Do SEO on a "site" level
I think you would agree to do seo for pages instead of site. Search engines' ranking is page-based algorithm (think about the PageRank and your pages are ranked instead of your whole site).
Most seo experts believe incoming links from theme relevant pages can give you a boost in SE ranking. This also gives you a hint that you can organize the whole site and build internal supporting pages around targeted page to increase your ranking.
For example, when you want to optimize your homepage for a highly competitive keyword, first place the keyword in index page with important and favorable locations by SEs(such as in title, bold, h1, h2 etc.) Think about a list of related keywords (as many as possible) and start to build a series of pages, each of that is to be associated with one or more keywords in your list. Make all your pages well-readable and with good keywords density (it's said 2% tolerance with Google), assign a unique title containing keywords (should be theme related to the "most important" keyword). And link internal pages with each other using "good" anchor texts. Last but not the least, make all your supporting pages link to your home page with that keyword. A tip here: make small variation in anchor text to keep from triggering the SE filter.
Another strategy for you here is to include a blog. Blogs usually get indexed and re-indexed faster and loved by search engines. This helps in two aspects: your blog can make high ranking seperately in SE for certain keywords (think about theme focus, new content and frequent keyword appearance); secondly, your blog naturally "link" to your main site with dedicated keywords.
After you finish all this, keep an eye on your ranking and keep doing research on keyword popularity for your client. Target new keywords to get more visitors and traffic!
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