I hesitate to single out a handful of "must-have" words for your Web site. It brings to mind the overblown promises of "power words" and the like. "Power words" strike me as being about as useful as ...

I hesitate to single out a handful of 'must-have' words for your Web site. It brings to mind the over-blown promises of 'power words' and the like. 'Power words' strike me as being about as useful as ...