If you sell your products or services to a number of different locations then you need to ensure that your website is ranking well for them so that you can get traffic to the site. If for example, you have a hair salon in one town but know that people are happy to travel from other nearby towns to come to your salon, then you need to ensure that you can be found on the search engines. There are a number of different ways in which you can get your business found in other locations. You may decide that you want to use social media to do this and join local groups to promote your business, or you may use Google Adwords which will allow you to create adverts that show to specific locations. If you want to get your website found on the search engines for other areas but do not want to do paid for advertising then you need to work on your SEO (Search Engine Optimisation).
In order to get ranked for other areas, you need to have content on your site that is relevant to that specific location. For example, you may create a page for hairdressing salons in Northampton and then another one for Hair dressing Salons in Wellingborough. Depending on the level of competition for that phrase, one page may not be enough but you can build this up over time.