This is because you are not targeting the right keyword. You've got to identify your primary keyword, basically, what you want to be known for. So if you are a Roofer but only specialise in flat roofs, your main keywords should be something like "Flat Roofing London", that's your niche, and Google needs to know that.
Let's say you are a Plumber who mainly deals with Boilers, your keyword becomes "London Boiler Services". Now open up Search Atlas and type in London Boiler Services, and we see it got 2400 searches a month. But when we scroll down, we find Gold - "Boiler Repair London", "Boiler Installation London". These are your Keywords.
All these keywords are related and valuable, so you want to weave them naturally into your homepage content. Do this right and Google will know exactly what your page is about and finally start ranking your website.
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