Universal Taste Gill Moreira CEO/Founder hired me to revise content on his website, but did not pay me North Miami Florida

Gill contacted me after receiving my information from a mutual contact.  He asked me to revise his website.  I revised the content, and suggested a web developer for him to contact because the existing site needed work.  He paid me for the work I did initially, then he asked me to revise additional content.  I made the revisions in a very timely manner.  He requested that I revise additional content for him on April 4, 2015.  I sent him a follow up email asking exactly what he wanted me to do as his directions were unclear.  On April 9, 2015, he responded and I immediately began working.  He was told that the bill would be $75.00 as there was not an incredible amount of work needed...just a few hours of my time.  On April 11, 2015, I submitted the revised content to him.  Despite countless attempts to contact him, on May 28, 2015, he finally responded and said "I am sorry but your work was not approved and it was not used, so I am willing to pay you half for your time."  

We exchanged a couple of additional emails and he was very firm that he would not pay the $75.00 because the work was not approved.  In the meantime, he hired a wed developer to work on his website.  This person made revisions to the content.  I was never told that I was working on something that might not get approved.  I am a professional writer and have never encountered this.  

Because it was clear that he was not going to pay me, I decided to cut my losses and agree to the $37.50.  Despite countless emails, he has not paid me.  

I call his ethics and character into question.