This concept has been highlighted and evangelized by Rand Fishkin recently. For instance, what tools and platforms are required to build the site? Review your h1 tags across your site, using a crawler to find them all if required. Do they all describe the page accurately? Do they use the keyword target? And do they match the title tag in what they say the page is about? I couldn't begin to think I could afford a wonderful rockinghorse . For example, where would one find organic local fruit box delivery around here? Why do prices for leased line prices differ so much? Why do prices for York SEO differ so much? Collect testimonials from satisfied customers and media mentions at all times, not just while you're working on site content. In other words, you might not make a profit on your customers unless they spend more than the average or you retain them for more than a year.