Above the fold: what you do, where, for whom, and how to contact you. Passable by a distracted stranger in five seconds. Below: proof (reviews, credentials, real photos), your core services each linking to its own page, and one repeated call to action. That's the whole skeleton; everything else is garnish.
Show your face: for local service businesses, almost always yes. People hire people. A real photo of the owner or crew outperforms stock imagery on trust so consistently it's barely worth testing. The same face later shows up in AI answers and Google profiles; own it.
What to evict: sliders and carousels (nobody waits for slide two), mission-statement poetry, and anything that answers questions nobody asked before the questions everybody asks.