I'm an Irish web developer, based in Italy, with over ten years experience developing professional sites, and with a wide range of satisfied clients worldwide.
I offer small business owners a full service incluing SEO, and also publish a number of sites myself - so I have the experience you're looking for.
Having taken a quick look at your current site, I would say that you don't need to have a full re-design (and be wary of those that suggest you do). The first thing to do is to understand where the problem lies - is it because not enough people are finding your site, or because when they do they don't convert into sales.
Answering that will need some analysis, with access to your analytics and webmaster tools - but on initial glance I think it's a mixture of both. You can certainly do better in SEO, and some elements of the site can be improved (for example, the table on the home page is clever, but if someone just glances, it's confusing (because most tables online work the opposite way).
What I'll do for you:
* SEO and usability audit of current site
*SEO report on two main competitors
* Strategy document to improve on both SEO and conversion
*Implement structural changes
Some sites I've developed include:
[login to view URL] - Italian travel portal
[login to view URL] - Australian AV specialists
[login to view URL] - Panamanian ferry company
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Feel free to get in touch, to discuss the project further. I'm happy to answer any questions you may have.
Andy