Before I get on a call with a business owner, I spend about twenty minutes reading their reviews. Not their website. Their reviews, their comments, the replies sitting in their DMs.
I'm looking for the phrase that repeats. The thing a few different customers said, in a few different ways, about the same moment. That phrase is almost always better than anything on the homepage, because a customer wrote it, in the words the next customer would use.
The owner rarely talks about the business this way. They're too close to it. They describe their work in the language of the trade. The customer describes what it felt like to be taken care of, and only one of those two sentences sells.
The job is noticing what your customers already say, and putting it where more of them can hear it.
Most owners sit down trying to invent a message. Theirs is already written, in the reviews, in the words of the people they've already won.