Most people on your website know what they are looking for in a product or service. If they find something that looks similar to what they want, they will follow it (read more, buy etc).

Consequently, having relevant information with the exact wording your customers would use is very important. Talk to your customers and see what language and exact phrases they're using when talking about your products. Use it on your website.

When I'm looking for a project management software that has features like task assigning, time tracking and client management built in, those are they keywords I'm after when browsing different sites.