Well, a couple more simple things you can implement are:
Make sure your target keywords appear on the page a few times, but don't overdo it! I cannot stress that enough. Only use them as much as what would sound natural to a human reading it.
Give your page at least a couple of paragraphs of quality, helpful content. My personal minimum I strive for is 300-400 words--that is just what has worked for me.
Make sure all images have relevant alt tags (your web person will know what that means; If not, you have a bigger issue than being new to SEO)
Don't put too many links on the page. i.e. If you have 200 products, don't link to every single one of them from the homepage; break them into categories and sub -pages.
Use a free service like http://pingdom.com/ to check the load time of your homepage. It will offer suggestions for improvement.
Set up 301 redirects to avoid duplicate content penalties. http://www.ragepank.com/articles/3/preventing-duplicate-content/
(OK, that one's not as easy)
Submit a sitemap in Google Webmaster Tools
I hope you succeed in your endeavors!