The Markland Clinic is a physiotherapy clinic based in Gloucestershire. Initially, they had a web site which had the right information, but which looked basic, and was practically invisible in Google. Part of the trouble stemmed from HTML descended from Microsoft Office (look for "MsoNormal", that's a telltale sign) as well as a table driven layout with lashings of FONT statements. I stripped it down to essentials and then used modern CSS to reproduce the same style while getting the site 100% validation via the trusty http://validator.w3.org/ service. Also, I pressed the owners into a small but excellent re-wording of the text which gave us scope for putting key search phrases into H1 and H2 tags.
The first enhancement added a Google Map identifying the three clinic locations.
Next I adopted a slightly more curvy and softened appearance by rounding some corners, and adding CSS highlights to the menu options. Nothing fancy.
Finally I submitted a Google Sitemap of links. Within about a week (and much faster than I guessed), the site was on the front page of all of the five key search phrases which the client had required.
I can't claim to be a genius in implementing all these tasks, but of course was happy to get a good result so quickly. Also, Markland Clinic started getting a few enquiries via the website, almost as soon as it went live.
The Markland Clinic