When creating a website, content is king. It communicates to both the reader and the search engines, while images only talk to the reader. Therefore it is important that the website be written correctly.
It is important that you immediately let the visitor know what you do. You have about 10 seconds to convince the person that they are where they need to be. So your first sentence needs to say what the site is about and it needs to say it with your keywords.
Content is probably the most important factor in search engine optimization because you can use your keywords more times in the text of the site than anywhere else. According to search engine gurus, for best rankings there should be between 200 and 600 words per page for the search engine to index. This text needs to be keyword rich – a keyword percentage of 1 to 3% is optimum. Less than that and you could go unnoticed. More than that and the search engines might flag the site as a spammer.
Your keyword(s) should appear in the first sentence of the site and if possible be the first word of the first sentence. Your keywords should be used, if possible, in your navigation, in the captions on photos and where ever else they can be logically included.
One important thing to remember when making your content keyword rich – it still needs to read correctly for a real person. This is more easily accomplished using bullet points, each with the keyword in it, rather than trying to repeat the keyword several times in one or two paragraphs.
You can find out more about keyword density at http://en.wikipedia.org/wiki/Keyword_density