Making sure the quality of your businesses website is vital for SEO success, you really have to concentrate your efforts on producing a high quality website in order to easily get to the top and rank highly in Google.
Google uses a complex algorithm to work out what high quality websites are, you need to satisfy these points in order to get to the top of the search results, over the years Google has released updates to their algorithm (called Panda updates) that aim to filter out low quality sites from the search results.
Every month anew Panda updates are released that impact on the rankings of low quality sites, this will damage your rating in the results even if your site is performing well under the primary algorithm with a good backlink profile and lots of quality content.
Each site is assessed by Google on a page-by-page level and as a whole site. If you produce lots of low quality pages of content or duplicate content, your whole site will be impacted negatively even for a good quality site the overall rankings will fall.
You can just think of search engines, your website must satisfy the users as well, often webmasters concentrate rankings without thinking of their human visitors, and your business will only thrive if it satisfies both users and search engines.
Converting visitors in to customers or sales leads is your primary goal; a high quality website will convert at a much higher rate than a low quality site, so it makes sense to invest the time and money in enhancing the quality of your businesses site.
Look at each page individually, review the information and images on the page, remove poor quality text or pictures and update and improve.
Take a look at the information provided by Google analytics to try to get an understanding of how your visitors interact with your site; this will help you understand what pages are working and where your traffic is coming from.