If you are looking for local accounts then I would focus first on your local markets. You may get less traffic but it will be more qualified. It should be a little less competitive as well. Plus it will give you an edge in the local maps, which could completely alter the universal results when they update the UK search to match the US blended search.
But getting ranked locally for "web design" will require some focus on the generic term as well. So I would place a priority on your local target market first. Go for "web design Leicester" first. Worry about generic rank 2nd.
I would title it:
"Leicester Web Design by COMPANY NAME"
or
"Leicester Web Design | COMPANY NAME"
"Leicester Web Design & Graphic Design | COMPANY NAME"
Ideally if you want to rank for each local term then you would want a page specific to each local search.
"Leicester Web Design | COMPANY NAME"
"Leicester Graphic Design | COMPANY NAME"
Disclaimer: I am a local pest control guy so I am biased to local.