Your website visitors want things explained crisply, clearly and carefully. Just like you, their lives are busy. So treat their time with respect by writing website copy that gets to the point, is imaginative and informative.
Craft your words, and tell your story, as prose can also be poetry. Choose winsome words and you'll gain attention for your website, product, organisation or service. Know a wordsmith? See if you can use an hour of their time. At the very least, check your grammar, spelling and punctuation; website trust really is diminished by carelessness.
Google, Bing, Yahoo! and others can't quite interpret a photo yet - but they can and do read your words, and they analyse the overall word cloud in a very sophisticated way. So focus on writing relevant, sparkling sentences for your users, and that will always play well for you in search engine results.
Craft your words, and tell your story, as prose can also be poetry
Visualise your visitors/users/customers and get inside their world. What makes them tick? What are their burning questions? What will help them meet their goals? The more you can engage with their dreams and desires, the more relevant your new website will be to their needs.
And relevance is the bottom line here. Ultimately, that's what search engines are looking for too. Write for your human audience, not for automated searchbots. However when you're done, look over your copy and make sure your page title (or news title) and first paragraph contain the kind of words and links your ideal user will be searching for. Words used strategically and frequently (within reason) on your web page are more likely to be noticed by search engines and will show up in search results containing those words.
Most of all, though, just go for it. Stay passionate and don't hold back.