@Sean Dolan I really didn't do much to my site to get it to rank. I've read research that suggests only about 20% of webpages need to be unique in order for it to avoid duplicate content. So that's about all I changed for each page. You also have to consider that each page is unique in that it uses your target market, phone number and business information. So there really isn't much you have to modify to reach 20%.
I'm sure I'm sounding like I work for the company (I am an affiliate though) but that is just because I love their sites and the message Trevor and their company promote. They have been nothing but honest, transparent and proactive in helping their customers get the best results for their site (weekly mastermind calls with customers). Trevor even recommends that you reword the content just in case google cracks down.
What they do provide you out of the box are they top keywords to target and very good articles that are written around those keywords. Much easier to reword an article then write one from scratch. They interlink the content on the site very well. They follow all the rules about above fold content, opt-in boxes to promote higher conversion rates. They know that 2 step opt-in forms work better then 1.
Another aspect you have to really consider with websites is the conversion rate. The investor carrot sites truly out converted a custom built site that I made (and got ranked in the top 3) 5 to 1. Converting visitors to leads is arguable more important then getting traffic. Though cart before the horse if you know what I mean.
Sometimes you can't concern yourself with "Fluffing" and that is exactly what claiming to be 1 of 50 certified SEO companies is. The SEO is just a small part of what makes Carrot websites good.
I do not like that they use templates but if they wrote custom content for you, that would cost you A LOT more that is for sure! I also don't like that they "own" that content and if they ever go under you've lost your website. Even with those concerns I went with them over continuing my own website. And I haven't regretted it for a second.
The bottom line for me with regards to what you are worried about is...You are throwing a HUGE cast of doubt over investor carrot because the SEO company they use claims to have a certain certificate (that I'm sure was just bought or got through some weekend training program...like you said). You are paying no attention to their results or the way they go about getting those results (which is legit from my view). You also should actually be concentrating on what users are saying about the websites, their experience and their success. I RARELY hear anyone say anything but great things.
I understand what you are saying...I really do. I'm always a skeptic at first as well. I think all companies are out to try to steal my money. Investor Carrot are good people or I wouldn't be backing them like I obviously do.
Wow I said a lot here. Sorry about that.
Shoot me a private message if you want to discuss more about this.