His website sucks, so that needs to be priority number one. But I have other questions. I was thinking of social marketing, blogging, and video marketing.
This looks like a tough one for google local listings. They show over 1000 results for the local keyword. His current website is nowhere near near the first 25 pages of google. In fact, there arent even any meta tags.
What type of plan would you lay out? I have a few hundred existing customers, but only have phone numbers for them - no mail or email address.