Keywords, Competitor Analysis, market review needed

We’re a small, independent equine vet practice that wants to grow. We’re based in the outer commuter belt for a large city, but also cover a large countryside area.
We’ve been around for around 5 years but are a secret known only to a select few, our current client base. We’ve grown through personal recommendations (and luck) but we can see problems looming in the market, with the arrival of large corporates threatening independents like us. Increasing costs are reducing the breadth of ownership and making clients more cautious on fees.
In spite of this, we believe there is still room for an independent like us if we can focus on our strengths.
The practice has a basic website, which doesn’t really work and needs extensive upgrading or replacing. Marketing efforts have been sporadic, with occasional Facebook and Instagram activity.

WHAT WE WANT
• Website audit
• Keyword research
• Competitor audit
• Link suggestions
• Local SEO pointers

Results of the above will be used to redevelop the website and inform future online activities, so that a plan for regular work can be agreed and implemented.

As a small business, we have limited resources and marketing budget. Hopefully, you'll have experience of working with small professional businesses. We're smart, but want you as an expert to talk plainly to us and point us in the right direction.
You will be based in the UK - sorry, bad experiences with overseas freelancers - and be an established operator with a portfolio to show.