Your website must be the answer to the question the prospect asks when they type in their keyword search. It has to make them trust you more than your competitors and it must focus in on exactly what they are looking for. All things being equal, (i.e. look, feel, ease of use, quality, a compelling offer, exact match on content etc...), the website with the best answer usually wins the clicks. If your website answers the question to their search, you have a shot.