Instagram captions.

6. Not Addressing Customer Pain Points

Your customers care less about features—and more about how your product or service solves their problems.

Example: Charm City Run doesn’t just sell athletic gear. They focus on helping Baltimore runners find shoes that prevent injury and improve performance.

Fix: Instead of,
🡒 “We sell running shoes,”
say,
🡒 “Find the perfect shoes to train for the Baltimore 10-Miler—without the blisters.”

Ready to Elevate Your Brand Voice?

Strong, strategic copywriting can make a world of difference—especially when it’s rooted in the unique charm of Baltimore. By avoiding these common mistakes, your business can craft content that connects with your audience, strengthens your brand, and boosts sales.

Need help crafting powerful, authentic copy that speaks to your Baltimore audience? Let’s create content that reflects your values—and gets results.

Reach out today to get started.

Call-to-Action Copywriting: How to Get More Clicks, Calls, and Conversions

If you're a local business owner looking to grow in Charm City, strong Call-to-Action (CTA) copywriting could be your secret weapon. Whether you're after more bookings, purchases, or newsletter sign-ups, a powerful CTA can help turn website visitors into paying customers.

In this guide, we’ll explore how successful Baltimore businesses use smart CTA strategies—and how you can apply these Baltimore marketing tips to boost engagement and conversions.

1. Make Your CTA Clear and Action-Oriented

One of the most effective conversion optimization tips for Baltimore businesses is to make your CTAs easy to understand and act on. A strong CTA tells customers exactly what to do and highlights what they’ll gain.

Example: The Baltimore Museum of Art uses specific CTAs like “Reserve Your Free Ticket” instead of something vague like “Learn More.” This creates clarity and motivation in just a few words.

Local SEO Tip: Use action-driven phrases that reflect your industry and goals:

• “Book Your Table Now” (restaurants)

• “Schedule a Free Consultation” (local law firms)

• “Shop Our New Collection” (retail stores)

2. Create a Sense of Urgency

Adding urgency to your CTA is a tried-and-true Baltimore digital marketing tactic. It encourages visitors to act right away rather than putting it off.

Example: Charm City Run motivates runners with phrases like “Register Before Prices Increase,” helping them fill race spots quickly.

Local SEO Tip: Try CTAs that push people to act fast:

• “Limited Spots Available in Baltimore”

• “Only a Few Left—Order Today!”

• “Offer Ends Soon—Don’t Miss Out”

3. Highlight a Compelling Benefit

To boost website conversions, don’t just tell users what to do—tell them why. Emphasizing the value or outcome of the action makes your CTA more persuasive.

Example: Taharka Brothers Ice Cream uses the CTA “Get Ice Cream Delivered to Your Door.” It’s not just a transaction—it’s an experience, which speaks to convenience.

Local SEO Tip: Replace generic CTAs with value-packed ones:

• Instead of “Sign Up for Our Newsletter,” try “Get Exclusive Baltimore Deals & Events in Your Inbox”

4. Make Your CTA Visually Stand Out

Even the best copy won’t work if no one sees it. A visually striking CTA can dramatically improve your Baltimore small business website’s performance.

Example: A brewery grabs attention with bold, high-contrast buttons like “See What’s on Tap,” making it easy and inviting to click.

Local SEO Tip: Optimize for visibility:

• Use contrasting colors that fit your brand

• Include large, clickable buttons

• Add white space to draw focus to your CTA

5. Personalize Your CTA for Your Baltimore Audience

Baltimore customers want to feel like your business sees them. Personalized CTAs that reference local pride, culture, or needs perform better across the board.

Example: Visit Baltimore uses phrases like “Plan Your Perfect Baltimore Getaway,” making it feel custom-made for tourists and locals alike.

