Quality content is key. It must engage and inform, to create an action. There are no two (or three) ways about it. If you want to engage your viewers and guide them through your website, you need to supply them with relevant useful information that will persuade them to act. This can be by the users contacting you directly, or by them making the decision to book, buy or refer.
It's not just about your marketing however, people visit a website to find out information. Your website content must also reflect who you are as a business, what you offer, and create a connection with the user so you are seen as trustworthy and professional.