Starting a website for my father....

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He's a Massage Therapist and I've been working with him lately designing business cards, flyers, etc. Now I want to surprise him with his own website. I found a good host and I'm working on the domain name as well. I am pretty good with Photoshop and creating simple sites so that's no problem. Here's where I need some help --- how can I advertise his website online (locally) once I'm finished? As far as advertising and getting clients online goes I really have no clue where to start. I'd really like for his name to pop up if anyone searches for a massage therapist in our area. Can anyone help me out here? I'd truly appreciate it.