The site is a towing service system and so on. :-) It was a site for San Francisco if I'm not mistaken. For example, suppose you crash your car on the road and need towing and repairs. Well, you can log in and see the nearest service center and apply it. The operator will call you very quickly and find you and service you from the GPS point.
You could see all the service centers on the site and see the rating that other users were giving and also, Check out the services it offers and… and if you like, register your request at that time. One of the things the customer wanted was a strong SEO. He wanted to go ahead of his other competitors and be on the first page of Google.