When we build our CMS websites we build in standard SEO (Search Engine Optimisation) and for most clients this will be adequate. From time to time clients will want something a little more specialised and we can off that as well.
Spending time on a website doing advanced SEO can take a lot of time and money as it will often mean getting a copywriter to compile the content to make best use of the Keywords that people would search on as well as restructuring the site to optimise for Search Engines.
The easy and cheap route is just to encourage people to visit your site. This can be by using means such as a link in your email signature to having special competitions only available on your website.