Website Promotion

We have a tourist information website that we would like SEO'd/SEM'd to it's full potential. The site itself is used mainly to capture clients details for later contact, across a wide variety of subjects (within one holiday destination). We would like to drive traffic to this site, however, it must be traffic that is relevant, ie, no 'black hat' optimisation. Each visitor must be coming to the site because they want to find out more about what is on our site, and also there must be a pretty high chance of them filling out their details. This is a European only site. We are anticipating you to be able to suggest actual page optimisation to our web developer, deal with link building and offsite promotion (on other sites, forums, blogs, etc). We are currently receiving in the region of 1500 visitors per month, but 99% of them are not filling out any forms on the site itself.