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Thanks for the helpful answer. While I apologize for not having any experience with Flat CMS, here's what I can tell you about Local: You'll need to break this down for the client into 3 interrelated components: local, local-organic and (possibly) PPC. On the Local Front - you'll want to be sure the website is properly optimized with the client's contact info in their city of location (header/footer, contact us page, in-text mentions etc), you'll want to build citations for the physical location and manage their accuracy/quality, and you'll want to earn and manage reviews on all citations that included a review component. The goal here is to show up well in Google's local results and organic results for terms relating to the city of location as well as being present across the major citation platforms. On the Local Organic Front - The most typical thing to do would be to develop additional content for customers located in cities B and C, be sure these pages are internally linked to well from the navigation and elsewhere within the site, and then earn/build links to those pages. This part of the project should only be undertaken if the client can commit sufficient resources to developing really good landing pages. There must be a reason for these pages to exist beyond impressing search engines - they must contain unique content that truly helps customers from the targeted location. The goal here is rank in the organic SERPs for terms relating to the service cities. On the PPC Front - Much can be done with the above 2 components, but where there are gaps in visibility, a supplemental PPC strategy targeting the service cities (or even the city of location) may remain a requirement, depending on the competitiveness of the client's unique geo-industry situation. Hope this helps! P.S. You might want to check out Moz Local for the citation component of this, and you might also like a recent post by Phil Rozek that outlines some of these components of work: http://www.localvisibilitysystem.com/2017/01/27/relationship-between-local-and-organic-seo-a-simple-diagram/

I would try to figure out why the home page is ranking so well for that keyword. There must be something else within your content that's boosting it…it can't be just the one link (which I assume is in your navigation, so don't remove that). I would use the page grader tool to compare the keyword phrase with your home page and find out what is making the page rank for that. If you have already taken out what is making the page rank for the keyword, it may just take time to catch up in the SERPs. From there, I would continue to improve the content and internal linking around the page that you do want ranked for your keyword. Like stated above, utilizing social media and your blog is a good way to gain some web presence. The press release and back link thing…don't waste your time or energy. Is the page new? That may also be a factor. Also, is your home page ranking for what you are targeting on there?