Hey there webmaster!
I've found that the best way to rank in your local area is to have really strong content at least 1000 words on your home page, you also want to make sure you verify your business via google / bing etc. and get in the map pack, it's those top 3 spots on the map, as far as conversions go, make sure you have a clickable phone number. Getting on the first page of google is totally doable, I just made this site for my sisters company and it's already ranking on the first page for some key words we sprinkled through out, check it out you may be able to get some pointers, we also just enable a really cool form submission to automatic phone call, which is converting our traffic at a much better rate. Hope that helps! Best wishes!