Good questions Austin,
For your first question, there are some common conventions you should follow to make your writing more SEO friendly. When you write content, make sure it is centered around a single keyword and its variants. I’m not sure what you should do if asked to write it differently than that other than just do it if that’s the way they want it. If you are working for clients though and you are basically the boss, you should tell them that it is a best practice to structure your content like I’m about to tell you.
You should always have key phrases in headers and then the copy below the headers should be about the key phrase and also use the key phrase and its variants. Using synonyms is also very important. Pay attention to your keyword density as well. Somewhere in the neighborhood of 2-3% is good however make it sound natural. Remember to write for readers and not for search engines. Search engines come second.
For your second question, there are really two parts. Bringing people to your site and making them stay require different tactics. For making them stay, you should follow the advice of other members here and write about something you are passionate for. I know you can’t always do that if you are writing for clients however you mentioned “my” website (implying that it’s yours) so if it’s yours, you can write about whatever you want. When you write about something you like, it shows and your personality comes out in your writing. You are also able to devote much more time to it and produce quality work.
For driving traffic to your site, you could try social media, PPC, SEO, forum or blog commenting or offline advertising to get more visitors.
For writing better seo content, this article should help,
Here are also some tips for driving traffic to a website,
Hope that helps,