Most of SEO specialists have been hired to build SEO strategy after website is being created. Usually website owner comes up with an idea to rank for some keywords that are not enough relative to website’s content. Then the SEO person needs to reorganize internal website structure, makes appropriate link building and most likely to include new pages with rich content.
This would be great to be done, but then the client says that he has a website, he doesn’t want any changes, he just want to rank for few keywords.
Unfortunately, this problem is common and if the SEO person and the website owner don’t solve it, the result will be almost any good ranking or unappropriate result page.
I wish you luck!