Fantastic, thanks, that's some really good advice you've given me, and I really appreciate it.

One minor quibble: "Less text, more images" is not compatible with "SEM is going to be your best option." Without a good amount of text, there's very little for the SEs to work with.

However, the copy does need to be tightened up, more images would be ace, and it should be possible to highlight value propositions without requiring the reader to scan through pages and pages of text, so it's still given me a push in the right direction.

If "word of mouth" is swirling somewhere in your thoughts, that's a huge red flag.

Could not agree with you more on this. "Word of mouth" is not a viable strategy :)

Lots to work on, thanks!