Could a site be penalised for adding keywords into an existing page?

Selected answers from the Dumb SEO Questions Facebook & G+ community.

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  John Pitcher: A potential customer has an old website that has his keywords (bed and breakfast townx) in the title and description but NOT in the H1 and townx is NOT mentioned at all in the home page content. His address is, however, ;in the footer.
  
  If, as part of a redesign, I change the H1 ;from:
  
  "Welcome to ;Name" to "Welcome to  ;Name - a Quality Bed and Breakfast Close to TownX"
  
   ;and then change the first paragraph to state that they are located close to townX, CountyY
  
  Will this help their SEO or COULD THE SITE GET PENALISED for adding keywords into an existing page? (They are currently towards the bottom of page 2.)
• 
  Dave Elliott: it will be fine. Why would you not want to tell your customers in big bold letters where the b&b is located.
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  Jim Munro: As you know, John, I am not an expert, but I would do that with confidence. I can't imagine why a site would be penalised for factually describing themselves. I'll be interested to hear what others have to say. I think the important thing is that it reads naturally.
• 
  John Pitcher: Many thanks +Dave Elliott ;and +Jim Munro ; - if I were designing a new site, I wouldn't hesitate as that is how it should be written - my question was whether adding keywords into an old site could trigger a penalty?
• 
  Dave Elliott: it won't in this instance at all ever
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  John Pitcher: Many thanks +Dave Elliott ;. In your view, would this HELP their SEO?
• 
  Dave Elliott: yeah i'd have thought so, especially for local queries.
• 
  Ligatures.Net: Your site is not going to be penalized, just because of this modification. ;
• 
  WebFoot Designs, Inc.: John, optimizing page titles and h1 tags is an integral part of on-page seo, as you know. The penalty you are cautioning to, is commonly applied in instances of over-optimizing and keyword stuffing which you are far from.