Hey there,
The bellow seal, once installed acts like a spring, sealing the faces and preventing fuel leakage. Insure the bellow seal itself is ok. There are rebuild instructions on the pump in the technical manual.
Yes, it is important to install the impeller correctly. I believe the fins are tapered slightly. Unless someone else can give you an instant answer, I will check my notes and photos tonight and get back to you. I did mine a little while back.
Dirk