Much like how in product development we talk to customers prior to building stuff, I'd suggest verifying that you have an addressable market for a service offering prior to defining what that service offering is. "Freelance", "web", "design", "local", and "business" are five things that you said in that sentence which might be distinctly suboptimal.
Consider alternatives such as "I am the world's leading expert on WordPress sites for heritage language Asian schools." That sort of thing potentially resolves a lot of customer identification and marketing problems, and lets you charge much higher rates than generic "local business web-dev", even though you might just be doing web development and heritage language Asian schools may all be local businesses for some value of local.
(By the way, just my biases talking, but when I think "local business" the phrase "the best possible customers for programmers because they love paying five-figure invoices in a timely manner after competently managing reasonably specified projects" does not exactly jump to the forefront of my mind.)
I'd tune out the second I saw such a marketing boast; the odds of being pure b.s. are through the roof.
If you're "a programmer" then your customer base is pretty much anyone who needs software. That doesn't help much because you're back to the same question: "who needs software?"
If you're an expert on sites for heritage Asian language schools then it's much easier to find schools->Asian language schools->heritage Asian language schools. Odd though it may seem, it's easier to market to a small, well defined niche than a large amorphous blob of "potential customers."
So, is anyone reading this looking for an expert in on-vehicle liquid spray control systems? :-)
At the risk fo stating the obvious, this is not automatically true. Specializing makes for easier marketing, but not necessarily higher rates. Some clients just don't have a lot of money to spend.