1A complete Google Business Profile
It is free and appears on Maps and in local results. Fill in everything: categories, area served, opening hours, services, photos. An incomplete profile looks like an inactive business.
2Towns and services on the website
One page per service, with the town or area in the title and in the first lines. Whoever searches for "web design Prato" should find a page that talks exactly about that.
3Reviews
Ask satisfied customers for a review, with the direct link from your profile, and always reply, including to negative ones: whoever reads them judges you by your answers too.
4Consistent data everywhere
Name, address, phone number and website must be identical on the site, on Google, on directories and on social networks. Inconsistencies confuse search engines and customers.
5Measure with Search Console
Google Search Console is free and shows which searches you appear for, with which pages and how many people click. That is where you understand what works and what to improve. A fast, mobile-friendly site does the rest.