It is important to strike a balance between your website copy being both search engine friendly and effective in communicating your business. You want search engines to be able to identify what your website and your copy is about without compromising on how it reads to your potential customers.
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Keyword density is the percentage of your website (or a page of your website), which includes keyword phrases you are looking to be ranked high for in Google.
As a rough guide, it is advised to aim for a keyword density of at least 5-15% per page of your website.
Revise the copy on your website to look for opportunities to improve keyword density - but don't overdo it! Aim to strike a healthy balance between keyword density and readability.
You should never compromise the readability of your copy when aiming to improve keyword density in your website.