Your copy needs to include keyphrases, yes. But many SEO companies have copywriters on staff that will rewrite your copy. What you DON'T want to do is put too much focus on the search engines. If you don't know how to write SEO copy, I'd suggest you learn. The primary focus is your customers: not the engines. No search engine has ever whipped out a credit card and bought anything from a website. Your customers are the only ones that can do that. If you get too caught up with search engine optimization when writing, it can ruin your message. SEO companies are famous for stuffing far too many keywords into copy to optimize it. They kill the flow and the copy's appeal to human beings.