Start with the question someone is asking.
A person looking for someone to build a website is making a different decision from someone comparing website software. Matching the right page to that decision matters more than repeating a popular phrase.
Keep different sources separate.
Search Console records how a site appeared in Google. Keyword Planner estimates market demand. A search-results review shows what appears for a particular question at a particular time. None of these is a guaranteed number of future customers.
Advertising competition is not a measure of how difficult it is to rank in unpaid results.
Improve an existing page first.
Check whether the website already answers the question. If it does, improve that page's explanation, examples and next step. Only consider another page when it has a genuinely different job.
Measure the change that matters.
Visits, enquiries and paid work are different outcomes. Compare the same period and source before drawing a conclusion. Keep the original observation so the reasoning can be checked later.