Hi, Our business has a few brick-and-mortar business locations, but it is servicing multiple big cities in the US, where we do not have a location, but we do business in though our independent agents (and we cannot use their locations).
I have inherited the website, which has duplicate content for all the locations (cities and states), and I am worried about possible penalties. Every major city and state in the US has been targeted so far, but it seems pretty spammy to me- duplicate content, pages for all major US cities, pages for all states, etc. This is a B2C services website, and we can service anyone in the US. Example of pages: domain.com/services/service-from-x-city 
and domain.com/services/service-from-x-state The goal is to rank locally for all the cities we are targeting. What on-page optimization should I work on besides unique content for each one? Should I consolidate some pages, and if yes, what do you recommend?
What overall strategies should I follow so I do not lose the traffic for the targeted cities? 
Off-page, I am working on building local citations for these cities. Thank you.