Your website is made up of the wording. Website contents include key phrases for search engines. As we always told to your client, "Content Is King". Search engines love unique contents and your key phrase should be inside somewhere within your content and made up the whole paragraph nicely. Search engine can understand the relevance your website and indexed correctly. 

Your key phrases can place in headings. I'll suggest you use <h1> tag as your heading. Also use bold or italics on the key phrases within the content. It gives you higher weighting of the key phrases and more eye friendly to your visitors.

Content is king, content is good. More information you provided on your website always good for your website. E.g. give extra description of the products and services you offer. Not just price or a description with one sentence. Why not having frequently asked questions page or articles pages that pertain your business?!

Bear in mind your design, search engine cannot read images as good as text. Website that made up with stunning flash or elegant pictures can really eye-catching but not 'eye-catching' for search engines. Remember to optimise your images as well by adding (alt) attribute within the image tags.