5. Consult your Marketing Plan
If you are just assuming your website will appear under 'X Services in X location' but you haven't factored this in to your domain, content, meta descriptions etc then it just wont happen. This is not the responsibility of your Web Design company, this will form part of your company's marketing plan as you'll need to list the top 5-10 searches you want to appear under in Google and gear your website for this type of traffic.