Having a great website means little if it can not be found in search results by potential customers.
Top level website rankings or search engine position are a product of thoughtful and correct keyword densities, proper Meta Tags and optimized linking strategies. A new Google addition is speed which a website loads which even puts more emphasis on clean code and Java Script issues.
Basics for Website rankings sound simple but few have their website built with website optimization and ranking principles in mind. Most webmasters are just not website ranking or marketing experts