Of course before you start any testing or promotion you need to ensure your measurement systems are in place. The more you understand about what your customers need and how they react the more effectively you can market to them. Both Google and Yahoo! provide good measurement of PPC campaigns. But, in addition, you should have a general web statistics package. Google Analytics is an excellent free service which should be the automatic choice for small companies.
While setting up your website and determining your marketing strategies, don't forget to save all the information you are collecting.
Visitors want quick information but also the ability to go into detail when they choose. Search engines mainly index text when the human might get information quicker from a picture. You, as the owner of the website, are anxious to get the sale, or lead, that is your major site objective and are not very interested in providing information that the visitor may like but that does not directly lead to a sale.
The majority of web designers start from a background in the graphic arts. So your page will look nice but you need to ensure it fulfils the business goals. Start from the web planning template but, then, see here suggestions for your design brief.
Optimising your website
You should include in the design brief a requirement that all significant pages be optimised for search engines. However this is a requirement that goes beyond pure design. Whoever is writing the content is equally responsible for ensuring the search engines get the 'right' content.