It can feel pressurising to think about the many functions of your content – be engaging, grab people’s attention, use plain language, explain clearly, feel natural. The key is to remember that you are the expert in your industry and you know your customers the best.
Write like you talk to them, you’ll probably find you use keywords naturally as they flow easily into how you describe a service or product you provide. You can always go back over your freshly written content and add keywords in, making tweaks here and there to really optimise your content.