Search Engine Optimization
There is very little point in having a website if people can not find it. That is why ensuring your site is ranks high (earliest) on web searches is critical to your business' success. If your budget allows, you may consider using Google Ad words in addition to having precise desciptions and key words embeded in your site. These will not guarentee ranking high in searches, but they will help. This is a priority of any site build or update that I undertake.