Not sure about this, on one hand it is something that should work, on the other the main term isn't huge given the type of site.
I think the site is going to need to rank well on a lot of different terms to really bring in big enough volumes to supply leads to a whole lot of different geographical areas. Would say it is going to need to work with adwords also, as it is going to get spanked in the free section when trying to compete on local terms. The only positions worth having will be 1-3 on a many terms when local listings kick in.
Personally would not be spending much time regarding looks of the site, it looks fine. The main thing is it needs a really strong business model. Obviously doesn't have that yet, that plus ranking on an ongoing basis is 99% of this business I think, design is 1%. Don't get caught up with unimportant stuff, would be experimenting with business models right away, that is my suggestion.