Someone with a leaking water heater isn't browsing. They're on a phone, in a hurry, and they want to know three things: do you do this, do you come to me, and how do I reach you now. A site that makes them hunt for any of those loses them to the next result.
Your phone number should be a button at the top of every page, not an image of a number. On a phone, one tap should start the call.
A page for your service area - and a short page for each town you cover - tells people and Google you come to them. "Plumber in Fresno" is searched far more than "plumber".
"Water heater replacement", "AC not cooling", "drain cleaning": write what people type, each with a line on what you do and roughly what it costs.
Photos of your own vans, crew and finished jobs beat stock photos every time. Reviews with your replies show you care after the invoice, too.
If you take late or weekend calls, say so in large type. If you don't, say when you're open - it saves you calls you'd turn down and keeps the ones you want.
Big pictures straight from a camera slow a site to a crawl on mobile data. Pictures sized for each screen make the difference between a call and a back button.
Sites made for trades come with the call button, service area pages and services already laid out - you change the words to yours.
Give us your website's address and we'll rebuild its home page, free, with a short report on what it's missing.