Take this with a grain of salt as I've never done a catering site....on the other hand in my past life I did internet marketing for some of the largest companies on the planet.
IMO I wouldn't put any sort of pricing on the site at all, period. There's very little it can do for you, but quite a lot it can do against you.
If you want to focus on a very specific type of clientele then by all means put together creative examples of dishes/menus that would attract that target audience, but if you do so you can forget about getting inquiries from far outside that audience (i.e. you're likely to not get calls to do fish frys if you're displaying foix gras in your menu :) ). So you have to be careful if you depend on a variety of work to pay the bills. This is by far the hardest part of marketing as most businesses, particularly small ones, want to say that they can be 'all things to all people' for fear of excluding a potential customer...but it's virtually impossible to market yourself successfully if you do so.
If you've got an impressive background then personal bio's do very well on these types of sites.
If you do both low end and high end gigs, you'd be much better off creating a 'virtual' division of your company and branding it separately with its own website, etc. Have biz cards made for each, and then you can target each market more aggressively, and more successfully, without the fear of exclusion.
In regards to the earlier question of how to rank higher, drive traffic, etc. This is as much an art as it is a science, and unfortunately for small businesses they are at a distinct disadvantage of not being able to hire and maintain the professional firms that the big boys do. It really is quite a lot of work, and requires a lot of research and learning. Outside of very focused keywords, and the tricks of the trade in regards to weighting those keywords properly throughout the site, you'll need to regularly update/add content throughout the site. The more regular your updates, the more often your site is indexed.
Lastly, don't expect immediate results. 3 months is average amount of time it will take for full indexes of your site to be created and populated to the search engines.
The good news is that you happen to be in an ideal business for direct marketing. Don't worry so much about keyword ranking, and instead focus on pay-per-click as mentioned by someone earlier. If you live in St. Louis and someone searches for "Saint Louis Catering" you can be absolutely assured that getting that persons attention via a paid ad is worth the amount of money it will cost (anywhere from .02 to .25 per click average depending on competition for the keywords you want to buy and the ad rank you want). You know they are local to you, you know they want a catering firm. This is a huge boost over most types of businesses which have to market at a far more general level, and the number of competitors you'll have online is far less.
Lastly, provide an incentive in your ad. Whether it be a 'percentage off', 'free consultation', or whatever. Intelligent incentives work and you make up the profit on the backend. Once they've clicked through it's important that the site be professional, if you can't afford a professionally developed one there is a trick that usually works. Go to a large web template site (templatemonster.com for example) , find a 'Full Site' template you like, then write out the content that you'd want on each page of that template, get digital copies of your logo together and any photography that you might want on a page. Then call a small web development company, tell them that you have already selected a template, and you've already written the copy for each page. *DON'T* start asking "can it also do this", "what about this", etc., etc. Tell them that you will work around their schedule and that you just need it put together and published to an inexpensive web host that they would recommend. They should be able to accomplish that in 2-3 hours of billable time (50-150 dollars per hour depending on firm and location) and most firms will gladly take any work that they can use as filler work in between their other jobs.
Cheers
