Describe the situation
Start with the problem you help solve. Name the audience, limitations and typical reasons for getting in touch. People should recognise their own task without wading through generic promises of quality and a personal approach.
Show what the work involves
Break the service into understandable stages and explain what the customer receives after each one. Concrete examples, documents and photographs are more useful than grand claims. If the outcome depends on the starting conditions, say so clearly.
Make the next step clear
Explain what to prepare for an estimate, whom to contact and what happens next. Do not require a long questionnaire just to ask a first question. Contact should be a natural continuation of the page, not another obstacle at the end.