Every website needs on-page optimization to have a chance at first page Google ranking. You need to give Google what their looking for so page text, page naming and page hierarchy are all necessary. Most sites have a Content Management dashboard for their web design, such as WordPress. This makes on-page optimization easier, as specific parts of your site are able to be optimized one at a time to suit Google's compliance guidelines for ranking organically. If you have a lot of pages then they all need proper text on them and it takes a professional to make this text help you rank higher.