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If I were you I'll try to create a new page/post focusing on that term, bes ure that the page is linked from the most realted one and see what happens. If you see that page ranking you're done. If not try to build some value there and if you're still not ranking you may always try to 301 that page to the old ranking one, maybe passing that value to it you'll achieve to rank with that too even without changing it. Of course before the 301 and any other thing you'll have to try achieving links there, if not you won't see much changes.

I agree. The text is too over-optimized. It might scare customers aware because it is not so natural sounding.

We write fun articles that often get picked up by the big blogs and we get a lot of useful links out of them. Recently the New York Times stumbled across our blog and asked us to join their debate on air conditioning. Air conditioning is also a pretty boring topic but we have pushed the industry boundaries and have had some good success because of it. BUT.... you can have great content but you need to know how to promote it! Some Examples of posts that went viral: http://www.rollaramp.co.uk/news/infuriating-wheelchair-ramps/ (on our wheelchair ramp website) http://www.airconco.com/news/9-most-extreme-air-conditioning-repairmen-1243.html/ http://www.airconco.com/news/how-not-to-install-an-air-conditioning-unit-1190.html/ http://www.airconco.com/news/the-air-conditioned-outfit-83.html/ http://www.airconco.com/news/invasion-of-the-air-conditioners-189.html/ With anything you produce you should always be proud to show it to a friend (that's my motto)

Give this a read before deciding: The exact match domain playbook.

Sorry, I didn't actually look at the site, but yes agreed,  I would certainly ensure St. Charles, MO was in the title tag for that page and any additional pages that they are looking to rank for!