Know-How Exchange : E-Marketing

I am leaning towards Sanjeev Kumar Vyas last comment. Since you have competitors both in product and search phrase I suggest you set a budget and open accounts with Overture and AdWords and give it a try yourself for a while. (if this proves to be a successful tactic for increasing business, you may then decide to bring in a company that will look at the entire internet marketing strategy)

After you start there you can begin to work on the site, always making changes to focus the message and increase the conversion rate. You will eventually need to create pages for specific phrases since you may have difficulties getting the existing site ranked very high with its current design and focus.

Hope that helps.