Local service homepages fail in a predictable way: they open with a mission statement and make the visitor hunt for the two facts that decide the call.
The running order
Call-out bar, services, service areas, pricing, proof, form. In that order, on every trade site we have built, it outperforms the version that opens with an About section.
Why pricing belongs on the page
Most trade clients resist this and the objection is always the same — every job is different. That is true, and it does not matter. A visitor who cannot find any pricing assumes it is expensive and leaves.
Proof that is worth the space
Three real reviews with names beat a wall of star ratings. Registration numbers and insurance details do more than a stock photo of a van.