jimbeetle - 9:51 pm on Dec 19, 2012 (gmt 0)

these two keywords are the most searched for for his services

Is that across his industry or just for his site? As goodroi implied, not all keywords convert well.

If they are keywords that would normally convert I would check the site itself. Are there clear calls to action? Is the visitor told where to click?

It might pay to have some friends and family go through the entire process, from search through the conversion process.