I thought I might elaborate on those points a little.
1. SEO Friendly Website Design
1.1 Ensure you do not have dynamic links (e.g. index.php?var=value) - Search engines do not tend to pick up on these very well
1.2 Do not have duplicate words within your meta keywords
1.3 Every meta keyword and description tag should be unique for every webpage
1.4 Titles should be different for every page
1.5 Ensure there is plenty of unique content on every webpage
1.6 Your link structure should be carefully designed
2. Check what Keywords to use
Use something like the Google Keyword Tool to find potential keywords:
Try to pick a phrase with at least three keywords in it - these should be easier to rank for. Check the KEI for each keyword to see the competition.
Find your potential competitors - which websites do you want to beat in gaining business from the search engines? Analyse their websites carefully, some things to analyse:
Internal Link Text
External Link Text
No. Outgoing Links
No. Incoming Links to website
No. of webpage indexed on the search engines
Try searching Google for some off-site SEO ideas. There will be loads of articles out there!