Combination of both. In needs to be in the front page text as well as " keywords" Hi1 tags etc.
Your header that reads "Low Pressure & Environmentally Friendly" I would change it to something like "Environmentally friendly alternative to grit/sand blasting" Or "eco- friendly sand/grit blasting"
You are giving the search engine the opportunity to find what it is looking for.. a commonly used search phrase. Not many people would type in "Low Pressure & Environmentally Friendly" but "sand blasting" or "grit blasting" would be a more popular search phrase Hence "eco- friendly sand/grit blasting"
You then need to pick a topic for each page .Take a look at
www.cleaning -service.uk.com each page is formatted around a commonly searched phrase ie "pressure washing" "gutter cleaning" . Take time to read the page"render cleaning" get a feel for the format of the page (although it is getting a bit spammy).
The keyword "render cleaning " is found
The focus keyword was found in:
Article Heading: Yes (1)
Page title: Yes (1)
Page URL: Yes (1)
Content: Yes (5)
Meta description: Yes (1)
Generally the search engine would come to the conclusion the page is about render cleaning and display it in the results.
There is lots more to seo than just this but it;s a good start.