In the early days we did what we wanted and had good results. Then we started to read everything out there about SEO & Marketing etc, and started to implement these changes which gave negative results.
We then started to look at what others were doing, if we felt they were the best we tried to emulate them.
What we realised pretty quick is, it doesn't work! We just have the perception they are doing it right, but we don't have access to their analytics to know if they are. You have to try things out and find out what works best for your company. Often this involves asking your customers what they like and what works for them.
I've read so many articles from experts that say don't use "send" on a call to action button. For one client that simple word has worked wonders. For another "read more" had a higher conversion than any thing else we used.