Two things decide whether local customers find you, and they have to agree with each other.
Your website: the on-page SEO, how the site is structured, how the pages link to each other, how it behaves on a phone, and how fast it loads. Then your Google Business Profile: whether it says the same things as your site, whether it targets the right area, and whether your details are consistent across the directories that carry them.
That last one catches more businesses than any other single thing. A phone number that's changed, an old address left behind on a listing you've forgotten about, and Google quietly loses confidence in where you are.