Funny, I was thinking the other way round: that site owners tend to take copy for granted ("anyone can write"), but are obsessed with SEO.
That's true, to some extent as many clients just don't get the web in general. We are not a pure seo agency and we offer what we see as a more holistic service. We take a look at the site, the competition, provide a guideline of the changes that need to be made to the site to make it a more reasonable proposition to the target market and then we will look at optimising it for more web traffic.
Then once the site is working and is converting some visitors we will look at what we can do to improve conversions, to gather email addresses, to qualify the area of interest, start a dialogue and gradually start to build a relationship.
Once the site has a reasonable position in the engines and is converting visitors (whatever the goal maybe) then we can look at other ways to build traffic and increase search engine rankings if that is a cost effective way to build more traffic.
I have one client that I have worked with for years and they will not update their site, and god, it's awful. It looks like it was built in 1990 and has really very little information on there bar the service they provide. The kicker is that they have a good and unique service but the site just does not do a good job of communicating that. So, the approach is more traffic, vanity keywords and nothing else, my advice, nay pleading, falls on deaf ears and we have recently parted ways as I simply can't do anything for them when all they want to do is keep spinning around the link buying treadmill.
It can actually be fairly depressing trying to help people generate more business through their websites. People want make no changes to a flawed site, pay £100 and see miracles.
Still, occasionally, you pick up a realistic client, who understands that for your website to be a valuable tool, you have to work at it.
There is no silver bullet, just hard work and if your time is more valuable doing what you do well then paying an expert to do what they do well is always going to help you grow.
Funnily enough, I did in this post but I don't tend to offer my services, not really my style but I think some self promotion is not a bad thing but I would advise the poster to go with a recommendation as there are some truly shocking SEO companies out there that could not optimise an image for the web let alone advise on how to generate more traffic and conversions from your site. There also seem to be a bunch of people on here that really seem to want to help people, and heck, if every now and again they try to get paid for it, that is not really that bad a deal.
P.S. I have seen ZigoJacko mentioned as referall several times so theres my vote.