If I may make a suggestion, your friend may find it beneficial to focus on a specific niche in the market and 'own' that niche. Trying to be everything to everyone would put them up against the big boys in an uneven playing field.
The design of the home page needs some work, at the moment there's to much focus on the banners annd not enough on what the page visitor (read: customer) will want to see.
Good luck to your friend, it's a tough market to get into but with persistence and a bit of luck anything is possible!
