Good question, Heather. I've been offering a free half hour of editing to new clients, but no one has taken me up on it yet. For a long time, I had a free download on my site - Virtual Assistance and Your Business - and am now revising it for a second edition.
You do follow best practice when making this kind of offer, as I understand, and it makes sense even though my response rate has been less than thrilling so far.
With every site build we do extensive on-site SEO at no extra cost, it's just part of the process of building a solid site but clients love knowing it's part of the deal and done right from the bones of the site up.
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