Too few sites look beyond having content focused on the products or services that they are trying to sell. To match against a broader spread of searches, and thus receive more traffic, you need a broader spread of content.

So, why not review your site and bolster the content with some extra pages focused on people searching for problems or solutions which your product or services address?

For example, if you sold/installed aerials, you might add extra pages:
Weak TV signal
Missing TV channels
Improving  TV reception
Improve radio reception

These might not convert as well as people searching for TV aerial in Huntingdon, for example, but they will bring traffic and – more importantly – authority in the eyes of Google.