Recommendations:

1) A 'naturally' optimised search engine friendly website,

2) Have links to and from relevant and respected websites with complementary content.

3) Utilise Google adwords if you like but don't spend hundreds of pounds.

4) Advertise your website in your traditional marketing and on every piece of your stationery.

5) Have a mailing list by all means but don't 'spam' people with hundreds of marketing emails - even if they've signed up - eventually your newsletter will end up in the junk folder.

6) Don't believe people when they say they can get you to the top of Google.