A website should not only be optimized for good placement in search engines but also look appealing. You can draw a horse to water, but you can’t make him drink.

If the site sells product, make it easy to see the breakdown in categories as well as have clickable links that identify these breakdowns. For example, the link should be www.mysite.com/coffeetables.php?id=rounded instead of www.mysite.com/category22.php?id=rounded or even worse, www.mysite.com/22.php?id=rd

If the site sells a service, get to the point.  Don’t make the surfer spin through hoops to find the catch.  If they are interested, they will buy in. Otherwise, you are wasting not only his time, but your effort.

Always embed key words on the home page that identifies the product or service being presented.