It helps to picture who's actually on the page. Not a design award panel, and not a competitor. Someone with a problem, often an urgent one, on a phone, comparing you against two or three other results they found in the same search. They aren't reading. They're scanning for three answers: do you do this, do you cover where I am, and how do I reach you right now.
So the phone number goes at the top of every page, and it's a link that dials when you tap it, not a picture of a number or a line of text someone has to copy. It sounds obvious, but a surprising number of sites bury it in the footer or behind a contact page, and every extra step is a chance for the visitor to go back to the search results and tap the next one.
Say where you work, in words a customer would search for: the towns and areas you actually cover, not "serving the region." Say what you do, and just as usefully, what you don't. A site that makes clear you don't take small repairs, or don't travel past a certain distance, loses nothing. The calls it filters out are ones you would have turned down anyway, after spending time on them.
If there's a form, keep it short enough to finish standing on a driveway: name, a way to reach them, and what the problem is. Then say what happens next and when, and keep that promise. "We'll call you back within two hours during working days" is worth more than any slogan, because it answers the question the visitor actually has, which is whether sending the form is worth it.
Photos should be of your real work or not be there at all. Stock images of spotless vans and smiling technicians read as exactly what they are, and a customer who notices once will assume everything else on the page is borrowed too. A few honest photos of finished jobs do more than a gallery of someone else's. We hold our own site to the same rule: nothing on it is presented as evidence that isn't.
None of this needs a large site. A fast, clear handful of pages that answers those three questions well will usually beat a sprawling one that answers them slowly. A small, well-defined site is exactly the kind of project our $1,000 starting point exists for, and discovery is free, so the first conversation costs nothing either way.