Why wouldn't updating the website make a dent again? Landing page optimization is a huge forcus for any online commerce company because updating a website (design, content, flow) does make a dent.
sorry but his website talks to me: "hey I seel software to plan tables and i know how it works, but i am not a designer and wont spend money for a coll website". which is fine with me. again, I didnt came there to appreciate his website apperance but to see if his software is good enough for me (had I been in the business that needs his software)