Building a New Website for a Plumber

Tonight I am embarking on a new challenge.  I want to build a website for a plumber friend.  His site is solid – but he’s never owned the top spots in Google for any search phrases.  So, I am building a leadgen site from scratch to see if I can get it to rank significantly.  Here is the URL to the Wiki where I am documenting the project:

So, I hope this goes well.  I think it will be interesting because I am going to build it in Ruby on Rails and I hope to host it at github or heroku.  Both are awesome.  I am most familiar with hosting Rails applications at Heroku.  I’ve tried hosting on shared hosting platforms and they never work out.  Heroku seems awesome and stable.