Hi Jack, I wouldn't be so fixated on ranking for such a broad and highly competitive keyword like "web design". Unless you are in a position to offer your services (and service clients) on a national level. I would first focus on getting all the business I could on your doorstep.
One really easy way to do this is to get yourself a more specific, regionally targeted, exact match domain and build up a separate web presence with this. i.e. rather than investing all of your energy in trying to rank for a keyword "Web Design" and fight for visibility amongst the biggest web design companies out there, get high visibility for "Web Design [Town Name]" - which will be much less competitive (so less time spent on SEO for yourself), much more likely to convert into business and also seen as more relevant to your potential customers - seeing the name of their town/city in the domain offers some reassurance as they are generally likely to have positive associations with the place they live/work.)
Think about how you search for servies online yourself. If you are looking for a plumber for example, do you type in "plumber" into google, or "plumber [my town]"? I suspect the latter and this is certainly the case with the vast majority of people searching for a service in their area.
FYI in my experience far more people type the SERVICE before the AREA in their searches, that is - What they want, where they are, rather than the other way around - though I would also secure the reverse if available. I suspect that this is because the Service is the most urgent/front of mind part of their query.
Incidentally, the .co.uk and .com variants of the obvious exact match domains are as yet unregistered. I have messaged you with their details (not that it would take Hercule Poirot to deduce what they may be ;o)
I would suggest you obtain these urgently (if for no other reason than to deny then to a competitor on your area)
You should know that I battled for some considerable time to rank for a very similar keyword in my area and was frustrated to discover that the exact matches in .co.uk and .com were being held hostage by a domain leasing company - who wanted silly money to hold me over a barrel, so I bought the .net and now rank #1 for my service town with that - Jog On Domain Leasers!!!
Hope that helps. Now hurry up and buy those domains before I do and lease them to you ;o)