Hey Bob,
I hope you don't mind a little constructive feedback, but I would lose the video on the homepage as a starter. It seems like you are really unsure what you are talking about, keep looking away from the camera, not sure what to do with your hands, and this is all bad for when someone visits - you need them to feel comfortable with you and know you believe what you are saying - and I know this is all because you are not reading from a script, so maybe a new one where you have a screen and presentation to remind you what you need to talk about? Use bullet points and try not to 'umm' or 'erm' too much - keep that eye contact with the camera too and don't look away.
I would also spend a bit of time / money and have a nice new site developed. Whichever way you decide to go, you need to not cover too much generic information on one page, and make good use of big, bold messages to catch the eye.
In terms of the route, I have been a consultant for many years now and find it most profitable. I specialise in a few areas and make sure these are covered clearly on my website. I back this up with pages that talk about what I do and how I do it - basically, I try to answer the questions I would be asked on a phone call or in a meeting. Of course, you can't hope to cover everything, so I try to give a good grounding.
Carving a niche is all well and good, but you need to be able to back this up so that when someone comes along and asks for examples of 'Local SEO' that you have performed, that you can show them. If you haven't done too much, don't be afraid of offering work in return for a testimonial that you can show.
Best of luck,
-Andy