Search Engine Optimizing your website with the correct keywords and key phrases is vital. Especially if you are running a niche business or a local business.
We have seen it many many times before where we get a call saying "I am on the first page of results for bla bla bla but do not receive any inquiries".
Why? Because they chose the wrong keywords that nobody uses and/or they forgot to focus on LOCATION. If you're advertising Italian suits but live in Toronto Canada, people are going to be confused by your website.
One of the biggest factors which contributes to having no inquiries is that you or your marketing company are just not working on the right phrases. You need to do keyword research and make sure the phrases you are targeting are actually getting searched for. If you get this wrong then you might as well throw all the time and money you have spent in the bin.
ie. Don't bother with synonyms for the name of the place. Hogtown may be a slang term for Toronto, but nobody actually searches for it.
A very simple way to find keywords is to first determine who are your main competitors who are successful and see what keywords they are using. Look at their website titles and headings to see what phrases they are using. You can then use the Google Adwords keyword tool to see how many people per month are typing those keywords and phrases in. The tool will also suggest other keywords and phrases and list them in order of search volume.
You need to implement your selected phrases into the title, meta description, meta keywords, page title, first sentence of your content, your H1 and H2 tags, the body text etc... If you do not know how to do this, ask your web designer about these things as they should have been considered at the time of designing and building your website.
If you get the right keywords and phrases then you are on the right path to Search Engine Optimization success.