Well, it's kind of hard for me to expand on this topic being that this is not my business nor vision. That is something that you guys should focus on to define a business strategy and increase conversion $$$$ and once you do this, traffic will flow by many other channels (not just Google) word of mouth, social media shares, etc.
There are many ways to make your business model successful but you just got to find your niche, find out where they hang out, what they like, what they want to read and capture them in a way that they will keep coming back and referring you to friends and family.
Have you ever used amazon.com? If you haven't, I suggest you shop at least a book (there are tons and really good books) but pay attention to all details from registration to completion of transaction.
I know this is not a solid answer to your questions but this is my opinion without knowing your business culture/vision, and again, brainstorm and define a business model then put all plans to action.
Cheers 