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I agree with you Neil.  Design the navigation for the user, not a search engine.  It makes more sense to have simply "pricing" then to try and chase the algorithm and include some keywords like "web design pricing".  Furthermore, the added benefit of using a navigation like that really would be negligible. Internal links can help your site, but I think it would be better to use the text around the site as you say, rather than the navigation, in order to utilise these.  The navigation is more for the user than the Google crawler and thus should be designed for the user. Just my 2p!

I would either nofollow or just have it on one page.

i would make the long tail list based on your keyword research and have the main keyword in there

Hi Neil, Yes, Google does look at the footer and they actually look in the footer for spammy links. Heres a video for internal linking footers etc.. http://www.seomoz.org/blog/internal-linking-strategies-for-2012-and-beyond Hope this helps.

Yeah, I also think there is an element in the thought process of "well every other site puts links, newsletters etc in the footer" so why shouldn't we, however reading some other threads on footer links elsewhere it would seem the concensus is "are people actually clicking on the links" in the footer anyway and if not, why have them.

Jinx! You owe me a diet coke.

Great answers guys, I think my mind is now straight and how to move forward, not just with our own strategy but our client strategies as well

I agree, having "website design" in the file name as well as the domain name is probably asking for trouble, it doesn't look very nice either!

There is no value if you artificially inflate your like count through competitions or purchased likes in any other form. Your social engagement across FB, Twitter, G+, Pinterest etc should come naturally. You should start engaging with your customers/users via the social channels. Social media provides a good extension to deliver content really fast to your audience. It helps to have a social marketing strategy - the simplest form is to measure engagement via retweeting/sharing or commenting. More complex is to measure conversions originating from social media. Ideal scenario would be that you post something on social media which does not advertise something on your main site, and traffic results in conversion because of the engagement.