For a local service business the website is a credibility check and a contact route, not a catalogue.
What it has to answer immediately
What the business does, where it serves, and how to reach it. Most visitors are checking whether the business is real and nearby before calling.
What makes it work
A page per service, so each can be found for what people actually search — see search engine optimisation.
A page per area served, where the business covers several.
Proof. Reviews, licence and insurance details, real photographs of real work. Stock photography is recognised and reads as a business with nothing of its own to show.
Contact everywhere, with a tappable phone number.
Speed on a phone. Most local searches are mobile, and a slow site loses visitors before it says anything.
What generally does not matter
Elaborate design. Clarity outperforms it for this purpose.
Pages nobody visits: mission statements, a history section, a blog nobody maintains.
Keeping it current
Wrong hours, a disconnected number, or a service no longer offered costs more than a plain site. Details that disagree with the business profile also weaken local ranking — see Google Business Profile.
Where it fits against everything else
For a local trade, the business profile and reviews usually produce more enquiries than the website does. The site's job is converting the people who go looking after seeing the business elsewhere.
Advertising traffic is a separate case and generally needs its own landing pages.