Local SEO Tip: Use CTAs that reflect your Baltimore roots:

• “Join Baltimore’s Most Supportive Fitness Community”

• “Explore the Best Local Eats—Start Your Food Tour Now”

• “Discover Baltimore-Made Products You'll Love”

Strong CTA copywriting isn’t just a marketing trend—it’s a conversion-driving essential for local businesses in Baltimore. By using action-focused language, urgency, real benefits, eye-catching design, and personal touches, you can turn clicks into customers and browsers into buyers.

Want expert help writing high-converting CTAs for your Baltimore business? Let’s craft the perfect message that gets results—right here in Charm City.

How to Write a Persuasive ‘About Us’ Page That Customers Love

An “About Us” page is more than just a company biography—it’s one of the most powerful ways to connect with potential customers, build trust, and turn casual visitors into loyal buyers. A well-crafted About page isn’t just about listing your history; it’s about storytelling, credibility, and showing why your business matters.

In this guide, we’ll break down how to create an engaging About page that not only tells your story but also persuades and resonates with your audience.

Why Your ‘About Us’ Page Matters

Your About page is a strategic asset that sets you apart from competitors and ultimately can drive conversions. Here’s why it’s so important.

It Builds Trust & Credibility

Customers want to know who they’re buying from and why they should trust you. An About page provides transparency, showcasing your brand’s story and values.

Example: A local bakery that shares its decades-old family recipes instantly feels authentic. Customers can connect with the tradition behind the brand.

It Differentiates Your Business

Your website’s About page provides an opportunity to highlight what makes your company unique. Even in competitive markets, your story and values can set you apart. 

Example: Two breweries offer craft beers in the city, but one might emphasize deep historic roots while the other focuses on pushing boundaries with experimental flavors. These distinct stories may attract different audiences.

It Converts Visitors into Customers

Your website’s About page also creates an emotional connection that motivates visitors to act. Whether it’s supporting a cause, engaging with your brand, or making a purchase, your story can inspire action.

Example: A mission-driven business like Taharka Brothers Ice Cream draws in customers by emphasizing its commitment to social impact, giving people a reason to choose them over competitors.

Key Elements of a Persuasive ‘About Us’ Page

A well-crafted About page isn’t just a list of facts. It’s a compelling story. Here are some elements that make your page engaging and persuasive.

A Strong Opening that Hooks Readers

Your first few sentences should grab attention and make visitors want to read on. A bold statement or a short, engaging anecdote can set the stage for your story.

Example: “It all started in a tiny Fells Point kitchen, where we already knew we were making the best crab cakes in Baltimore.”

Tell Your Story (But Keep It Customer-Focused)

Your origin story is important, but it should be framed to show how it benefits customers. Explain how your background helps or impacts the audience.

Example: “Since 2010, we’ve helped Baltimore fashion lovers find stylish pieces that make them feel confident.”

Highlight Your Company’s Mission & Values

Customers are more likely to support businesses that align with their beliefs. Clearly stating your mission helps build an emotional connection.

Example: “We have made ethical sourcing and local partnerships part of our company’s mission for the last decade.”

Showcase Your Team & Personality

Adding faces to your brand makes it more relatable. People connect with other people, not faceless companies. Featuring your team humanizes your business.

Example: “When Alicia isn’t crafting delicious gin cocktails, you might find her teaching goat yoga.”

End with a Clear Call to Action

Don’t leave visitors wondering what to do next. Your About page should guide readers toward taking action, whether that means shopping for products, filling out a contact page, or simply reading your blog.

Example: “Want to taste the best doughnuts in Baltimore? Visit our shop in Locust Point or order online today.”

Formatting Tips for Maximum Impact

Even the most compelling About page can lose steam if it’s not well-formatted. Clear, visually appealing formatting keeps readers engaged and makes your message impactful.

Keep It Concise

Avoid long-winded paragraphs that overwhelm visitors. People skim web pages, so break up text into short, digestible sections. Every section should serve a purpose. 

