At the moment I am ranked 1 and 3 for my key words on google. On my site at the moment I have a lot of text that to be honest I'm sure no prospective client reads, but it is keyword rich (ish). I've worked out for my 2 main key words that the density is 4%. I have rewritten the content for our new site focused on a quick clear message to my customers. Should I leave it as it is - customer focused? Will a density of 2% have an impact on rankings? Should I change it to have a density of 4%? Many thanks for your advice.
Keyword density is not an important enough ranking factor to have much effect. Things like backlinks count far more. If you have decent backlinks it shouldn't matter if your keyword density is 2% or 4%.
With those excellent rankings I'd be wary to change anything, but if you think changing the text will really help conversions I guess you can give it a go