Perry Marshall, author of "The Ultimate Guide to Google Adwords," makes this simple statement on getting your website to come up first in a user's search: "There has to be a precise match between the words your customer is typing in, and the content on your website.."
If you already know what those words are, you're golden. If you don't, find out. It takes a little time and effort, but no money. And I can tell you from personal experience the effort is more than worth it. My own site went from page 3 of Google's rankings to page 1 when I figured out the exact keywords customers were using to find my site.
Your site can make the jump too.