Use Engaging Visuals

A wall of text can be intimidating. High-quality images, videos, and infographics make your About page more inviting and visually appealing. Consider adding behind-the-scenes photos of your business or a short video introduction from the founder.

Write in a Conversational Tone

Your About page should sound like a real person talking. A friendly, approachable tone builds strong connections. Imagine that you’re explaining your business to a friend. Keep it natural!

---

Your About Us page could become a key element in your brand’s success. The most effective pages combine storytelling, authenticity, and clear calls to action. Use your unique journey, mission, and personality to make your page stand out. 

Need help crafting the perfect About page? Let’s chat!

I can help you create an About page that truly represents your business.

How Baltimore Businesses Can Use Narrative to Connect with Customers

Baltimore is a city of stories. From historic Fells Point to the murals of Station North, every corner has a tale to tell. In business, storytelling isn’t just about marketing—it’s about forming genuine connections with customers. A strong narrative can make a brand more relatable, memorable, and trusted.

Why Storytelling Matters in Business

1. It Makes Your Brand Memorable

People may forget what you sell, but they’ll remember how your story made them feel. A compelling narrative helps customers form an emotional connection to your business.

• Example: The Charmery doesn’t just sell ice cream—it shares the joy of childhood nostalgia. Their branding, flavors, and social media all tell a fun, local-centric story that customers love.

2. It Builds Trust and Authenticity

Customers want to support businesses that feel real and relatable. Sharing your origins, mission, and challenges creates transparency and trust.

• Example: Taharka Brothers Ice Cream frequently highlights their social mission and Baltimore roots, showcasing their journey as a company driven by young entrepreneurs and community impact.

3. It Sets You Apart from Competitors

A unique story differentiates you in a crowded market. While multiple businesses may offer similar products, the way you present your brand makes all the difference.

• Example: Artifact Coffee isn't just a coffee shop—it’s a place that celebrates local farmers and craftsmanship. Their storytelling around sourcing and sustainability gives them a unique identity in Baltimore’s coffee scene.

How Baltimore Businesses Can Use Storytelling

1. Share Your Origin Story

Every business has a beginning. Customers love to hear what inspired you to start, the challenges you overcame, and why you chose Baltimore as your home.

• Tip: Write a compelling "About Us" page that goes beyond facts—add personal anecdotes and passion.

2. Showcase Customer Stories

Nothing is more powerful than real people sharing their experiences with your business. Testimonials, case studies, and user-generated content make your brand feel personal and relatable.

• Tip: Feature customer stories on social media, blog posts, or even in video form.

3. Use Baltimore’s History & Culture

Baltimore has a rich, distinctive identity. Weave local culture into your brand’s story to make it feel more connected to the community.

• Tip: Highlight your neighborhood’s history, collaborate with local artists, or use classic Baltimore references in your marketing.

4. Take Customers Behind the Scenes

People love to see the human side of a business. Share behind-the-scenes content to make customers feel like insiders.

• Tip: Show your team at work, the process behind your products, or a “day in the life” of your business.

5. Make Social Impact Part of Your Story

Customers care about businesses that give back. If your company supports a cause, make it part of your brand’s story.

• Tip: Share the why behind your social initiatives, not just the what.

Your Story Is Your Strength

In a city as rich in character as Baltimore, businesses that embrace storytelling can build stronger customer relationships, stand out, and create deeper community ties.

Every local business has a story worth telling—what’s yours?

Need help crafting your brand’s narrative? Let’s connect! I can help you tell your story–even if you don’t know what that is just yet!

Why Every Local Business Needs a Strong Brand Voice (And How to Find Yours)

Every business has a brand voice—the unique personality and style it uses to communicate with customers. Your brand voice is crucial because it helps you connect with the community, build trust, and set your business apart from the competition.

When was the last time you thought about your company’s brand voice? Here’s why it matters and how you can develop a strong, consistent voice that resonates with your audience.

What Is a Brand Voice?

