The first thing you need to do is to go over your site, try and objectively look at the pages of your site and see if you are answering needs and questions your potential costumer has, are you providing information about yourself, is the content on the site sufficient for anyone to have some degree of trust in your services to actually go forward and contact you, or maybe even bookmark your site.
The reason for doing this very basic first thing is that first and foremost thing to optimize website is the thing that needs to get ranked, if it a poor optimize website, with only a few pages and no content or photos (or both) on it you cannot expect it to compete with the abundance of information out there and rank on the top spots of the search engines.
Any site needs to have basic things in it, it needs to inform the visitor of what it is for and what it does, it should discuss the industry or the product that this site promotes and it should offer information of the company or people who are behind the service or product.
Your site should have detailed pages with clear headlines and sub headlines, it should be easy to read and use correct language, use images on your pages and name them after the subject of the image, for example a carpet cleaning business in Champagne Illinois should try and name its photos appropriately, naming the head office photo rons_carpet_cleaning_champagne_headoffice.jpg, you can do that with each photo you upload to your site, you will be surprise at what effect these small things have.
Using the right amount of headlines and sub headlines, as well as quotes, is important, just like you don't like reading a 400 word email which is all in bold, people like to have the most important things made visible to them and even stick out when they read it, there is no point in using many headlines or H1 tags, use just one, or two in case you have another important announcement on that page.
