Secondly, is the topic popular among the people?
Thirdly, is your website linked with Google search console? If so, what’s the average rank? Irrespective of the average rank, you will see the queries that are triggering Google to display your website (albeit way back on perhaps page 50). Leverage those queries. Use them in your content.
While Yoast SEO provides some outdated SEO tips, in your case it will be beneficial. Install yoast SEO if the website is on WordPress.
Lastly, do your webpages follow all the structural best practices? I mean, is your content organised with H1, H2, H3s, bullet points, title tag, images, alt tags etc?
The law of attraction (via Google) will fill the site if you find a commonly needed thread of content for your users. Also, this sounds like a relationship based niche. Consider interjecting more about the people into the site content.
Anyhow, I am assuming this is a brick and mortar company. Don’t ignore Google My Business, LinkedIn, etc.. Anything coming in there? And is he NAP properly distributed and accurate. Add an email list. I could go on.