Keywords 
In essence Local Service Pages are dedicated pages added to your website that are optimised for all of your top keywords/phrases (normally the top 4 or 5 will suffice) in each town you service. For example, if you are a painter and decorator in Guildford and you work within a twenty-mile radius you would determine the most popular keywords which are:

• Painter
• Painting
• Painting and decorating
• Decorating
• Decorator

You then create a page for each of these for each town, for example: 

The reason for doing this is because when people are searching for painter and they are based in Guildford (remember Google knows where you are locater, either form your IP address on your computer or your mobile phone’s location) and they are more likely to show locally related content as this is more specific.

Page Copy 
When you are writing your copy for each page it is important that you remember these pages must provide value to searcher and not just to keep Google happy by focusing your copy around being a local business. For this reason, think about is the information local searchers are looking for when they land on this page and answer these questions.

Having elements like FAQs, reviews, testimonials are great as they help the visitor and at the same time help Google.

In addition, ensure the copy is full optimised for your keyword/phrases by adding them to your htags, meta description and alt tags on images. Also to aid Google add a Google map of the town you are optimising for.

Local Business Schema 
To help the search engines understand your business data it is highly recommended that you use schemas in the backend of your website. Schemas are a type of structured data markup code that makes it easier for search engines to understand your business data and most importantly it will help your local SEO (if you need more information) and the vast majority of local businesses will not be using it.