The copy of each web page is the primary sales component that you have to offer. Many people believe the web is primarily a visual medium and therefore text just gets in the way. This is far from true; many people look to the text of any web page to help them make their buying decisions.
When developing content for your site, nobody knows your business like you do. I recommend that you, or someone as familiar with your industry as you, write the text for every web page. From there, you should then hire a professional writer to rework your content, making sure the traditional marketing aspects are in place and functioning along side the keyword optimization aspects.
This post is part of a continuing series on the topic of:
Optimizing for Maximum Search Engine Performance
Sub-Topic: Optimizing Your Website Content.