Short answer
Say what you do, who you do it for, and where, in the first sentence. Then give one obvious way to contact you, proof that you are real, your services, and your hours or service area. Everything else can wait until further down the page.
In detail
The order that works
A visitor gives you a few seconds. Spend them in this order.
- What you do, who for, and where. 'Family-owned roofing in West Town since 1998' beats 'Welcome to our website' every time.
- One primary action. Call, book, or send a message. Pick one and make it the loudest thing on the page.
- Proof. Reviews, years in business, license numbers, recognisable clients, photos of real work.
- Services, briefly, each linking to a page with the detail.
- Hours, service area, and how to reach you, as text.
- A reason you specifically. What a competitor could not honestly claim.
What to cut
Most home pages are carrying weight that costs them enquiries.
- A carousel. People rarely see slide two, and it slows the page.
- A pop-up before anyone has read anything.
- Stock photos of people who do not work for you.
- 'Welcome to our website' and anything else that says nothing.
- Five competing buttons. Competing calls to action produce fewer clicks, not more.
- A giant autoplaying video that delays everything behind it.
Write it the way you talk
Read your home page out loud. If it does not sound like you explaining the business to a neighbour, rewrite it that way.
Specific always outperforms polished. 'We answer the phone ourselves' means more than 'committed to excellence in customer service'.
Then check it on a phone
Open your own site on your phone, on cellular rather than wifi, standing outside. That is the real condition your customers use it in. If the first thing you see is a cookie banner over a spinning loader, that is the problem to fix first.
The short version
First sentence: what, who for, where.
One primary call to action beats five competing ones.
Test the page on a phone over cellular, not on your desktop.
Related questions
How long should a home page be?
Long enough to answer the obvious questions and no longer. For most local businesses that is five or six sections.
Should I show pricing?
Show a range or a starting point if you can. Hidden pricing filters out fewer bad leads than people think, and it costs you good ones.