The first place you should look when setting up a marketing plan is the content of your site. Content should be more than just SEO friendly. And even, or perhaps especially, if your site is a product site (in other words, not about information, but about selling things) content can help hook your customers and leave them confident that you (or your customers) know what they are doing regarding that product.
And don’t forget, it’s not just about content on your own site. Writing content for other sites is a great way to promote your business, especially if you have a business with a global international market. And, let’s face it, while it might help to meet with web design clients face-to-face, it’s not required. I have done projects for businesses in different countries and for businesses around the corner from me. And one of the ways that I have gotten jobs is because of my writing on web design and HTML. In fact, if you can write well about web design or HTML, check out my guest articles guidelines. Maybe we can work together.