A Site Review Please....Anyone?

Hi guys,
I would really appreciate if you guys can spare a bit of a time to review a-n-t-h-o-n-y-s-y-l-v-a-n(dot)com. Please remove all dashes.

For me, the website is new and initially i have made several researches on it, but i would love to seek some help from you great guys and my friends here.

There's just one keyword for it and that is "swimming pools". what should be my initial approach regarding this?

Before comment on anything I would like to say something about targeted keyword.
Mate it is not only highly competitive, but a very very generic term.
I always prefer not to target any generic term. The reason is not only that it will be highly competitive but also will not give me a loyal visitors in return.

So my first suggestion is just do a keyword research to figure out some good keywords for the site.

swimming pool contractors,swimming pool installation etc. can be relevant with the site.

This is all what I feel.

Yup, that is what i feel too. I guess initially it would be far better approach to follow the good old pattern of targetting the long tails rather than a generic ones and than gradually proceeding towards the more generic ones.

Anyways, any thoughts or suggestions on some major flaws in the website. I am looking after the canonical issue right now but some other noticeable ones?

Website is looking good but there are some pinpoints which are I realized

Title is looking spammy

<title>Swimming Pools, Inground Swimming Pool, Pool & Spa Builder</title>
But it should be
<title>In ground Swimming Pool, & Spa Builder</title>

Use brad crum for your website navigations

For redirect non www to www you may use following code directly in asp.
<%


If InStr(Request.ServerVariables("SERVER_NAME"),"www") = 0 Then

Response.Status="301 Moved Permanently"
Response.AddHeader "Location","http://www." & Request.ServerVariables("HTTP_HOST") & Request.ServerVariables("REQUEST_URI")
Response.End

End if
%>

And get backlinks from relevant website use your targeted keywords in your link title( anchor text)

Thanks guys, but any more opinions??