For brick and mortar businesses, the majority of their trade comes from people living locally. Google recognized that search results should be adjusted to show business located near to the people performing the search.
It's possible for local businesses to appear on the first page of Google for a local service search if the business is claimed and set up correctly.
Once people find your website, you have to limited time to let them know your site is of value. Websites rarely sell services on their own and should be seen as a lead valve. The purpose of the website is to educate them well enough to take some form of action. That may be to sign up for more information, or to call the business. If we can get prospects to phone, your sales team should be able to convert the lead.
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