Upwork isn't a terrible idea for him. He doesn't need a website out of the gate, even. Although it definitely wouldn't hurt.
I'd really work on making some really nice looking proposals more than I'd work on the website. Build yourself some nice watermarked templates like you'd see an MSP do in person. Obviously you want spend the same amount of time making these proposals, but even plugging into decent templates will give you an advantage. Not many freelancers are willing to go thy far. In reality, if you have templates pre made, it isn't much more effort than writing up a text proposal.