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If somebody gave that site to me I would go back to basics. I think that the category and product titles have not been planned with keywords in mind.  I would talk to the business owner and determine what keywords he needs to be visible for in the search results. Then a detailed plan of systematic categories and product types would be developed and the goal would be to fill all of them. Then I would make no more than one page for each product type.  That page would have several photos (sometimes a lot of photos) and each photo would have a generous description.  I would tell the business owner that I need those descriptions.  If he is not willing to write them I would ask him if he wants to be competitive or if he wants to fart around.  If he wants to be competitive and bring in long-tail traffic then he better get writing and do a good job of it. They say a picture is worth a thousand words so the owner of this business should have no trouble describing the product.