I`d recommend you to think of a short list of most winning keywords in the niche in your area (but the ones you are willing to target in the end, so not the extremely competitive ones, perhaps). Next check the first-page results for these keywords and try to reverse-engineer the ranking pages - see what they have in common, what`s the winning structure for the landings in terms of content, design, also think of the usability of the menus, etc. It`s quite handy to analyze the pages that have already made it to the top to get some ideas for your website. Same way you can analyze the content and keyword usage for the winning pages against yours.