Analysis & Implementation
I replicated their website using ZURB's Foundation 5 framework and also gave it some basic SEO mark-up. Nothing too fancy; no real Keyword Research, just some On-Page SEO mark-up.
Within about a month, France reported that their website was doing so well in producing sales leads that they were able to reduce their Yellow Pages ad to a free listing, saving them hundreds of dollars per month. They said that having their phone number predominantly displayed and linked at the top was an easy way for people to get in touch with them.
Their original website was static HTML and was riddled with errors, giving them a 15% SEO optimal metric based on my standards. At the end, I estimate their website was optimized to about 75% of that what it could be considering we didn't look at keyword research and other factors.
Due to the errors he had - and that at least three other SEO companies before me had also tried - his website was in a pretty rough spot.
He not only gained the #1 spot for local results, he's now renowned for his product throughout Wisconsin. The website as about as good as I can get it.