Best white-hat SEO techniques for a new website?
The field of SEO has changed dramatically in recent years. It used to be that the answer to your question was simply to toss a few choice meta keywords to the page code, and make sure the right phrase were littered throughout the page, and you'd be good to go.
These days, effective SEO is more nuanced. This is especially the case for a site like yours where the offering is more commercial and less "content" in nature.
In your case, they key is to add something of value to visitors. Putting yourself in the mindset of someone searching on Google - what is the point of your page? What do you feel someone would be searching for in order to arrive there?