A homepage is not only a brand surface. For many service businesses, it is the front desk before the front desk. Customers arrive with practical questions and leave if the answers are hidden.
The page should quickly explain the offer, who it is for, location or service area, pricing signals when appropriate, how booking works, and what happens after someone submits a request.
Design matters, but clarity carries the sale. A beautiful page that does not answer the customer's next question still creates extra messages for the team.