Marc,
I'm not going to belittle your efforts and I can understand your annoyance at cold calling, SEO "experts". The very fact they are cold calling should tell you something.
I refuse to take on carpet cleaners as clients because financially, it is not worth it considering the amount of work involved. Compare that to say, a cosmetic dentist or surgeon (for whom one client could be worth several thousand pounds) and you can see why.
If you are cold called (OK, there may be the odd exception), the person is either not good enough or sees carpet cleaners as "thickies" who can be conned. Most I would say, fall into the latter category.
I feel that there are so many ppl out there that find it so easy to belittle efforts made by cash strapped small buisness's making out they can make your webb page do cart wheels and inject your buisness with 100% more buisness AND get you to front page on google for a mear finacial payment.
I have had a so called professional build me a webb page that was launched last year and has done little to nothing for my buisness.
I have a great missus ( dont let her know Ive said that mind) who has over the past 4 years chopped and changed our webb site to what we have now AND got it on front page of google all for very little expense.
basically what im getting at is if you have the ability to do something ,do it yourself.
As for yourself, sooner or later you have a decision to make.
You have to decide whether you are going to take web marketing seriously or carry on as you are. It all depends on how much of your business is dependent on the web.
There's nothing wrong with what you are doing per se. Just be aware that there is a world of difference between playing with websites and web marketing in very competitive markets.