We’ve run enough conversion rate optimization tests for our clients to know that this can vary for each business and industry vertical. One needs to run multivariate tests to define a sweet spot for each business. Search engines love fresh original content, so that’s not going to be negative.
In general focus on:
• Page Headlines
• (USP) and Value Proposition
• Product Features
• Call(s) to Action
• Social Proof
• NAP Address in Schema Markup
• About Us / Team page