I find with older owners, they really dont know what they want for these types of things. It may be risky on your part, but just go ahead a do the site the way you want, with their content. If its 100% better than what is currently up (which really wouldnt take you much time) he'll be impressed.
They honestly don't know what it CAN look like until you show them. I say this is risky because your going to spend some time creating something nice that they haven't given the go ahead for.
When i was first got into designing sites (10 years ago) I looked at a lot local websites. I picked 2 of the absolute worst sites i could find, and I re-did them without even contacting the owners. I did them for free to help get a portfolio going and go gain he experience. (I think one of them actually 'tipped' me $500 for my efforts. I made him donate it to the SPCA). All im saying, is they probably dont really know what they want until you show them what it could be.
Unsliced bread was good enough until someone showed it could be sliced.