Your question is wide open so I'll provide one of my strongest recommendations at least...
Try not to use stock photography. Use genuine photos of you and/or your team members doing great work! Set up a way to showcase your work with photos of your completed jobs. And whenever possible, upload photos of the exterior of the home or commercial building with your work vehicle parked in front. This really authenticates each photo and gives visitors confidence that you indeed serviced that customer. Along with the exterior photo, show a couple photos of the carpets you cleaned as well. And best of all, try to include customer reviews with first and last name and display your reviews along with the corresponding photos. At least for as many photos as possible. Accomplishing all of this goes a long, long way to building trust with your potential visitors. So much more powerful than stock photos, or random reviews from Sally S. with no last name and no photo.
Conversion Specialist, Hatch
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