Say what you do and where, in words
A surprising number of small-business sites never state their trade and their area in ordinary text. The information is in a logo, a photo caption, or a designer's tagline like "Crafted with care since 2011".
A search engine reads text. So does a customer skimming for three seconds. Your homepage should answer, above the fold and in plain words: what you do, where you do it, and how to start.
One page per thing you sell
If you offer bathroom fitting, boiler servicing and emergency callouts, that is three pages, not three paragraphs on one. Each page can then answer one question thoroughly and be the obvious result for that search.
The same logic applies to places. A page for each town you genuinely serve — with real, different content about serving that town — beats a single page listing forty towns in a footer, which reads as spam to both audiences.
Make the next step obvious
Phone number in the header, tappable on mobile. A short enquiry form that does not demand a life story. Prices or price ranges if you can bear to publish them — being the only firm that does is worth more than most marketing.