Nottingham typically means dense urban housing, rental stock, student lets, family suburbs, and a more competitive market. A local page should feel aware of that instead of reading like it could apply anywhere.
It should also reflect shorter attention spans and more users researching before they call. That helps the user decide quickly whether to call now or request a quote.
Nottingham pages need more specificity because the market is more competitive and the user is more likely to compare several firms before acting.
That usually means clearer job types, stronger proof, and a cleaner next step. Generic local copy gets exposed much faster in Nottingham than it does in the smaller surrounding towns.