What should I put on my website?
Short answer
Who you serve, what you do, where you are, real photos, real reviews, and how to reach you. In that order. Stop after that.
The header
'[Service] in [City]. We [specific outcome]. Call [number] or book online.' That's it. Above the fold. No clever wordplay that confuses people.
What to skip
A long 'About' page that's really about you, not them. Stock photos of strangers. Mission statements. Visitors are trying to decide if they can trust you to fix their problem. Help them decide fast.
Ask your version of this question
This is one business owner-tested take. Your shop size, trade, and team change the answer. Ask the exact version inside Ask a Shop Owner and get a response grounded in how owners like you actually handled it.