Josefu - 6:28 pm on Jan 29, 2013 (gmt 0)
Thank you all for your insightful replies! Perhaps my description of my (ex) client's business was vague - he renovates apartments and commercial spaces, and installs air-conditioning. He sells no product of his own on his website: without exception, the client will have to call (or write) to order a visit to estimate the value of the work to be done before any 'sale' can be made. One looking for such a service will most likely click on the first results that appear in the search engine results, rather than clicking through to page two and beyond... unless he knows the company already. On second thought, in this light, the company name/logo isn't even important.