paul
Design, SEO, and marketing can be really hard to balance. does the designer use your message to market match copy? will google then understand from those words that your a carpet cleaner in your area? will the marketing message match with all types of customers?
As an example two prospects spill milk on their carpets, one just searches for local carpet cleaner but the second searches for how to remove milk odours from carpets. The point here is the second might think she can deal with the problem but probably will make it worse. now if you have a page that informs on how to sort this problem out but also points out the risk and that you will be on hand to help if needed.
You can get many examples of the above for every one person searching for carpet cleaners you will have another one searching for what ever their problem is. can a web designer really cover design, seo and marketing messages? I dont think so. Sure then can design a great looking site and maybe get it top of page for one keyword.
How can search allow us all to have a unique selling proposition and then rank us? Its not about just one page its about many pages. search wants us all to look the same and then how can anyone make a choice between you and me? The answer is price thats why internet calls are all price shoppers unless you do on site sales visits. where you can sell yourself.
Paul do you have a list of what you want you site to say?
Respects
Ian Harper