Your brand voice is the unique personality, tone, and style that your business uses in communication, whether through social media, website content, or customer interactions. It is distinct from brand messaging, which focuses on what you say rather than how you say it.

For example, let’s compare two different types of businesses:

• A coffee shop might have a warm, inviting, and friendly voice.

• A law firm should have a professional, confident, and trustworthy tone.

Developing a strong brand voice ensures that your business’s personality is clear and consistent across all platforms.

Why Every Local Business Needs a Strong Brand Voice

Builds Trust and Recognition

A consistent brand voice makes your business memorable and fosters customer loyalty. Imagine a neighborhood bakery with a nostalgic vibe versus a high-end salon with a sleek, elegant voice.

Example: The Charmery – This Baltimore-based ice cream shop has a fun, quirky brand voice that reflects its creative, small-batch flavors and local pride. Its playful tone and community-focused messaging make it stand out from chain ice cream shops.

Strengthens Customer Relationships

A clear voice creates familiarity and an emotional connection. A family-owned business may use personal, conversational language to connect with customers compared to a large corporation’s more formal tone.

Example: Atomic Books – This indie bookstore in Hampden has a bold, rebellious, and slightly offbeat voice that speaks directly to Baltimore’s artistic and literary community. Their unique tone helps foster strong relationships with customers who appreciate alternative and underground culture.

Differentiates You from Competitors

Many businesses offer similar products or services; your voice helps set you apart.

Example: Diablo Doughnuts vs. Kneads Bakeshop & Cafe – Both sell doughnuts, but their brand voices are distinct. Diablo Doughnuts embraces an edgy, modern, and cheeky tone, while Kneads Bakeshop takes on a more sophisticated tone.

Improves Marketing Effectiveness

A strong brand voice makes your content (including social media, emails, and ads) more engaging and effective.

Example: A local boutique using witty, stylish copy will connect with customers more effectively than a generic, corporate-sounding approach.

How to Find and Develop Your Brand Voice

1. Define Your Brand’s Personality

Ask yourself: What three words describe your brand? (e.g., friendly, professional, innovative)

Example: A pet store might be “caring, fun, and knowledgeable.”

If you run a cocktail bar in Fells Point, do you want to sound upscale and sophisticated (like The Elk Room) or lively and approachable (like The Horse You Came In On)?

2. Know Your Audience

Identify who you’re speaking to and what tone resonates with them.

Example: A tech repair shop targeting young professionals might adopt a sleek and tech-savvy tone, while one serving non-tech folks might take on a more explanatory approach.

A Mount Vernon art gallery catering to collectors and artists will likely use a refined and cultured tone, while a Federal Hill fitness studio might adopt high-energy and motivational messaging.

3. Audit Your Current Content

Review your website, social media, and emails. Does your tone match your brand? Look for inconsistencies and areas to refine.

Example: A restaurant may have found a new brand voice over the course of its five-year run. 

4. Create Brand Voice Guidelines

Define tone, vocabulary, and do’s/don’ts for communication.

Example: A coffee shop might use a casual and witty tone on social media but maintain a more professional tone in customer service emails.

5. Be Consistent Across Platforms

Ensure your brand voice is uniform across your website, social media, ads, and in-person interactions.

Example: A restaurant’s brand personality shines through in everything they do, from humorous social posts to heartfelt messages about giving back to the community.

6. Refine & Adapt Over Time

Track what resonates with your customers and adjust accordingly.

Example: If customers respond positively to certain types of messaging, lean into that style. Adjust your tone based on feedback and engagement analytics.

Find a Strong Brand Voice Today

A strong brand voice is essential for local businesses. It builds trust, strengthens customer relationships, sets you apart from competitors, and makes your marketing more effective.

If you haven’t already, take the time to define and refine your brand voice—it could be the key to making your business stand out in Baltimore’s competitive market.

Need help finding your unique brand voice? Let’s chat!