From a Search Engine Optimisation (SEO) point of view, your key pages should be 'about' something, and that aboutness should be communicated to both the search engines and the human reader.
If it's not clear, you'll never be high in search so won't receive the traffic. Any clicks you do get will bounce off your page.
Clear 'aboutness' is polite, it's just good Internet marketing. Otherwise you're .. litter, you're the 'damage' the searcher and search engine is trying to route around to reach the answer they seek.
Basically, if people type "aluminium fence posts" into Google, your website ranking will only be high in the search results if it's clear both to the search engine AND to the user that's what your page is about.
Any good SEO consultant will tell you that if the searcher clicks to see your page, their first, almost instant, decision is 'whether this page looks likely to solve my problem'. You have maybe 5 seconds at most to load, and less than a second before that judgment is made. If you don't communicate that your page is clearly about their search phrase, they will click 'back' and return to Google. Often you have to communicate that even before your page fully loads, so they may only see your headline. If that doesn't convince them you have what they are searching for, they'll click back to Google and go to the next website or make their search phrase more specific. Google sees that behaviour and reasons that your page was not a good search result for that search phrase, and they will downgrade you in the search results.
Just as an aside, it may not be possible to entirely win on that example search phrase. The searcher may want to buy, in which case they will bounce off your carefully crafted comparison of aluminium fence posts versus wood & concrete. Or if you're selling, maybe they wanted that comparison. Maybe a selling page that gave the option of looking at the alternatives would work.
Anyway, check these elements of your key pages for aboutness:
Page title (appears right at the top of the browser page and in Google's search results)
On-page headings and subheadings
Annotations, photograph captions and descriptions
Navigation (menu/breadcrumbs) labels
File name / URL structure
The body copy
Get it done by: http://www.surgemarketing.co.uk
For: .. a normal SEO project would start by researching which search phrases provide you with a business opportunity and then we would create the content necessary to rank, so the price depends